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  • Writer's pictureCopywriter Kazuo Nakamura

What is the most important technique in copywriting?

~ The final finishing touch when writing by a professional copywriter ~


No.003 | C. Words | C-001

SHU-CHAKU means obsession, attachment, commitment, and detention.
Frequently Asked Questions for Copywriters

I'm the end of the copywriting world, or I'm a quiet person, but thankfully I get a voice from a seminar about copying and a class about communication , so I sometimes take the stage even though I'm afraid. And have the opportunity to teach.


At such times, there are almost always questions from the people and students who attended.


(A) "What do you pay most attention to when writing a copy?"

(B) "How can I write a copy?"

(C) "What are the skills required for copywriting?"


Although they all have the same content, it is decided that they will answer in general, but the answer seems to be awkward and I'm sorry, but I will touch on it a little later, but first of all, it is a question.


Did you notice anything about how to write (A) to (C) above?


・ Because it is a question format, question sentences

・ Because it is a conversational sentence, it is written in brackets.

・ Alphabet numbering at the beginning of each sentence


And so on.


The above may have been mentioned. So that's it. Certainly both match.


If you have read this blog so far, for example , remember the "typical hiragana notation" mentioned in the article " Review of advertising copy posted on New Year's Day 2020 " .


・ Hiragana notation such as "when", "good", and "yo"


Furthermore, derailedly, pointing to the above point,


・ If there are continuous brackets such as "when", "good", and "you", do not put a comma (,) between the commas.


I'm not so happy when it comes to the point, but unfortunately it's not there that I would like you to notice this time. I'm sorry to say that.


* In the "Words" category, copywriting tips such as words and notations are inserted here and there in this article. Please refer to it.

 

"Unification" that you want to be aware of in copywriting

Image: Hitting the keyboard, mouse, yellow watch, and smartphone on a white desk.

So, in (A) to (C) above, I would like you to be aware of this. that is,


"Same number of characters"


about it.


"What is that?"


If you feel that way, please keep in touch with us as it is premature.


"Unify", "Align", and "Match" (* 1) are one of the points that we are aware of when copying and writing .


(* 1) "Align" is a little difficult to read, and "Match, meet, match" is often written in hiragana for multiple reasons.

By the way, while the above (A) to (C) are unified with the question mark (* 2) at the end of the sentence, "-ma (-de) suka" , "copy" and "copywriting" "Is not unified.


(* 2) By using the question mark "-ka", you can write an interrogative sentence without adding a question mark, and because it gives a cheap impression, you often do not use the question mark "?"

Originally, I wanted to unify this as well, but it was the "number of characters" that gave priority to unification. Therefore, the unification of "copy" and "copywriting" was the runner-up.


The intention is clear, and it is "appearance" without having to look at (A) to (C) above again. How is it? Isn't it beautiful?


Humans begin to get confused little by little when they see more than one item.


When it comes to three as mentioned above, for example, add a bullet (・) at the beginning of the sentence or make a bullet point, but it is because of the kindness to avoid confusion of the reader as much as possible.


Numbering is as shown in (A) to (C) (By the way, the reason why I didn't use bullets is to make it easier to point out later), and the number of characters is perfectly aligned so that the three items are easy to read. Rather, it was a device to make it "easier to see."


In the world of commercial copywriting, in general, not only is there a lot of information that we originally wanted to convey, but we also asked the reader to read it (* 3) and encourage the reader to do what the writer wants. It is a world where people are often subject to specific (disrespectful) demands.


(* 3) "Get" is often written in hiragana for reasons of obfuscation.

That is why, in order to convey as simply and easily as possible, we always attach great importance to "matching the number of characters" that leads to a beautiful appearance.


 

What is really important in copywriting

"I see. It's important for copywriting to have the same number of characters."


If you feel that way, I'm sorry to be persistent, but it's still premature, so please keep in touch with me.


Sure, it's important to have the same number of characters, but more than that, you can't escape from having the same number of characters, sticking to all the trivial things, including having the same number of characters, that is,


"I'm particular about the details that aren't there."


It was a hint so far to appeal that. I'm sorry for the roundabout. Thank you for your patience, "sticking to the details" was the answer at the beginning (A) to (C).


Align the number of characters. Similarly, unify. Align. Match. All of these are just a few examples of what is under the control of "attention to detail."


Because, there are some other things that we value when writing a copy, and I will cover them in a small section in the future, but in the end, all of them can be included in "sticking to details". Because I think I can do it.


 

Notification of "Introduction Ban"

Image: Hands to write in a notebook with a fountain pen.

The introduction has become much longer. About "words" in this category, I will finally get into the main subject. Again, I'm sorry.


The main theme of this time is to stick to the word "I will introduce you".


That was before. To propose a plan every month, it shall be deemed to be replaced projects that when it was involved in.


"Next time, I will introduce this kind of individuality in such a region."

"Next time, I will introduce this kind of culture in these countries."

"Next time, I will introduce this custom in this area."


Okay. The number of characters and notations are the same, but that is not the point. But how about it, it looks beautiful.


Returning to the story, in the regular case of the case, I submitted the draft that I researched to the director in charge of client explanation in a document.


Therefore, the director in charge praised me, who keeps writing the above proposals every time without thinking deeply.


"Don't use the word'introduce'anymore because it gives the same and shallow impression every time." (* 4)


(* 4) When emphasizing the "" in a conversational sentence, it is customary to enclose it in "".

Even though it is not a preliminary document to propose to the client, and it is not a draft (* 5) of copywriting or writing , that is, it is not the actual copywriting or manuscript, but the expression written in the material for proposal. In response, the director in charge pointed out that.


