Masanori Kanda's Preface _Even in a burning field, if I only had this technique...

A Copywriting Roadmap to Complete Your Growth
The structure and core of the book
PMM Search Sheet: Preliminary Research Tool
PMM Self-Checklist: A Post-Complete Verification Tool
【BTRNUTSS Checklist】
【PASBECONA Basic Structure】
【PASBECONA Application Template】

Chapter 1.
The Magic of Copywriting That Drives Sales

1.
Response advertising, which enables direct sales
2.
Providing real 'benefits' to customers
3.
A 'Paper Salesman' who works for you 24 hours a day
(1) What is a salesman on paper?
[Column] Everything You Need to Know About Swipe Files: A Practical Copywriter's Essential
(2) The evolution of sales letters with 100 years of history
(3) From Paper to Digital: The Birth of the Detail Page (SP)
(4) SP vs. HP: Different purposes, different appearances
4.
Structure for generating sustainable profits
(1) Lead, Front-End, Back-End: The Three-Stage Rocket of Marketing
[Column] Two-Step Marketing and CVR (Conversion Rate): Dividing the Stages Leads to Greater Results
(2) Understanding the core of the profit structure: LTV and CPA
(3) Three sales strategies to increase sales: upselling, crossselling, and downselling.
Points of this chapter
[Column] Marketing that Grows Customers Step by Step

Chapter 2.
The introduction must be compelling within 3 seconds to sell.
: 8 formulas for creating impact 'BTRNUTSS' (Butternut)

1.
The introduction contains a formula: 15 golden patterns and 66 frames.
2.
Impact copy designed with frames
3.
8 Magical Keywords That Get Clicks BTRNUTSS
4.
How to Make Your Introduction More Powerful with 8 Elements
5.
How to Use the BTRNUTSS Checklist to Quantify the Impact of Your Introduction
Points of this chapter
[Column] The Science of Copywriting Revealed by Behavioral Economics

Chapter 3.
The sales detail page has a different structure.

1.
Basic structure of the detail page
2.
13 Key Elements of a Detail Page
(1) Headline
(2) Opening
(3) Body copy
(4) Benefits
(5) Evidence/basis
(6) Offer
(7) Special benefits
(8) Risk reversal (peace of mind)
(9) Limited
(10) Deadline
(11) Closing
(12) CTA (Call to Action)
(13) Postscript
Points of this chapter
[Column] The Secret to Readable Copy: Subheadings and Bullets

Chapter 4.
The essence of compelling copy: PMM (Product Market Matching)

1.
What sells isn't "sentences," but "ideas that fit the market."
2.
Selling ideas come from matching.
3. One question that defines PMM
(1) 'Who did what and how did it happen?'
(2) Two common mistakes when thinking about PMM
(3) Compress what you want to say into one word.
(4) Technology to effectively express PMM
Points of this chapter
[Column] Your Customer List Is Your Best Asset

Chapter 5.
The persuasion formula that works online today
: 'PASBECONA'

1.
The Law of 'Persona': The Fundamentals of Sentences That Move People
2.
PASBECONA: A Persuasive Structure Optimized for the Online Age
3.
Easily create detailed pages with templates
4.
'Pasvicona' Utilization Strategy as Seen Through Actual Detail Page Case Studies
5.
Weight and influence of each detail page component
6.
'Pasvicona' also applies to plans, proposals, and presentations.
Points of this chapter

Chapter 6. The PMM Search Sheet: Finding PMMs

1. Five Preliminary Questions That Determine the Success of Your PMM Search Sheet
2.
How to use the 'PMM Search Sheet'
(1) Product name (①)
(2) Ideal Customer (②)
(3) Current customers (③~⑦)
(4) Offer (⑧~⑬)
(5) Positioning (⑭~⑮)
(6) Product contents (16~20)
(7) Benefits (21)
(8) Identifying and Responding to Customer Hesitation (22)
(9) Final Summary: 'Who did what, and what happened?' (23)
3.
The relationship between the 'PMM Search Sheet' and the detailed page configuration part
Points of this chapter

