Why Copy That Tells the Truth Reaches the Customer's Heart, Not Their Ears

What I want to convey in this article.

It is that everything is communication after all.

For example, creating a problem.

Or even if you have a perspective of making them aware of a problem, if the other person doesn't truly feel that way, it won't function.

That is what communication is.

Right?

I mean, if you say something like, 'Here is a problem,' will they even listen? That's the issue.

For example, life insurance companies always do this, don't they?

What will you do if your loved one passes away? They say the same thing every time.

People aren't listening anymore; it's not reaching them.

It's like it reaches the customer's ears, but it doesn't reach their heart.

That's why that kind of communication is no longer effective.

The more you use those words, the more worn out they become.

Communication has become dysfunctional.

In reality, you are certainly conveying it. You are conveying it, but it isn't being received.

I think that is a major problem.

That's why it becomes just a slogan, and it's no longer your true feelings.

It's the same with advertising copy and everything else, but

the most effective copy has one condition,

and that is,

It means telling the truth doesn't it?

You might think, "What kind of obvious thing are you saying?"

You might think that, but,

most words are lies.

Most words are lies.

They say things like, "We lost this much weight!" don't they?

Businesses like RIZAP and others.

And among the customers, there's this feeling of, "Is that really true? Are you serious?" and if they are thinking that, it's no good at all.

Our messages,

in most cases, are thought to be lies.

You have to check in detail whether or not you are telling a lie yourself.

TV commercials are mostly lies, aren't they?

Like beer commercials or frozen food commercials.

You think, "They definitely don't really think that's delicious, right?"

If they really looked like they were enjoying it, I'd probably buy it.

If you blindfold people and have them drink it, and ask which one is the best, the results are completely different.

If they can't actually see the packaging.

The results end up being completely different.

That's why the packaging, and the value placed on top of it, is high, so it sells—that's the story.

A very well-known restaurant consultant in the industry said this.

They say,a tonkatsu restaurant is all about the sauce.

Nobody can really tell the difference in the meat anyway,.

A conveyor belt sushi place is all about the soy sauce, they say.

They say that because people coming to a conveyor belt sushi place don't really know the quality of the fish.

That's a very blunt statement, but you kind of get it, right?

For me, a lot of my judgment on whether something is delicious or not is based on a "if it's strongly flavored, it's good sensor," so the score of a dish can jump up just because of seasonings like sauce and soy sauce.

In most cases, that's how it is.

If you change the soy sauce and the sauce, it starts selling.

The business might even get on track. It's scary, isn't it?

So, while that is one aspect of it, and there might be some deception involved,the fundamental principle is to tell the truth.

Above all, if you tell the truth, it sells incredibly well.

As a business owner, you want to create the truth, don't you?

What does it mean to want to create the truth? It means, for example, that your company has won such-and-such award for three consecutive years.

As a fact, you should just go ahead and create this..

You actually go and win the award.

It's like, 'They're working hard!' or rather, it's about authority.

To put it simply.

If you manage to get something like that, people will be impressed or think it looks delicious without even thinking about it; it gets imprinted in their minds.

Isn't that the case with various beers and snacks, too?

They talk about things like Monde Selection, but apparently, it's not that difficult to get.

There are many stories about how awards like the Monde Selection can be bought with money, but when you see something like 'three years in a row,' it really starts to feel impressive.

When that happens, doesn't the public perception change completely?

Or perhaps you want a celebrity to say they highly recommend it.

I believe the president is the person in the position to create the truth.

Employees might not be able to create that truth.

Well, if you have a legendary employee who is absolutely crazy, they might be able to do it through a solo performance, perhaps.

But it's a bit unreasonable to expect such an eccentric person.

After all, it's fastest for the president to create the truth.

If the president creates the truth, including the sales pitch and the entire sales mechanism, and turns it all into tools,

it creates tremendous leverage.

Even for the employees who are doing the selling.

That is why I believe it is important to think that far ahead and do it for them.

However, before that, you must create the seeds that will sell.

I will also carefully explain that part.

Thank you for reading this article to the end.

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