"The 7 Laws of Selling Ads: Winning Strategies Born from TV Shopping in Kyushu" by Katsuyuki Katsuki et al. is now on sale.

Dentsu Kyushu Inc.'s Katsuyuki Katsuki co-authored " The 7 Laws of Selling Ads: Kyushu's Winning Formula Born from TV Shopping" (Kobunsha Shinsho), which has been released.

Kobunsha Shinsho, 360 pages, ¥940 + tax
ISBN-10: 4334044425
ISBN-13: 978-4334044428

In this era where "differentiation" is considered marketing common sense, why do mail-order companies deliberately create similar advertisements? The answer, of course, is because it sells better. Winning patterns exist in mail-order advertising, and creators produce ads based on these patterns. And these winning patterns were born in the unique environment of Kyushu. Originally, TV-based mail-order advertising began as a strategy for regional companies to beat major central firms, originating from a single food business in Kyushu.

This book takes a novel approach to uncovering the reality by breaking down these winning patterns—the "ironclad rules" for success—into seven distinct categories and revealing the stark differences their presence or absence creates.

Specifically, advertisements incorporating these ironclad rules were created alongside non-incorporating versions. These were then subjected to surveys, and the resulting data was meticulously analyzed by direct-response advertising professionals under the supervision of psychologists.

[Main Content]
Why are there so many "unsellable ads"?
These are the seven ironclad rules for mail-order advertising, honed in the field!
Ironclad Rule 1: "Call-to-Action & Question-Based Introduction"
Ironclad Rule 2: "Little Princess-Style Product Description"
Ironclad Rule 3: "Urgent Call-to-Action"
Ironclad Rule 4: "Triple Refrain"
Ironclad Rule 5: "Street Interview with Answer Verification"
Ironclad Rule 6: "Features Explained So Even a 7th Grader Can Understand"
Ironclad Rule 7: "Sensory-Stimulating BGM & Telop"

【Author Profile】
Masayuki Katsuki
Masayuki Katsuki, Dentsu Kyushu Inc. Direct Marketing Department. His specialty is "results-driven advertising planning" that fuses creative and marketing expertise.

Takeharu Senoo
Takaharu Senoo: Completed the Graduate School of Humanities and Sociology at the University of Tokyo. Doctor of Psychology. After serving as a Specially Appointed Researcher at the University of Tokyo's IML, a Japan Society for the Promotion of Science (JSPS) Research Fellow (SPD), and a Visiting Researcher at the University of Wollongong, he is currently an Associate Professor at the Kyushu University Institute for Advanced Studies in Arts and Sciences.

Toshihiro Wakabe
Toshihiro Wakebe: Completed the Graduate School of Humanities and Sociology at the University of Tokyo. Doctor of Psychology. After serving as a Special Researcher (PD) at the Graduate School of Medicine, University of Tokyo, and a Japan Society for the Promotion of Science (JSPS) Special Research Fellow (PD), he is now a Lecturer at Fukuoka Jogakuin University.