The Copywriter's Counterattack

By the way, copywriter Satoshi Umeda's book "The Power of Putting It Into Words" is doing exceptionally well. I hear it's already surpassed 100,000 copies. As its reputation suggests, this isn't a technical guide to copywriting. It clearly explains how to use "physical thinking" to move people's emotions.

Its key concept is "inner speech." For example, when coffee feels unexpectedly hot, you say "Hot!" in your inner speech. When you see a cat nearby and want to take a photo, you say "Cute" or "Let's take a picture" internally. The perspective is that people possess this "inner speech" separate from the "outward speech" used for communication. He even states that "not being able to put it into (inner) words" ultimately means "not thinking."

I see. Generally, things like "experience," "sensation," or "premonition" are subjective and hard to convey to others. They're often categorized as "tacit knowledge" (as opposed to "explicit knowledge," which is objective and easier to verbalize). However, the true essence of "thinking" lies precisely in giving "words" to those inner human sensations and emotions that are so difficult to articulate. The book's appeal lies in its emphasis on the importance of the discipline of continually seeking these "inner words."

Put another way, this is a copywriter's signal of counterattack. Recently, art directors have been expanding their scope of work through design thinking, which asserts that "the ability to give form is a weapon." Certainly, "giving it form first" (rapid prototyping) is an effective means to share human inner sensations and emotions with others. But surely, extracting explicit knowledge from tacit knowledge isn't limited to "giving it form"? Doesn't "putting it into words" have equal, and sometimes even greater, effectiveness? If so, shouldn't the skills of copywriters be utilized not just in advertising, but also in management and innovation?

Though not explicitly stated, I sensed that Umeda-san's "inner words" were pointing precisely to that...

Well, calling it a "signal for counterattack" isn't quite accurate, is it? It's not like copywriters and art directors are actually fighting (laugh).

In the SECI model explaining how innovation occurs, the most difficult and crucial step is said to be "externalization" – extracting explicit knowledge from tacit knowledge. And I believe advertising agencies possess the power to achieve this through two distinct methodologies: "putting it into words" and "shaping it into form."

Conversations with people are enjoyable, and time spent sharing drinks is especially wonderful. But it's not just fleeting ideas; carefully considered "words" greatly stimulate thought. While the content with my grandfather and Mr. Umeda was completely different, both accumulated various "experiences," "sensations," and "premonitions" within me.

Come to think of it, it's been a year since my book was released. It's nowhere near Mr. Umeda's sales figures, but to everyone who read it: Thank you so much!!

Please, enjoy!