Before we get started) The essence of 'selling copy' that you can understand in 1 minute
(Introduction) From “I don’t need it” to “I want it”

Chapter 1: Invitation to a World That Sells: The Premise Matters More Than the Sentence
What is the essence of marketing copy?
Ideas that sell aren't "made," they're "picked up."

Chapter 2: The Real Reason Customers Pay
The product's features or merits are not important.
When does the wallet open?
Don't be confused! How to fully understand the concept of benefits.
Two Ways to Design a Selling Benefit

Chapter 3: All customers are classified into three types.
Don't just create a persona
3 types of targets
How to determine which target type is most likely to buy
How to Create a Living, Moving Persona

Chapter 4: How to Create a Tailored Sling for Each Target Type
Are effective appeals different for each target type?
Targeting Type A Customers with High Purchasing Needs
How to Captivate Type B Targets: "Customers Under Review"
How to Captivate Type C Targets: "Low-Willing Customers"

Chapter 5: How to Craft Sentences That Sell Hard-To-Sell Products
Targeting Type C: How to Capture Your Target Audience ① Identifying the Product's Features and Finding a Selling Target
How to Captivate a Type C Target ②: Creating a Selling Appeal Without Changing the Target

Chapter 6: Catch Copy That Doubles Sales
Two Questions to Understand the Essence of Catch Copy
The Basics of Catch Copy
A case where a catchy copy significantly changed the advertising response.
Why Catchphrase Makes a Big Difference in Reactions
You don't have to pass it all at once
Column) 3 Key Points for Successful Research

Chapter 7: 4 Steps to Writing Catch-Up Copy Even Beginners Can Use
Find and delete unnecessary words
Step 1: Clear Targeting Copy
Divide the long sentences into two steps to maintain rhythm.
Step 3: Delete unnecessary words
Step 4: Ask a Question

Chapter 8: 13 Ways to Write Catch Copy That Sells
Expression ① Including benefits
Expression ② Benefit Specification
Expression ③ Presenting realistic benefits
Expression ④ Narrowing the customer scope
Expression ⑤ Change to 'voice of the heart'
Expression ⑥ Using numbers
Expression ⑦ Showing Results and Achievements
Expression ⑧ Before & After
Expression ⑨ Taking advantage of the bandwagon effect
Expression ⑩ Showing Authority
Expression ⑪ 'Easily', 'Right away', 'Anyone'
Expression ⑫ Stimulating the five senses
Expression ⑬ Keep reading
Common points of caution for all catchy copies

Chapter 9: 11 Effective Expressions for Targeting Type A Customers with High Purpose
Be sure to clearly state the 'product name' and 'offer'.
Expression ① Emphasize product name and offer
Expression ② Adding 'that'
Expression ③ Adding keywords such as 'popular' and 'famous'
Expression ④ Adding the keyword 'now'
Expression ⑤ Specifying the keywords 'popular' and 'famous'
Expression ⑥ Showing 'It's on sale'
Expression ⑦ Adding the keyword 'finally'
Expression ⑧ Expressing urgency
Expression ⑨ Zeigarnik effect
Expression ⑩ Conveying the value of the offer in an attractive way
Expression ⑪ Supplementing the reason for the offer

Chapter 10: 9 Effective Expressions for Type B Targets Under Review
Appeal to the difference from before, the difference from others
Expression ① Don't ○○
Expression ② Finish what you are doing today.
Expression ③ To you, ○○ (To ○○)
Expression ④ You can do ●● without doing ○○
Expression ⑤ ○○ chose
Expression ⑥ 5 Expressions that Enhance Surprise
Expression ⑦ Piano copy
Expression ⑧ Latest ○○
Expression ⑨ Never fail ○○
Column) Copy is also used in job advertisements.

Chapter 11: 10 Effective Expressions for Type C Targets with Low Purchase Desire
Tell us the solution instead of selling us the product.
Expression ① Hide product name
Expression ② Don't ○○
Expression ③ To you, ○○ (To ○○)
Expression ④ You can do ●● without doing ○○
Expression ⑤ Story
Expression ⑥ Piano copy that reinforces the story
Expression ⑦ It was ○○.
Until ●●…
Expression ⑧ 5 Expressions to Strengthen Your Story
Expression ⑨ Aren’t you doing it wrong like this?
Expression ⑩ ○○ result

Chapter 12: How to Write Lead Copy That People Want to Read
Even if you succeed in attracting attention, you should not let your guard down yet.
Lead copy that guides customers to the body of the ad
Content of lead copy ① Further strengthening the catchy copy
Content of lead copy ② Arousing curiosity
Content of Lead Copy ③ Attractive Offer
Mention the reason and value of the offer
Lead Copy Ideation

Chapter 13: How to Write Body Copy That Captivates Customers
Overcoming 'Not Believing' and 'Not Acting'
The Principles and Principles of Selling Body Copy
5 Essential Rules for Writing Body Copy That Sells
Two Rules Pros Follow
5 Steps to Writing Body Copy
Example body copy for a Type C target audience: "low-inclined buyers."
Example body copy for a Type B target audience: "Review Customers"
Example body copy for a Type A target audience: "High-purchase customers."
How to Write Body Copy Quickly
Still having trouble with body copy?

