Four rules for writing copy that gets shared.

When aiming for shares, I believe the appeal point of an ad should be chosen not simply as "the good points of the product," but rather from the perspective of "the good points of the product that are most likely to spark conversation."

This is the final installment of the series "Copy That Gets Shared a Million Times." Let's summarize the "Four Rules" of web copy introduced so far.

Rule 1: "Authenticity"
Social media is a space where people put on a facade of being socially active. That's why genuine feelings stand out.
Example: Pretz "It's tough"

Rule 2: "Surprise"
Surprise → Payoff → Share
Example: Sadako 3D "The woman who suits 3D best in the world."

Surprise → No Retraction → Reaction (Share)
Example: Ishida Mitsunari CM

Rule 3: "Empathy"
Social media is like an after-school classroom.
Personal empathy leads to massive buzz.
Example: Keio-Waseda Rivalry Match Poster

Rule 4: "Resentment"
Empathy and backlash are two sides of the same emotional coin.
Example: "This Guy Will Definitely Be Popular!" by Haachu

In planning meetings or presentations, discussions often turn to "How can we create buzz?" A common mistake is to "analyze the strengths and weaknesses of each idea." Such discussions tend to devolve into personal preferences. If buzz is the goal, ideas should be evaluated not by vague terms like "strengths and weaknesses," but by the single criterion: "Will it go viral?" Beyond the four rules covered in this series, people likely have various other evaluation criteria. Regardless of the situation, the mindset of "judging by rules, not personal likes or dislikes" is essential not just for copywriters, but for everyone involved in planning.

The book 'Copy That Gets Shared a Million Times ' covers various case studies not featured in this series, along with key points for preventing backlash. If you're interested, I encourage you to take a look.

Thank you for following this five-part series!