Chapter 7.
32 Writing Techniques to Increase Your Close

1.
How to Create "Sellable Sentences" That Will Make You Buy The Moment You Read Them
(1) The number of customers you gather varies depending on the message you write.
(2) Technology to convey benefits ‘in depth’
(3) How to set a persona
(4) Why should we use “what’s in the customer’s head”?
(5) What is ‘commercial insight’, the ultimate insight that shakes up customers’ thinking?
(6) Three key elements that move people
(7) Just borrow the idea: A copywriting example of a 'request letter'
(8) Copywriting techniques that move the hearts of B2B managers
(9) The '33 minute 33 second concentration method' that dramatically improves writing speed
(10) How to create a 'story chart' that also works with videos
2.
A persuasive sentence formula that goes beyond understanding and leads to acceptance and action.
(11) The persuasive formula for creating “the same side”: the common enemy strategy
(12) 'Sizzle' writing that makes the scene come alive the moment you read it
(13) 3 sets of sentence structures to imprint at once
(14) Loss-aversion copy strategy that emphasizes “you’ll lose out if you don’t buy”
(15) The art of handling objections by turning doubts into opportunities
(16) One word from a customer is worth a hundred words of persuasion.
(17) Persuasion strategy starting from zero review
(18) 'Future paging', which elicits action by previewing the next scene.
(19) Persuasive writing skills that break down price resistance
(20) How to Use CTA: Timing and Copy Can Change Sales
3.
Ending Gracefully: The Art of Sentence Completion
(21) Detail page, what is the optimal length?
(22) Editing techniques for the '8-second concentration era'
(23) Even just by breaking lines properly, click-through rates can change.
(24) In the smartphone era, from ‘reading sentences’ to ‘seeing sentences’
(25) Share the font and adjust the strength
(26) How to use images and captions effectively
(27) Appropriate line spacing determines readability.
(28) Sentences must be carefully edited.
(29) Things to remember when receiving feedback
(30) The most powerful correction technique you can do alone
(31) Even veterans make mistakes: a post-completion self-checklist
4.
Reverse thinking to create a plan that sells
(32) Use SP before product - Planning changes.
Points of this chapter
[Column] It's Not Writing, It's Skill: How to Make a Living as a Professional Copywriter

Chapter 8.
Copywriting Weapons to Generate Sales Online

1.
The overall structure of Internet marketing
(1) Online vs.
Offline, essential difference
Column Paper Isn't Dead: 5 Persuasive Techniques for Offline Copy
(2) Advertising, Content, and Messages: Anatomy of Internet Marketing Flow
(3) The Power of Internet Advertising: One Click Makes a Sale
2.
Email copywriting
(1) From DM to Email: Still a Powerful Sales Channel
(2) Points to keep your email alive: Sender and subject
(3) Reading customer sentiment through opening and click-through rates
(4) Step Mail Strategy: Why One-Time Sending Fails
(5) Segmentation: Reduce fatigue and increase responsiveness
3.
Tests to improve advertising performance
(1) A/B testing
(2) Advertising test case
4.
Video Sales Copy: What You See, What You Hear
5. FAQ
Points of this chapter

Chapter 9.
29 Copywriting Tips from Masanori Kanda

Going Out _ Copywriting is Your Possibility

References

Special Appendix ① 100 Original Copywriting Techniques
Special Appendix ② 105 Essential Copywriting Terms

Is your sales stalling just because of your copy?
―It's not just a sentence or two that's different, it's the structure of the thought that's different.

“Why doesn’t mine sell even though it’s the same product?”
“Why does that person earn more than me even though he works less?”
Everyone has thought about this at least once.
But to be honest, the world is inherently unreasonable.
Instead of lamenting the irrationality, what if we could use it in reverse through 'language'?
Everyone tries, but the results are different in just one sentence.
Now, it is an era where ‘how you say something’ rather than ‘what you do’ determines your career.

Japan's best copywriter, Masanori Kanda, is a person who survived in this gap of irrationality with 'language'.
The copywriting he talks about is not just a simple writing technique.
It is “the power to rise again with a piece of paper and a pen, even in the middle of a burned field.”

"The Essentials of Copywriting" is a compilation of survival strategies proven in the field for 25 years by Japan's top copywriter, Masanori Kanda, and the most realistic textbook for restoring "language survival skills."
In an era where even a single line on a detail page or a single sentence in a message can change the sales curve, language is the most powerful asset that can support your career.


