If you want to sell, say it in one line!
The one book that will awaken the planner's inspiration

The most attractive marketing that captures customers' attention is the power of one sentence!
The Butterfly Effect of a Single Line of Copy! One Line of Insight

Creative Director Jeong Gyu-yeong, with 27 years of advertising experience, has experienced the incredible power of one-line copy while working in the advertising industry and has consistently recorded advertising copies that capture the hearts of people.
The author collected thousands of copies, including one line that moved the entire nation and one sentence that saved a failing company. While archiving these copies, he studied what perspectives are needed and how to structure and write a line that resonates, is captivating, and resonates.
This book is an archive of inspiring lines written by an advertising veteran of 27 years, and a guide to generating good ideas for writing powerful sentences.


To sell, you need to capture the customer's attention and move their heart with copy.
The author says that to write such moving copy, you must know 'what kind of writing and expressions resonate well with people.'
The 150 phrases included in the book were published from the late 1970s to the present day, and are 'proven' sentences that have moved the hearts of countless people.
This book, which is a record of the author's accumulated sentences and will serve as inspiration for new ideas, will provide a fresh 'breath' of inspiration through a single line of inspiration to planners, marketers, and businessmen in need of creativity.

Since I work in advertising, the Japanese advertising materials I naturally come across have become great learning materials.
Actually, I was originally very interested in Japanese advertising copy.
The first Japanese advertising copy I encountered when I joined an advertising agency about 20 years ago sent ripples through my heart, which was brimming with enthusiasm for creating great advertisements.
The materials at that time only introduced copies translated into Korean without the original Japanese text.
From then on, I started taking notes and keeping copies of Japanese advertisements that I liked.
--- p.4, from “Prologue ‘150 Life Copies Guided by Chance’”

When something new first appears, people who are accustomed to existing ideas and order tend to be reluctant to accept it.
The more innovative something is that creates a new era, the greater the resistance from the existing order.
There is an advertisement that shows this very point with a symbolic image.
This is a newspaper advertisement from DNP (大日本印刷, Dai Nippon Printing), a printing company founded in 1876.
This advertisement used a photo taken just before the start of the track and field event at the 1896 Athens Olympics as its main image.
--- p.122, from “Seo Taiji, 286 Computer and Artificial Intelligence”

People leave precious moments of their lives in restaurants.
We eat, drink, laugh, cry, fight, make up, love, break up, and meet again.
Suntory's 2021 campaign is built on that very empathy.
This is the 'Life Needs a Restaurant' series.
This series was planned to support Japanese restaurants during the difficult times they were facing due to the coronavirus pandemic.
It conveys the message that restaurants are not just places to eat and drink, but also valuable spaces for communication and connection.
--- p.188, from “Important Memories Always Come From Here”

Although it may not be to the extent of Romeo and Juliet, there is an advertisement that lets you feel the longing hearts of lovers who have no choice but to be apart.
This is a TV commercial for JR Tokai's Cinderella Express that aired in 1992.
The commercial shows a couple sadly parting ways on Sunday night after enjoying a sweet weekend date.
A breakup scene on the platform.
From the perspective of a man on a train, we see his lover seeing him off outside the open door.
Unable to hide her regretful expression, she tries to say something to the man, but the train doors close.
As the train departs, the woman runs after it and says something to her lover in a voice he cannot hear.
I can't understand what she's saying, but the over-the-top narration tells me what's on her mind.
--- p.218, from “Romeo and Juliet’s Parents’ Critical Mistake”

Seung-Yeop Lee was a star player who was loved not only by fans of his former team, Samsung, but also by the entire nation for his outstanding skills and record-breaking home run record.
In particular, he is nicknamed the 'national hitter' due to his decisive performance in international competitions.
As a testament to his popularity, his motto has also been widely known through the media, and it is the very phrase that was used as advertising copy.
Depending on the article or material, it may come out as “True effort never betrays.”
The motto, which further highlights his genius, became the headline of the advertisement.
--- p.270, from “Oh My Girl’s Hyojung and Mimi’s values ​​clash”

This copy presents a new perspective on the world and dreams.
In the background of this sentence, a crumpled wad of paper is lying there.
It's a page of a notebook that looks like someone wrote something on it and then threw it away.
There may have been written in it his own thoughts, ideas, or theories that tried to change the world.
This copy speaks volumes.
Don't give up or throw away your dreams like this, but hold on to them and cherish them.
It's not just a dream, it might change you and the world someday.
--- p.308, from “Dreaming is a profitable business”

This is the poster text for the 12th Doryeonnim Literary Award.
This literary award was created by Matsuyama City, the setting of Natsume Soseki's novel "Botchan," to commemorate the 100th anniversary of its elevation to city status, and is said to have been established to enhance the city's cultural image.
As a poster for a literary award commemorating the novelist Natsume Soseki, who is called the father of modern Japanese literature, it has attracted attention with its wonderful copy over the years.
Among them, the copy announcing the 12th contest was recognized for its artistic quality and was included in the 2011 Tokyo Copywriters Club Copy Yearbook, and copywriter Hideki Bando received the Tokyo Copywriters Club Judge's Award that year.

--- p.329, from “Prescription for Old Folks Who Believe They Are Not Old Folks”