Chapter 14: 21 Body Copy Phrases That Will Boost Sales Right Now
Brush up technique
Techniques for increasing persuasiveness ① Speaking objective facts
Skills to Increase Persuasion ② Speaking Specifically
Techniques for Increasing Persuasion ③ Digging into the Reader's Conviction
Technique to Increase Persuasion ④ Showing Evidence
Technique to Increase Persuasiveness ⑤ Comparing Products of Different Genres
Techniques to Increase Persuasiveness ⑥ 3 Reasons
Techniques to Increase Persuasiveness ⑦ Syllogism
Techniques to Increase Persuasion ⑧ Every Sentence Matters
Technique to Increase Persuasiveness ⑨ Using Weaknesses in Reverse
Techniques for communicating in an easy-to-understand way ① Concrete + Easy-to-understand
Techniques for communicating in an easy-to-understand manner ② Expressing in language that readers use
Technique for making communication easier to understand ③ Reducing Chinese characters
Easy-to-understand communication technique ④ Sentence breakup
Techniques for Communicating Information Easily ⑤ Visualizing Information
Techniques for Easy Communication ⑥ Visualization
Easy-to-understand communication skills ⑦ Dividing items
Easy-to-understand communication skills ⑧ Be careful with discount expressions
Easy-to-understand communication skills ⑨ Using charts
Techniques to Keep You Reading ① Improving Your Rhythm
Technique to keep readers reading ② Using subheadings
Technique to keep people reading ③ Asking questions

Chapter 15: Storytelling That Makes People Want to Buy
What is storytelling?
3 Reasons Why Stories Are Effective
3 Conditions for a Story That Makes People Want to Own a Product
Composition of a Selling Story
③ From daily life to the worst situation
④ Experience in the worst situation
⑤ Achieving success
⑥ Secrets to Success Revealed
⑦ Benefits and ⑧ Closing
Summary of Storytelling ①~⑧
'The story behind product development' is also a form of storytelling.
W-shaped storytelling
The most important thing in storytelling

Chapter 16: One Word to Get a Reaction! How to Write a Selling Offer
The offer that turned a small pizza shop into a global enterprise
Fully understand the offer
7 Cases Where Offers Made a Big Difference in Reaction
6 Types of Selling Offers
Mixed types of offers being sold
5 Types of Failing Offers
3 Keys to a Successful Offer
Column) The story of a tenfold increase in sales thanks solely to offers.

Chapter 17: Advertising Testing: Scientifically Verifying Selling Copy
Copying is a science
An ad test that resulted in a surge in sales after a year.
The Right Way to Split-Run Test
3 Pattern Testing Methods for Advertising Effectiveness
9 Must-Know Metrics for Online Advertising Testing
Once you find the answer, use it thoroughly.

Chapter 18: 13 Techniques for Easy-to-Read Layout and Decoration
The purpose of 'layout' and 'decoration' in copy
How to make it easier to read ① Remember KISS
How to make it easier to read ② Avoid unusual fonts
How to make it easier to read ③ Avoid excessive use of colors
How to make it easier to read ④ Black text on a white background
How to make it easier to read ⑤ Aligning lines left and right
How to make it easier to read ⑥ Setting up the paragraph
How to make it easier to read ⑦ Divide paragraphs
How to make it easier to read ⑧ Using margins
How to Encourage Reading Order: Be Aware of the Flow of Eyes
How to guide the reader to where you want to read ① Confining them to a square frame
How to guide the reader to where you want to read ② Adding emphasis to sentences
How to Guide Your Reader Where They Want to Read ③ Eye-Catching Images
How to guide readers to the desired location ④ Guide from captions

Chapter 19: 10 Psychological Techniques to Boost Advertising Effectiveness
9 Cases Where Psychological Effects Affected Reactions
Psychological Technique ① The "Pine and Bamboo Plum Law" for Selling the Products You Want
Psychological Technique ② The Principle of Reciprocity to Increase 'Likes'
Psychological Technique ③ The Giants Effect: Increases Liking and Trust
Psychological Technique ④ Price Display and the Anchoring Effect
Psychological Technique ⑤ The Law of Scarcity: Increasing Value
Psychological Technique ⑥ The Veblen Effect of Selling at a High Price on Purpose
Psychological Technique ⑦ The Law of Decision Avoidance to Increase Applications
Psychological Skill ⑧ The Decisive Move: The Bandwagon Effect
Psychological Technique ⑨ How to Display Prices That Increase Sales
Psychological Skill ⑩ Utilizing Multiple Psychological Effects

