Copywriter Explains How to Move People's Hearts with Words: "What? In the End, It's All About Words, Isn't It?" Now Available

The book " What's the Deal? In the End, It's All About Words, Isn't It? " (published by Senden Kaigi) by Koichi Ito, a creative director and copywriter who led the "Copy Seminar" at Dentsu Inc., was released on February 16.

A distinctive feature of the copywriting method the author advocates is "setting the destination of the image" and "assigning a personality to the copy." The author lists five such personalities for copy: "Intelligent and Mature Copy," "Majestic Copy," "Nice Guy Copy," and others. He explains the effect each personality brings, using concrete examples of copy.
Chapter 4 presents various classic copywriting masterpieces as examples, introducing practical and concrete techniques for writing copy. Chapter 2 shares the author's early career experiences. Readers can enjoy vivid stories about how a rookie copywriter was honed by those around him and grew professionally.

This book is essential reading not only for copywriters but also for executives and leaders who want to move people through words.

Senden Kaigi, ¥1,600 + tax, ISBN: 978-4-88335-511-2

[Table of Contents]
Chapter 1: Why Your Words Don't Get Through
Chapter 2: My Language Journey: How I've Hone My Skills
Chapter 3: To Hone Your Words, Study Advertising Copy
Chapter 4: The Techniques of Copywriting
Chapter 5: The Joy of Finding Your Own Voice

【About the Author】
Koichi Ito
Creative Director / Copywriter. Joined Dentsu Inc. as a copywriter. Handled creative work for clients including ANA, Nikka Whisky, Sapporo Breweries, Kao, Recruit, Japan Airlines, Mitsui Home, Nissan, Taisei Corporation, Meiji, Shinsei Bank, Mizuho Financial Group, and The Asahi Shimbun. From 2011 to 2015, served as Honda's Executive Creative Director (ECD), overseeing all communications. From 2016, served as ECD for Mizuho Bank, primarily overseeing Olympic campaigns. Subsequently held positions as Head of the Creative Direction Center and Chief Creative Officer at Dentsu Kyushu Inc. before founding Uminari in 2020. Recipient of awards including the TCC Award, ADC Award, ACC Award, Asahi Advertising Award, Mainichi Advertising Design Award, and Creator of the Year. Currently active as a director based in Fukuoka and Kagoshima.
 

■Author's Comment (from the text)
When I began teaching copywriting seminars at Dentsu Inc., I took a deep look back at how I had written copy up to that point. I had written mostly unconsciously, but I felt there must be some kind of pattern, a sort of tacit knowledge I wanted to formalize.
That's when I realized I had developed my own copywriting process.
Understanding this process improves the precision of your words. In copywriting terms, it reduces quality inconsistencies. Most importantly, it enables you to write winning copy in less time.