About
copybeef
is what?
01 / What is this
copy = copywriting. Obviously.
beef = complaints. Frustration. Grievances that come out because they've been held in too long.
copybeef was born from exhaustion seeing copywriting content circulating on the Indonesian internet. Everything feels like a trimmed-down version — safe, offending nobody, and useless for people who actually want to get serious.
This isn't a blog that teaches. It's a documentation of the thinking process of someone who's been in this industry for 7 years and is still often confused — but can usually find the reason why.
02 / Why it exists
Because I'm bored. And productive boredom needs an output.
I've sat through too many wrong briefings, written copy that's technically correct but strategically empty, and watched good copy get ignored because the client prefers "safe".
Rather than letting that frustration evaporate, I write it down. If someone reads it and feels smarter afterward — great. If not — at least I've thought harder.
"I'm not here to inspire. I'm here because I'm also confused — just more structured."
03 / Content types
Definitions and basics rewritten more honestly.
Long editorials about how to think, not how to write.
Reviews of books, classes, and copywriting content out there.
Dissecting good copy from others, rewriting, and commenting honestly.
Written by
Alan Sjahputra
Copywriter. 7 years. Worked at agencies, in-house, and freelance. They all have their own problems.
No communications degree. Learned to write by writing. Learned copy from failed copy.
The frustration is structural, not personal.
No affiliate links here. No hidden sponsors. If I recommend something, it's because I think it's good. If I criticize something, it's because I think it needs criticism.