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throughout Indonesia. A client in the context of a digital agency is an individual or organization that

relies on the agency to manage and promote their brand or business digitally. They usually want to

strengthen brand trust and increase sales of their products or services. Creative Works helps clients

with digital marketing campaigns, including social media strategies, SEO, and email marketing. They

also seek to build brand trust by improving online reputation and product quality. Client satisfaction

can increase brand loyalty and support sales growth through recommendations to others.

This is a challenge that Karya Creative must achieve to be able to get more clients and, of course,

feel satisfied with all forms of services that Karya Creative provides. Starting from the quality of

Client handled by Karya Creative has its own uniqueness in conveying wishes. Various client

characters can make them suddenly disappear or feel that they don't need the services of Creative

Works. Persuasive communication strategies are important for understanding and responding to

client needs, influencing their opinions and attitudes, and building good relationships. According to

Hendri (2019) in his book entitled "Persuasive Communication: Approaches and Strategies",

discusses strategies and approaches in persuasive communication. Persuasive communication is a

communication process that aims to change a person's attitude, opinions, beliefs, and behavior in

accordance with the wishes of the messenger, both verbally and nonverbally. In his book "Persuasive

Communication: Approaches and Strategies" there are several strategies discussed to achieve the

goals of persuasive communication, namely (1) Credibility strategy, which is a strategy that

The term for communication itself or what in English is mentioned as communication comes

from the Latin word communication, and has a source from the word communis which means the

same. The same mentioned here means the same meaning (Effendy, 2003). Communication according

to Everett M. Rogers (in Mulyana, 2004) is a process in which an idea can be transferred or spread

from communicators to one or more communicants, with the aim of changing their behavior. Carl.I.

Hovland (in Mulyana, 2004) also defines if Communication itself as a form of process that allows

communicants to convey stimuli (usually verbal symbols) to change the behavior of others. Thus,

communication is a form of the process of sharing meaning through verbal and nonverbal behavior.

While the definition of persuasive according to Vik and Gilsdorf (in Dewi, 2007) in a book entitled

Business Communication, persuasive is an effort consciously made by individuals or organizations to

a process of changing attitudes carried out through the presentation of messages containing

arguments that weaken or strengthen someone, object, or someone's place in directing their attitude.

In the communication dictionary, persuasive communication is defined as communication launched

by a person to change the attitude, views or behavior of others, as a result of which the affected party

carries out with his own consciousness. Then, according to Perloff in Liliweri (2015) in the book

Interpersonal Communication, persuasion is a symbolic process in which communicators try to

convince others to change their attitudes or behaviors about specific problems (Usman et al., 2021).

Based on the description above, it can be understood that persuasive communication is a

success, then the business owner must understand and meet their customers' needs and desires.

However, even though the services provided are categorized as the best, misunderstandings and

mistakes between the Creative Work team and its clients are still often encountered.

Common misconceptions and fallacies include: (1) misunderstandings about the services

offered: Clients often do not clearly understand what services are offered by digital agencies, which

can lead to misunderstandings in terms of expectations and expected results; (2) misunderstanding

of costs: clients often do not clearly understand the costs required to use the agency's digital services,

which can lead to misunderstandings in terms of budget and costs to be incurred; (3) misconceptions

about technology: clients often do not clearly understand the technology used by digital agencies,

which can lead to misunderstandings in terms of the capabilities and performance of the technology

are often caused by miscommunication that was not straightened out or addressed in the first place.

Therefore, communication is very important in establishing relationships between the Karya Creative

team and the Client.

Success and satisfaction are two things that are easy to say but quite difficult to create,

especially if part of Creative Work itself does not have a good communication strategy. This can cause

the existence that has been built to decrease. In today's digital age, digital marketing is increasingly

important for businesses, and many allocate a large portion of their budget. According to The CMO

Survey (February 2022 edition), marketers are happy to allocate 57% of their budgets to digital

marketing activities and plan to increase spending by another 16% in 2023. This shows that there is

a growing trend towards digital marketing and the use of digital agencies to support such efforts. Also,

team or are not knowledgeable in digital marketing (Ryan, 2016). So, it is not surprising if the

development of the establishment of digital marketing agencies is increasingly rapid.

This certainly has an important effect on the development and existence of Karya Creative, a

Digital Marketing service provider. If, in a few years, there is no significant update following the

development of the existing market, then most likely, Digital Marketing Agency Karya Creative will

experience a setback. From the presentation of these problems, this study will discuss how Creative

Works handles some of the problems. Focusing the research problem on "Persuasive Communication

Strategy of Creative Work in Attracting Prospective Clients". This research uses the theory of

and Cacioppo's thinking, this theory of persuasion tries to predict when and how someone will and

will not be persuaded by a message (Littlejohn, 2009: 108) (Tang et al., 2012). This theory also reveals

that a person will be more impressionable if they deeply process the message and consider the

arguments presented.

