[Life Hacks and the Practice of Tanka] 5 Secrets to Creating Catchy Copy That Gets Everyone's Attention
In our daily lives, when we are conscious of tasks or what we need to do right now, we use our brain's resources.
However, those resources have limits, and when we exceed those limits, our work performance declines.
The capacity of those resources is called cognitive resources.
In daily life, it seems that we are overusing these cognitive resources, leading to increased stress.
To avoid wasting cognitive resources, it is important to reduce the number of things you have to do (^^)
To do that, it is said to be a good idea to categorize the huge list you have written down into the following three categories.
■ "Do now" to-do list
■ "Do soon" to-do list
■ "Someday" to-do list
It would be great if you could make it a habit, but to save cognitive resources and reduce mental distress, it is important to establish the following three things, so please try to be conscious of them.
1. Reduce the things you have to do as much as possible
2. Reduce the things you need to remember (prospective memory) as much as possible
3. Ensure you complete only your routine work
However, since it is important to use life hacks that suit you, I think you should choose the methods that are easiest for you rather than forcing yourself to fit the ones presented (^^)
Now, for those who want to think about what life hacks are,
"You who read me, are you sure you understand my language?" (from J.L. Borges' "The Library of Babel")
I will introduce concrete examples of hacks combined with the practice of Tanka, which I think could be called the repetition of presenting a way of life in the first person (self-making). Are you driven toward a daily world where such (hack-like) ways of living are considered desirable?
Please check it out (^^)
1. Identify your reader
You need to clearly recognize who the reader of the copy you are trying to write is.
Is the person a child, a young person, a salaryman, a housewife, or a pensioner?
What are their attributes, such as problems they might have or hobbies they enjoy?
If you understand your target audience, you will know what the reader is looking for, and it will be easy to understand what kind of appeal you should make and what kind of wording you should use.
2. Adopt the reader's perspective
You need to think about your copy from the same perspective as the reader.
What kind of phrasing do they use and hear on a daily basis? If you cannot understand that, your copy will end up sounding condescending, and you will not be able to gain their trust.
3. Use the 'KISS' principle
This doesn't mean you should go around kissing people.
This is a major principle in copywriting: 'Keep It Short and Simple'.
Even when expressing the same subject, shorter and simpler is more likely to resonate with the heart and be easier to remember.
4. Avoid difficult words
To be precise, this means avoiding technical jargon or words that the general public may not know (slang) as much as possible.
For example, sometimes 'account' is abbreviated as 'aka' in Japanese, but for the average person, this will just leave them with a question mark over their head.
5. Tell the truth
If you tell lies in your catchphrase, you might attract attention with that copy, but in the end, you will end up suffering a major blow.
It is fine to simplify expressions or use easy-to-understand analogies, but lies are not allowed.
(Even if it is not your main profession, there are many opportunities in daily life where you are forced to create clever copy, such as for project proposal titles, item names, email subject lines, or blog post titles. 'Dumb Little Man TIPS FOR LIFE' introduces points for creating 'sensible copy' for such occasions, and this is an excerpt from there.)
'Perhaps there was a hole too far away on the recorder; something feels distant in that same way'
(From 'Body Temperature and Rain' by Ko Kinoshita)
'Someone comes to the next room where I can quietly read Zeami and plays a French Suite'
(From 'Song of the Camphor Tree' by Yoko Nagai)
“A god has a “life file”, which is about the collapse of my cool core. (Embracing the me I named you, deep within the sin-colored mirror)”
(From Yusuke Nakajima, “Starving Stargazer”)
“A lonely shadow becomes the core of a dream, holding the galaxy as it tilts”
(From Tomoyo Itoda, “White Lily Chair”)
“If there are seven stars lit for the witch, I shall be able to go, upon this not-so-beautiful earth”
(From Mei Kawano, “Star’s Death by Fitting”)
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