Kotaro Abe's "Super Words That Capture Hearts: Essential Techniques Even If You're Not a Copywriter" Now Available

Dentsu Inc. copywriter Kotaro Abe's book " Super Language Techniques to Capture Hearts: Essential Knowledge Even If You're Not a Copywriter " (Diamond Inc.) was released on March 4.

Diamond Inc., 320 pages, ¥1,500 + tax, ISBN 978-4-478-11014-0

This book delves into how to craft words that capture hearts—knowledge valuable even for non-copywriters—based on the "Word Planning" segment of Abe's ongoing lecture series "Making a Living Through Planning."

In today's world, where many people work with words—bookstore clerks, online shop managers, bloggers, salespeople, PR professionals, planners, editors—how can one create words that truly move people? This book offers insights, emphasizing that "the key lies not in superficial techniques, but in how we think about things and our daily habits themselves." It also reveals actual proposals brimming with "love and passion" that Abe used in business.

[Main Table of Contents]
Introduction: How to Translate " I LOVE YOU"
Chapter 1: Let's Try Introducing Ourselves
Chapter 2: The True Nature of Words
Chapter 3: Infuse Your Words with Direction
Chapter 4: Become a Master of Emotion
Chapter 5: The Power of Naming
Chapter 6: Share Your Thoughts on SNS
Chapter 7: A Proposal Is a Love Letter
Afterword: Talent Is Time Invested

[Author's Comment]
I was so determined to become a copywriter that
so I transferred from HR to the Creative Department in 2009.
Ten full years have passed since then,
I poured all the knowledge and experience I cultivated through my work with advertising
with all my might.
There's an urban legend that Natsume Soseki
There's an urban legend that Natsume Sōseki translated "I LOVE YOU" as "
"How would you translate it now?"
This book, "The Super Language Technique to Capture Hearts," begins with that question.
and I hope it connects with you like a baton.

【Author Profile】
Kotaro Abe
Born March 7, 1986. From Saitama Prefecture. Started playing American football in his third year of junior high school and continued for a total of 8 years through high school and university. After graduating from Keio University's Faculty of Economics in 2008, he joined Dentsu Inc. Assigned to the Human Resources Department, he passed the creative exam and began working as a copywriter in his second year. He worked on the production of the Toshin High School commercial "A Rallying Cry to Students," featuring the now-famous line "Now is the time!" Other projects include planning the theme song "Twenty-Nine, Thirty" created by CreepHyp, led by Sekai Ozaki, in collaboration with the free magazine "R25." He also produced the films "Ice and Rain Sound" and "You Are You" directed by Daigo Matsui. He serves as creative director for the social entertainment "Dialogue" series. As a lyricist, he has provided lyrics for artists like "Mukai Taichi" and "Sakura Shimeji". Defining his work as "word planning", he works across entertainment and social domains, spanning film, television, music, and events. Since 2015, he has hosted the BUKATSUDO lecture series "Making a Living Through Planning". Author of 'Waiting Won't Get You Started: Move Forward with Resolve' (Kobundo).
■Twitter: @KotaroA