Few analyses have focused their research on problems in attracting prospective clients in Karya

Creative. The previous research also discussed the concept of persuasive communication strategy,

namely: "Gojek's Persuasive Communication Strategy in Attracting Customer Interest (Gojek case

study in the Ponorogo Area)." compiled by Sulistyastuti (2020). This research discusses 5 persuasive

communication strategies Gojek drivers use to attract customers in the Ponorogo area. The research

is limited to case studies in the Ponorogo area, so the research results cannot be generalized to other

of promotion through social media and word of mouth on consumer purchasing decisions at Bontacos

stores in Jombang. The results showed that promotion through social media and word of mouth

partially and simultaneously influenced consumer purchasing decisions at Bontacos stores in

Jombang. Unfortunately, this study has a limited sample size or has a small sample size, which can

limit the generalizability of findings to a larger population, and This study only focuses on a single

case study of Kedai Bontacos in Jombang, which can limit the generalization of findings to other

contexts or settings In this study, researchers will focus on researching communication carried out

by the Creative Work Team when solving or facing problems that happened. Communication between

each team and prospective clients will be considered regarding how they provide excellent service to

attract prospective clients. This research aims to determine the persuasive communication strategy

prospective clients. This research is important to provide education on the right persuasive

communication strategy for attracting prospective Creative Works clients.

Researchers use qualitative methods with an approach used descriptive studies, this is to be

able to learn and understand how Persuasive Communication Strategies Creatively Work in

Attracting Prospective Clients. Based on the above understanding, it can be concluded that descriptive

research is a study that describes what and how the subject of research occurs. This research was

potential clients to trust their brand. A literature study is an initial data collection technique

researchers use to find inspiration and references. Usually, researchers use the latest journals,

relevant sources, and books as sources of information.

Data analysis techniques used are data reduction and data display. Data analysis itself is an

activity that organizes, sorts, groups, provides codes or marks and categorizes data until a new finding

is obtained that can later answer the focus of a predetermined problem (Murdiyanto, 2020).

In this study, researchers used data authenticity tests using the triangulation method. In

addition to being used as a data collection technique, triangulation is also used to test credibility from

various sources, ways and even time (Murdiyanto, 2020). This study uses a type of source

triangulation, because the research subjects are several people in the Creative Work work structure

character. Elements of Persuasive Communication are considered to make the delivery of information

to clients easier and facilitate the process of making a concept. The researcher began the interview by

asking how persuasive communication strategies Creative Works used when dealing with clients. The

reason is, that persuasive communication strategy is one of the important elements in attracting

prospective clients to entrust their brand. In this section of the question, there are some mixed

responses regarding the process of how the Elements of Persuasive Communication are carried out

by the Creative Work team (Arisetiana et al., 2023).

In an excerpt of the interview, NR-1 mentions that in the Elements of Persuasive

Communication, the most powerful is building emotional connections. In persuasive communication,

building emotional closeness between the communicator and the communicant can be one effective

change the response. The message conveyed by the communicator in the process of persuasion can

be in the form of words, gestures, to tone of voice. In the statement, Speaker-1 has included elements

of persuasive communication in the Creative Work Marketing Team in the form of, 1) Persuader or

the person who conveys the message or in this case is the Creative Work Marketing Team. 2)

Persuadee or the person to whom the message conveyed in this case is a prospective client of Karya

Creative. 3) Perception, the message conveyed will determine the client's decision 4) Persuasive

Message where Creative Work tries to build the client's emotional connection by trying to relate the

same message, emotion, experience or value value to the client.

it sticks in the client's mind. This is an element of persuasive communication using 5) Persuasive

Channels where the Creative Work Marketing Team conveys through media such as chat, telephone

or online meetings and also face-to-face.

Delivering something based on experience and data is important as a basis for information and

insight before offering services to clients. A data-driven approach involves making decisions based

on data, not mere intuition. Similarly, in terms of marketing, simple language is very important to use

to communicate effectively with clients. Use concise and to the point sentences so that the message is

conveyed more easily. Indirectly, Speaker -2 also revealed that the language used is a strategy in

communicating with clients. Communication starts from providing an explanation of the services

offered, of course, still using persuasive language techniques.

is used by taking advantage of the human weak point of guilt. Therefore, the guilt of refusal is

instrumental in the success of this technique. When the client has rejected the offer at a price large

enough to be unreasonable, the client may feel guilty and uncomfortable to reject the offer of the

second, third package, and so on. Moreover, the next offer is deliberately made to look lighter. Even

though 22 is actually still in essence the client will take the package that Creative Works laughs at.

This technique uses elements of persuasive communication in the form of 6) Feedback and Effects,

namely the answers and reactions of Persuade or clients when Persuader or Creative Work Marketing

Team conveys persuasive messages, and also communicant effects or changes when receiving

messages through communication.