Chapter 20: The Difference Between Online and Print Copy
How does copy differ between online and print media?
Layout and Design
EFO
Banner ads

Appendix) 5 Seconds Is Enough! 100 Tips for Writing Selling Copy
(In conclusion) Copywriting for 'survival', not 'adventure'

The absolute formula for copywriting, generously shared by the "god of creating selling words."
If you want to sell well, put everything into your copy!

For people selling products or services, copywriting means 'creating words that sell.'
If you can write a good sales pitch, even a product that has never received a response can definitely be successful.
Of course, other factors like marketing, branding, offers, and timing are also very important in sales, but the power of copy is on a different level.
Even if you have a perfect sales strategy in place, if one line of copy is wrong, the product won't sell.
Conversely, even if other elements are somewhat lacking, a single line of great copy can make a product sell like hotcakes.


Have you ever wondered, "It's so good, why isn't it selling?" The reason is simple.
Because it failed to move the ‘heart’ of consumers.
No matter how outstanding a product's strengths and merits are, if it doesn't resonate with consumers, they won't budge.
The essence of moving hearts is not marketing budget, product quality, or brand awareness, but 'language'.
If you can convey what you want to the person you want with precise language, the hearts of consumers, which were once like a fortress, will open wide as if by magic.
Copy is the sharpest and most penetrating weapon to open the minds of consumers.
A well-polished copy will sell itself without you having to put in any effort to sell the product.

If sales is the direct selling of a product, marketing is the increasing number of people who want to own the product.
From copy that immediately drives sales to copy that targets effective marketing, learn how to write the most appropriate copy for its purpose and use.
For any product, there is bound to be someone who wants it.
We introduce timeless copy that accurately identifies customers who need your product and moves their hearts.
If you learn the 'Formula for Selling Copy' proven by countless advertising cases, you too can hit the jackpot with just one copy.

A single sentence, a single word, can determine the fate of a product.
The power of one-line copy to instantly boost sales

There is a steady-selling Japanese book called “Organizing Thoughts.”
The book was published in 1986 and sold about 170,000 copies over 20 years.
However, in 2007, the book was given the tagline, "If you had read it when you were even a year younger, this wouldn't have happened," and sales tripled to 510,000 copies in just a year and a half.
In 2009, it became an unprecedented book that sold 1 million copies in one fell swoop, with the copy changing to "the most read book in Tokyo and Kyoto."
This is an example that shows that even an old product that has been on the market for over 20 years can achieve record sales if it meets good copy.
This is the power of a single line of copy.

It would be a mistake to think that the above story is a special case of a small number of people.
There are countless cases where sales were completely changed by just one copy.
From a small, bustling coffee shop at an intersection, a fitness center in a neighborhood shopping district, to a TV commercial that everyone's talking about, it's easy to find examples of successful copywriting, big and small, regardless of size or industry.
It's just that I didn't realize the importance of copy until then, so I didn't pay attention to it.

Copywriting is not a skill that involves taking a gamble on a baseless sentence that suddenly pops into your head one day.
Copy is a 'survival formula' that has been thoroughly tested through countless advertising and marketing experiences.
You don't need any innate talent or sensibility to write copy that sells.
No matter how innovative and flashy the copy is, if it doesn't follow the formula, it won't sell.
Even great copywriters are often far from geniuses or innovators.
We have a deep understanding of the nature of copy and simply extract the ideas that sell from the minds of consumers.
If you analyze the copy that consumers are crazy about and go through the process of training them in the right way, you will eventually see people being drawn to the copy you wrote.

Immortal copies that attract, persuade, and captivate.
The ultimate copy bible for immediate practical use.

If you have an item that isn't selling, there's probably nothing wrong with the actual product.
In most cases, it's not the product that's wrong, but the copy that's wrong.
In short, the copy doesn't sell because it doesn't find the person who wants the product.
This has been proven in numerous advertising tests.
Every product and service has its own strengths and differentiators that allow it to stand out from the competition, and copywriting is a valuable tool for discovering those strengths.


As the importance of non-face-to-face and online marketing has expanded, copy has become increasingly important and has already become the marketing element with the greatest impact on sales.
Let's learn the most effective copywriting to secure and improve sales, the "language that sells" to win and survive the competition.
The moment you realize and harness the true power of copy, a whole new world of sales you've never experienced before will unfold before you.