A scientist turned marketer who just loves the structure of working at an office, but also the freedom to work as a digital nomad. A family man that enjoys Richard Koch’s 80/20 Principle. This is the story of Rusydi Arsyraf.
What are you up to lately?
Helping business owners with content strategy and copywriting – to boost their bottom line. I’m also training up and coming copywriters, executives and job-seekers to become better writers online.
Tell us a bit about yourself.
I didn’t start as a marketer though. My journey began as a scientist in a Children’s Hospital, I was part of a team that aimed to prevent severe medical conditions in newborn babies. And it also meant working in the mortuary at times (more stories on this, stay tuned).
Other than being a scientist by day, I also worked as a music producer on the side. Some of the tracks were featured on Ria 89.7FM, Power 98FM and Mediacorp Suria. But the thing was, after being in the music and medical field for about five years, I decided to pursue something different. I went to study at Oklahoma City University, and graduated with a Bachelor of Arts in Communications, and that’s when I shifted from the medical field to marketing.
I worked in a few SMEs in the education industry. Language learning, children’s enrichment, finance and investing etc. Picking up the ins and outs of a business, and of course – marketing and advertising. Years later, I had a lucky break to work with Success Resources – where I was given the chance to run marketing campaigns promoting international speakers like Tony Robbins, Robert Kiyosaki, and Gary Vaynerchuk. Each of them with a massive online following in the range of millions. That kinda accelerated my learning curve in the area of content marketing, copywriting and paid advertising (Facebook, Google, YouTube).
Where are you now?
Lion City, Singapore.
Aquarius. I don’t read much into it though, so I’m not sure what’s that gonna mean.
Are you an introvert or extrovert?
Introvert, according to the Myers-Briggs Type Indicator. I grew up as someone who doesn’t talk much. In school, teachers would describe me as ‘quiet’ or ‘reserved’. And now I’m part of a committee for Introvert’s Network Asia. So, that confirms my introverted-ness, right? Haha. But then again, I think everyone has a mix of the two. Depending on the situation.
Your official designation now is?
Content Strategist at Success Resources and co-founder of Copy Clinic – helping businesses that want to raise their online presence and be more profitable using paid ads, copywriting and content marketing.
Marketing is broad, what’s your specialty?
Direct response copywriting, content and email marketing.
What do you love about Marketing?
When I studied biomedical science in school, I wanted to learn about human psychology and neuroscience. On how the brain works and stuff like that, and marketing is pretty close because I get to study behavioural science.
What do you hate about Marketing?
Marketing campaigns that appear big with over-the-top hype, and then not delivering on the promise.
When thinking, you’d like to be alone or with people?
Mostly alone, with a pen and notebook. But also by bouncing ideas off with marketers, and getting different views from the audience.
Your ideas, most of them came from?
A combination of reading, observation, introspection, and research.
Are you a digital nomad or office freak?
Can I opt for both? Haha. I like the structure of working at an office, but also the freedom to work as a digital nomad when needed.
Your favourite social media?
LinkedIn and Facebook. LinkedIn’s network and reach is pretty good while I primarily use Facebook for the group function.
What do you do when you’re not working?
Family time with my dear wife and our cute little daughter.
Who’s your marketing icon?
I’ve got five names that came to mind, but if I had to choose one, it’ll be Jay Abraham. Quite the legend to learn from. Timeless, elegant marketing principles.
What is the first thing you’d do when you’re hired/chosen to handle a new project?
Firstly, before anything else – be grateful. And then let’s get down to business with – research, asking questions, getting the objectives clear, and the outcome expected.
Are you a morning person or a night owl?
Morning mostly. The mind is sharp and fresh in the morning to produce your best work.
How do you stay motivated?
Family, and doing my best for them. Reading and learning. Audiobooks and podcasts on personal development, marketing and copywriting.
Ever got ideas from movies or songs?
This movie – Pursuit of Happyness featuring Will Smith. Also because it’s based on a true story. It has many elements that showcase grit, creativity, determination, salesmanship, parenting, family, and unconventional wisdom. All in one.
The best book you’ve ever read?
Richard Koch’s 80/20 Principle. Run to the store and get this now if you haven’t read it yet. In a world of distraction and chaos, focus on the vital few that bring in the results. Less stress, more fulfillment.
How to contact you?
You can find me on LinkedIn.