preface
You are the product
: How to Create a Successful Career with Copywriting Skills

Chapter 1.
Discovering Your Money-Making Strengths: A New Way to Design Your Career

There are principles to how to sell.
There is a way to live without worry, even if there is darkness ahead.
- If you know the principles of how to sell, your products and services will sell themselves and you will receive gratitude from customers.
- You will gain confidence that you can continue to make money no matter what the circumstances.

shameful past
From a management position in the steel industry to a pastry chef? A chiropractor?
- Encounter with copywriting

Why is copywriting useful for career development?
Selling products and services and selling yourself are the same thing.
- The key to selling well is
- AMM that turned PMM into career development
- AMM is a powerful tool for a happy life.

Increase your market value and significantly grow your career with AMM.
- What you can do with the AMM search sheet

Chapter 2.
How to Use AMM to Build a New Career Image

11 Steps of the AMM Search Sheet
- Find your strengths in the first half and increase your market value in the second half.

7 Things to Know About the AMM Search Sheet
- 1.
There is a know-how in element placement.
- 2.
Why it must be expressed extremely simply and clearly
- 3.
How to Use Fill-in-the-Blank Templates
- 4.
The Relationship Between Lifework and Strengths
- 5. People who find it difficult to feel changes with the AMM search sheet
- 6.
Complement each step while looking at the whole.
- 7.
A powerful ally called verbalization

Chapter 3.
7 Steps to Discover Your Strengths

Step 1.
name

Step 2.
Best job

Step 3.
Current work

Step 4.
Your performance

Step 5.
What you can do
- 5 Approaches to Finding What You Can Do

Step 6.
What's missing from the best work

Step 7.
Resolving shortcomings

Chapter 4.
4 Steps to Increase Your Market Value

Step 8.
Comparison with others
- [Approach ①] Create your own unique name
- [Approach ②] Multiply two or three elements.
- [Approach ③] Total packaging
- [Approach ④] Think of copy as a hint

Step 9.
What's good about it?

Step 10.
Who can enjoy the most value?

Step 11.
New career image

Chapter 5. Brushing Up to Improve AMM's Perfection

Checkpoints for each step
- The main point starts now.
- Step 2: Is the 'best thing' narrowed down to one?
- Step 5: Have you clearly expressed what you can do?
- Is there a difference between Step 2 'The best thing you can do' and Step 5 'What you can do'?
- Step 6: Is the 'what is lacking in the best work' a 'core skill' or a 'secondary skill'?
- Step 8: Is the ‘comparison with others’ clear?
- Step 10 Are you matching with the person who can provide the most value?

Brush-up technique for AMM search sheets
Case 1: Mr. G (40s, office worker) who discovered his future career path.
Case 2: Mr. K (40s, self-employed) clearly identified a business expansion plan.
Case 3: Mr. N (20s, office worker) who changed jobs to expand his career.
Case 4: Mr. Y (60s, office worker) recognized the challenges of starting a business after retirement.

Chapter 6. Brush-up to improve AMM's completeness

Know your worth
- If you can't make money, it's like 'pie in the sky'
- Create a profile that clearly expresses your strengths.
- Even with the same material, the impression changes depending on the content and order in which it is delivered.

The modern winning template, the 'PASBECONA' law
- What should I convey and in what order?

Create a sentence that sells as PASBECONA
- Let's take a career consultant as an example.

How to write PASBECONA
- For each element, what and how should I write?

Presenting your ideas using the PASBECONA rule
- In case of planning and proposal

Write a self-introduction
- In case of job change or department transfer

Towards achieving well-being by leveraging strengths

Conclusion
My Pleasure, creating gratitude and abundance

“I read countless books to find my strengths,
“No book has been more helpful than this one.”

This book is perfect for these people.

① Fresh graduates looking for something they can do well
② Office workers who try to show off their abilities but are not properly evaluated
③ People who are awkward at introducing themselves when applying for a job, changing jobs, interviewing, or getting promoted
④ People who are looking for work that they can do with their own abilities after retirement
⑤ People who left the company and became independent as freelancers or started their own business
⑥ People who seek further growth based on their accumulated experience

Japan's top management consultant and marketer, Masanori Kanda, and copywriter Junichi Kinuta have successfully identified and leveraged the "selling strengths" of products and services through sales copywriting, which integrates marketing and copywriting.
Through their years of experience, they have discovered that "selling strengths" are also crucial to human performance and success.


“The absolute rule of successful marketing is that when the strengths of a product and its marketing are aligned, a product is born that will sell unconditionally, anytime, anywhere.
In this rule, let's replace the word 'product' with 'you'.
“When your strengths and marketing align, you create a career that sells anytime, anywhere.”

When most people think of marketing, they think of selling products or services, but the product covered in this book is you.
Sell ​​Your Strengths Expensively is a book to market yourself.
This book will teach you how to bring out your full potential.

Why do some people do better when they put in the same amount of effort?
What you should focus on is not effort, but strength.

We try to grow ourselves by complementing our weaknesses.
For example, if someone has excellent writing skills and is good at writing business plans or reports, but has difficulty communicating with others, seven out of ten will try to improve their weak communication skills by learning conversational or speaking skills, rather than trying to improve their writing skills or find things they can do well with those skills.
It is a common misconception that developing an ability that you do not have will not result in it.
No matter how hard you try, your weaknesses can never become your strengths.
What really matters is your strengths.

So how can we discover and develop our strengths? No one is without strengths.
It's just that the value of each person's strengths is either great or small.
However, just as a high market value increases the price and a low market value decreases the price, the value of strengths also changes.
You need to find your own strengths and a market that can increase the value of those strengths.
So, this book contains methods to discover your strengths that set you apart from others, find the most appropriate market, and sell for the highest price.
This is AMM (Ability Market Matching), which can be said to be the core of this book.

AMM is largely composed of two parts.
The first half presents seven steps to discovering your strengths, and the second half presents four steps to increase the market value of your strengths.
At each step, we provide efficient and effective methods to achieve the desired results, and checkpoints and brush-ups after completing each step help you further improve the quality of your results.
Additionally, the back of the book provides a search sheet (strengths worksheet) that covers all the steps and key points of AMM on one page.


A strength that doesn't make money isn't a strength at all.
Discover your strengths, brand them, and turn them into money!

Salary is not something you receive, it is something you earn.
Selling is offering a product or service to someone who needs it and receiving money as a reward.
But we don't make much money because we think of it as receiving a salary and sales as payment for providing goods or services.
This also applies to strengths.
Just looking for strengths is of no use.
No matter how much strength you discover, if you can't make money with that strength, it's just a pie in the sky.
To make money from that strength, you need to properly communicate your perceived great value to those who want it.


And the art of conveying this value is the realm of copywriting, and it is the realm in which the authors of this book, Masanori Kanda and Junichi Kinuta, excel.
It's okay if you don't know marketing, copywriting, or sales.
This book will help you write copy that moves people's hearts, and sentences that will capture their attention until the very end in profiles, landing pages, proposals, and self-introductions that convey your strengths.
The most valuable thing in your life is your strengths.
Discover your strengths through this book! Brand them! Turn them into money! I can confidently say that your life will be divided into before and after reading this book.