The Art of Words

This time, I'll be reviewing "The Art of Words" (Asahi Shimbun Publications) by Dentsu Inc. Creative Director/Copywriter Takuya Isoshima. True to its title, this book clearly explains the process of thinking about "words" – what makes words resonate with people and how to write them effectively. (I apologize for the presumption of a rookie like me reviewing a book by a senior colleague at the company. But as a planner, I was genuinely moved by it and simply had to share my thoughts. Sorry for sounding so presumptuous. And sorry for shamelessly copying the "sorry" tone here.

While this book is primarily written for copywriters and aspiring copywriters, it's also incredibly valuable for planners and marketers like me who struggle to write compelling proposals—or really, for anyone who works with words (= basically, everyone!).

However, as the book itself points out, it isn't the typical "writing techniques" you often see out there. Nor does it offer simplistic "idea generation" tricks for sparking flashes of inspiration. The author, Mr. Isoshima, states: "Copy doesn't come from sudden flashes of inspiration or insight. Words that truly resonate are as close as possible to 'thoughts' themselves." In other words, there are no shortcuts to words that connect.

I believe this insight is the book's most crucial point.

I used to have this preconception that great copy was something only people with special talent or flair could produce, like an improvisational poet suddenly striking gold and writing it all down in an instant. (That's why I thought writing words was impossible for someone like me, lacking that flair.) But actually, that's not the case. It's precisely because copywriters think more deeply than others that they can craft expressions that make clients and consumers go, "Ah, I see!" In other words, my inability to write well isn't primarily a matter of lacking talent; the real problem is that I haven't thought things through thoroughly enough. Realizing I can't use a lack of talent as an excuse, that I simply haven't thought deeply enough, is painful. Yet, there is solace in the idea that by thinking one step deeper than others, I can arrive at expressions that truly resonate.

Let's quote a bit from Mr. Isoshima's text:

If there's any chance for us copywriters, it's that both the people seeing the ads and the clients are busy. It's a pretty pathetic chance, though. Both the audience and the clients stop at their first impression of the words about the product. They stop at the first words that come to mind. Because (I repeat) they're busy. To write copy that makes everyone say "Ah, I see!", we just need to think beyond that first impression or initial thought. We just need to think deeper.
 

Mr. Isoshima describes this book as "not a technique for strengthening words to convey them, but a technique for finding words valuable enough to convey to people." It's not about polishing and making the words themselves shine, but about finding—thinking of—expressions that people will perceive as valuable when they receive them.

This book specifically examines assignments given during Dentsu Inc.'s new employee training and the actual responses from those new hires. It explains how deeply thought-out these words are and what kind of value they create. (If you want to see how vividly crafted words can be, I highly recommend picking up this book. The language used is simple and straightforward, yet it conveys so much. It renewed my respect for the profession of copywriting.)

My day job primarily involves developing and planning solutions in the digital space. The pace of technological innovation is so rapid that just keeping up is challenging, which often leads me to start with designing frameworks and systems. But fundamentally, what is the goal here? What benefits does it offer consumers or clients? Why would they be pleased by it? Thoroughly considering this perspective is crucial. While my current job doesn't center on crafting words, HOW without WHAT holds no value. What value does this system offer? Taking that extra step to think deeper. Words that resonate come closer to thought. In terms of communication, every department and role is the same. This book reminded me of the importance of taking that extra step to think deeper.

　　　　　　　【Dentsu Inc. Modern Communication Lab】