■ Book Overview A compilation of top marketer Masanori Kanda's 20 years of experience in one book!! 667 words + 2000 phrases to transform "beginners" into "masters of words" SNS, websites, blogs, EC, Mercari, public relations, LP, email newsletters, YouTube, Instagram... The skill of writing text that resonates with people, that is, "copywriting," is more important now than ever. In the 1990s, when sales copywriting was not as common as it is today, the author, Masanori Kanda, brought copywriting techniques from America and spread them. ◆◆ The long-awaited publication of a "vocabulary book" for copywriting!?? ◆◆ This book is a guide that, if kept at hand by writers and sellers, will overflow with word ideas... ● Table of Contents ◆ Preface ~ The PESONA Law ~ ◆ Expressions that raise a problem (Problem) (Explanation) The essence of selling is to solve other people's problems while utilizing one's own talents. ・Pointing out problems ・Creating a sense of urgency ・Appealing to desires and wants ・Asking questions ・Arousing curiosity ・Creating a gap ◆ Expressions that lead to a sense of affinity (Affinity) (Explanation) If the impression is not good, no matter how wonderful your proposal is, people won't listen. ・Adding a story ・Being empathetic to the reader ・Inviting ◆ Expressions that present a solution (Solution) (Explanation) The exchange of "pain" and "strength" creates new wealth. ・Indicating important points ・Presenting methods ・Emphasizing ease ・Focusing on efficiency ◆ Expressions that make an offer (Offer) (Explanation) The job of a marketing copywriter is to maximize the value of a product before selling it. ・Communicating the offer ・Emphasizing novelty ・Conveying beneficial information ◆ Expressions that select the audience (Narrow) (Explanation) Meeting the perfect person to utilize your talents. ・Identifying and addressing the reader ・Limiting ・Creating a sense of exclusivity ◆ Expressions that encourage action (Action) (Explanation) Copywriting is about creating a new world. ・Encouraging specific actions (9 words + 27 phrases) + Column (Measures against skimming) ・Creating a trend (10 words + 30 phrases) ・Gaining trust (11 words + 33 phrases) + Column (The writing technique called "teaser") ◆ Afterword