(* 5) Draft or rough draft of the manuscript. Originally meant as a draft. In the industry, it is often used separately from "plots" that refer to plots and structures. Use it like "Kazuo-chan, can you make a draft quickly?"

We were forced to avoid the expression "introduce" by making full use of all expressions after the "introduction ban" was issued, and it was trained. Not the actual copywriting, but the expression of the proposal material.


Even though it is a proposal material, it is a good copywriting. Looking back, it was a thankful point from the director in charge who learned a lot, and it was an experience that was not so small as to be covered in the subsection.


 

I will stick to the word "I will introduce you"

So, the subject.


In the next issue of "Monthly Copywriting", we will introduce "10 memorable copies" .

Please rewrite the above example without changing the meaning without using "Introduce" .


This was a theme that I sometimes took up in a class workshop at an art university , and I asked the students of art school to come up with some rewriting plans, but I was in a difficult situation. ..


Well, how about it? Is it possible to express "introduce " without using "introduce"?


First, let's introduce an example rewritten by the previous students. Oops, let's "list" instead of "introduce".


A In the "Monthly Copywriting", "copy 10 election remains in the memory" of the next issue will cover .

Okay. It's the most orthodox paraphrase of "introduce". Sounds good.


In the next issue of "Monthly Copywriting," we will approach "10 memorable copies . "

O. It was powerful. By paraphrasing "approaching", the original "o" was replaced with "ni". It became an expression that gives a sense of expectation to the next issue. It's a good idea.


The next issue of "Monthly Copywriting" will feature "10 memorable copies" .

When it comes to Japanese expressions, it is a common technique to use kana expressions. We often rely on Japanese-made English and other kana expressions. By the way, be careful not to confuse it with "future" (future) or make a typo. We also do it once.


So far, I have given examples, but I think it is difficult to find expressions other than the above.


In any case, it can be said that the above example has a better impression than the mundane expression "introduce" that can be written easily.


At the time when the "Introduction Ban" was issued, we also had a hard time. Did you come up with an alternative after reading this far?


Now, let's rephrase "introducing" in a different way.












The next issue, "Monthly Copywriting," is the "10 memorable copies" that I would like to recommend now .

The next issue, "Monthly Copywriting," will confidently deliver "10 memorable copies . "

You can't talk about the next issue of "Monthly Copywriting" without knowing "10 memorable copies" .

The current location of the next issue of "Monthly Copywriting " to be considered from "10 memorable copies " .

I'm sorry to say that I'm a little spared by inserting a centering bullet (・) line break, which seems to me.


Now, seeing the above example,


"What is it? I'm rewriting other than the stylistic structure and" I'll introduce you ", and it's kind of crazy."


I can hear the voice, but


In the next issue, "Monthly Copywriting," "10 memorable copies" will be introduced.

The meaning (intention) of the announcement for the next issue has not been changed, and the expression "introducing" has not been used, and both have been established.


It seems a little strict, but if you just paraphrase "introduce" to another word as instructed, it's just "work".


The "work" that should be supposed to be is to read the intention and essence from the instructions and requests given, and to stick to expressions that go beyond "introduce" to make you expect the next time and beyond.


We have been taught such an idea from the manuscripts of many ancestor editors and prominent major writers .


I wish I could share this attitude towards words someday. This time, it was sunny and I was able to pick it up in a small column.


It's a miso in the foreground, but the four paraphrases mentioned above should be much more promising than the mundane, mundane "introduce" expression.

 

Polish the things that never happened

Similarly,


・ (To)

・ When (of)

・ Thoughts


If there were these ordinary things like,


・ (To): Value (to) / Current status / Event / Actual situation / Fact

・ (-) Time : (-) moment / moment / moment / beginning / moment

・ (~ that) I think: (~ that) feelings / yearning / prayer / determination / Emotion



If you stop for a moment and pay attention to the details according to the request, context, and context from the other party, the range of expression will be greatly expanded.


That is the main purpose of "sticking to the details".


What I don't want you to misunderstand is that "introducing", "things", "time", and "thoughts" are not bad at all. , It's important.


Okay. Well, even the expression "stickiness" may be particular.


By the way, all three paraphrase proposals above (* 6) are unified in terms of "five proposals," "four two-character language," and "one kana language." I did it because it would be more confusing that the number of each proposal would be different). (* 7)


(* 6) There are many hiragana notations for "together" from multiple notations such as "together, companion, and companion."

(* 7) It is customary to use "end of sentence ()." Instead of punctuation marks (,.) Immediately before paren () at the end of the sentence or at the end of the sentence in ().

× has been ~ . (The reason why the unification of the number of characters was the second point is that it is more confusing that the number of each proposal is different)

× ~ (The reason why the unification of the number of characters was the second point is that it is more confusing that the number of each proposal is different . )

 

The god of words dwells in the details

Image: A book that opens pages written in old languages with black and white photographs.

Unify the number of characters. Align the notation. Match the expressions. Let's rephrase the wording.


Attention to words, that is, "stickiness" like these, is an indispensable process to deliver better copywriting to the recipients and readers who are ahead of the copywriter who is the writer. Is thinking.


Former Japan national team director Takeshi Okada and anatomist Mencius Yoro have said the same thing, but I think it will be common in the world of words.


The god of words dwells in the details.


We believe so.


No good. Put red. Fixed. It's our belief in dealing with the finishing touches of copywriting, which we value most, which we have reached from countless blunders and the slightest compliments.


Sorry I made you wait. This belief, which I write at the end, is the punch line for the subsection.


"We are very particular about the ordinary things that aren't there."

(End)

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