A Sentence That Turned Despair Around: The Beginning of Copywriting
―Masanori Kanda's 25 years of proven sales skills, proven in the field for 25 years.

The book begins with one man's desperate story.

When Masanori Kanda was young, he was put in charge of a foreign company's entry into the Japanese market, but he was given a deadline of six months to "produce results or be fired."
An MBA degree from the US and a fancy resume were of no use.
In fact, he didn't even know how to attract a single customer.

Then, one day, while on a business trip, a sentence he saw in a magazine changed his life.

“If you know the laws of language that move people, even a small advertisement will bring customers.”
He held onto that sentence, and every day after work until dawn, he copied and read the sales letter, dissecting each word.

One success after several failures.
That one small ad eventually led to billions in sales.
Since then, Masanori Kanda has emerged as a pioneer in the field of DRM (direct response marketing).
He became the founder of "Japan's Best Marketing Company," the only one among 2,405 companies to receive a perfect score of 5, and became a mentor to countless managers and creators.

Co-author Junichi Kinuta also looked for “work that is not bound by time and place” for his children with disabilities.
I started copywriting.
For him, writing was a survival skill.
Although he had neither capital nor connections, he opened a second life by connecting with the world through 'language'.

"The Essentials of Copywriting" is a survival know-how proven through the experiences of these two authors, and a practical system that anyone can follow to learn how to make a living through words and writing.


It's not the sentences that sell, it's the ideas that fit the market.
― The art of persuasion, accomplished through structure, not sense.

Masanori Kanda says:
“Copywriting is not art, it’s design.”
His core insight is simple.
Selling sentences come from structure, not inspiration.
With 25 years of experience, he has proven that persuasion can be trained with a 'formula' rather than a 'feeling'.


This book contains 15 golden patterns to capture the customer's brain within 3 seconds, 66 practical frames, the BTRNUTSS law (8 elements) that structure impact, and PASBECONA, a persuasion formula optimized for the smartphone era.

And at the heart of all these formulas is 'benefit'.
Customers don't open their wallets for the features of a product.
What they really want is the change that the product will bring.

Anyone selling dental education programs should sell "changes that lead to increased repeat visits and hospital stability" rather than "training results at 300 hospitals."
This one line difference can make or break your sales.

We live in an era where AI replicates content and anyone can automatically generate advertising copy.
But the power to decide 'what to say' remains a human domain.
What this book teaches is precisely that judgment, that is, the power to discover ideas.

Three Changes "Copywriting Essentials" Promises Readers

1.
Master the language of persuasion that guarantees sales even without natural talent.
Many people think copywriting requires a "feel," but in reality, it's more of a "design job"—a strategic combination of proven elements.
Masanori Kanda experimented with thousands of advertising phrases over 25 years and systematized the commonalities of "language that sells."

By learning just 15 golden patterns and 66 practical frames, anyone can create a sentence that captures the hearts of customers in less than 3 seconds.
Sales are determined by 'selling sentences', not 'luck'.

2.
Learn practical language survival skills that will help you avoid lifelong financial insecurity.
Masanori Kanda stood up again with a single pen even in the face of the threat of dismissal.
What he proved is that 'writing skills' are the key to survival.
Copywriting is a lifelong skill, more powerful than a qualification.
The moment you clearly articulate your expertise, you can break free from the low-price competition and live a life free from the worry of securing customers.

By analyzing, transcribing, and reciting the original texts of the most successful sales letters in history, including "Piano Copy," "English Mistakes," and "Two Young Men," the book also presents training methods that will help you learn the psychological structure that drives explosive sales.
This book is more than just a writing textbook; it is a 'life design manual.'

3.
Possess the "idea discovery" and "strategic planning" skills to penetrate markets and customers.
Selling sentences start with ideas that fit the market rather than excellent writing skills.
This book presents a method for finding product-market match through the 'PMM Search Sheet' that reads customers' desires, fears, and pains.

By going through this process, you will be able to develop strategic planning skills that will allow you to see everything from "what to say" to "how to sell."
Your ideas become science that moves the market, not just feelings.