Results of analysis of elements of persuasive communication in digital agency Karya Creative

Based on the results of data processing, researchers found some alignment between what

researchers found in the field with what researchers obtained when reading several supporting

theories. The results of interviews in the field show that to attract prospective clients, Creative Works

must know what clients really need. Then the Creative Works team gave an explanation using easy-

to-understand language. And apply the elements of Persuasive Communication. This is because 23

Creative Works must be able to adjust between the knowledge they have and the knowledge that

language that can answer client needs and can be accounted for.

In addition to alignment with persuasive communication strategies, researchers also found

alignment between the results of the field and one of the strategies in communicating through digital-

adanya sebuah strategi agar apa yang disampaikan dapat diutarakan dengan baik. Pengaturan

tersebut disusun agar komunikasi dapat berjalan dengan efektif dan mencapai tujuan yang

diinginkan. Tujuan utama melakukan komunikasi adalah untuk menyamakan makna. Makna yang

dimaksud di sini adalah berupa pesan yang disampaikan kepada khalayak hingga membuat

persamaan arti antara komunikator dan komunikan. Menurut pemaparan tersebut Unsur-unsur

komunikasi merupakan elemen yang keberadaannya penting karena dapat mengarahkan orang lain

yang berlaku dalam Karya Creative. Peraturan tersebut berkaitan dengan manner dan attitude setiap

tim Karya Creative terhadap klien.

The manner and attitude displayed by Karya Creative will eventually give rise to two aspects

that attract clients to entrust their brand to the company. This aligns with one of the definitions of

focused attention that unintentionally emerges with full intention and depends on talent and

environment. This will ultimately lead to the client's purchasing decision. According to Kotler dan

whether individual or household, that buys goods and services for personal consumption. The

purchasing decision is a stage in the purchasing decision process where consumers truly buy. The

decision-making process is an activity that is directly visible in obtaining and utilizing the offered

goods..

Components of Persuasive Communication Used by Karya Creative

In the following research question, the researcher focuses on the topic of Components of

and captivating advertising language with an emotional approach to help clients' businesses grow in

digital media. This approach is part of the persuasive communication component, Claim, which is a

persuasive statement with explicit or implicit goals. Emotional ads are often used by Karya Creative

to create a connection with their audience and drive sales. Karya Creative has shown that ads

conveying strong emotions often go viral and yield positive results. By leveraging consumers'

emotions, Karya Creative can provide a good first impression and stand out in the digital marketing

world.

Similar to NR-1, NR-2 also stated that in conducting an advertising campaign, special techniques

are needed. This is one part of the persuasive communication component, namely Warrant, which is

a command packaged with an invitation that does not seem forceful. For example, the use of words

is a strong call to action that elicits a response and can create a sense of urgency by using discounts

or special offers that will encourage more clicks on the ad.

By providing a portfolio of Karya Creative's work and the packages offered to help develop clients'

brands, it can increase the trust of potential clients in seeing the ads offered by Karya Creative.

Presenting data and facts in every advertising campaign is crucial to strengthen the argumentation of

a message's superiority. Karya Creative presents their portfolio of work and the packages offered to

help develop clients' brands. This is part of the persuasive communication component, namely Data

and Facts. Persuasive communication is carried out by Karya Creative using three important

components: Claim, Warrant, and Data and Facts. In the explanations provided by NR-1, NR-2, and

has the power to change consumer behavior. This can help increase the sales of services offered by

Karya Creative. 2) Opening up new target markets: Persuasive communication can also open up new

target markets for Karya Creative. By persuading through various methods carried out by the

marketing team at Karya Creative, potential clients can begin to shift their attention to buying the

services offered by Karya Creative. 3) Increasing client trust: Persuasive communication carried out

well can increase the trust of Karya Creative's clients.

Findings in research:

(sell) available services. NR-1 also said that by changing the perspective where Karya Creatif was

founded, it was to help clients with their problems. After that, the client's problem will be matched

with the list of packages provided.

a factor influencing the success of persuasive communication. The next source also supports this,

saying that Karya Creative's purpose is to help clients with their problems.

Just like Speaker-1, Speaker-2 also explained that establishing Creative Works is intended as a

forum for business people who want to build their brand but are still confused about where to start.

Speaker 2 also emphasized that Karya Creative is expected to be a means to help market clients'

products/brands through digital media. Of course, all of this happens because of the persuasive

clients have, the success factor of Creative Works is the trust of clients. Trust is obtained using

persuasive communication strategies that Creative Works applies to attract prospective clients.

In the excerpt of the interview, NR-3 mentioned that it is better to communicate directly in

building trust from clients because it will increase client trust in Creative Works. NR-3 also said that

Creative Works must also be able to answer client needs when communicating and providing

solutions to the problems faced by clients. By using the sentence that Creative Works will accompany

and maximally assist the client's brand in digital media to achieve the desired goals. Communication

strategies with an emotional approach make clients more likely to accept the message conveyed

because they have established an emotional connection.

Dealing with client trauma is one of the challenges of Creative Work. The reason is the trauma