"Target Only One Person"—Thinking Through Ads and Writing with "One-Sheet" Organization

"Narrow down your target."
This is a phrase that is always written in marketing books.

However, when you actually try to do it, it is surprisingly difficult. This is because numbers alone, such as "people in their 30s" or "living in Tokyo," do not create words that pierce the heart.

What I value when writing on paper is replacing the target witha living, breathing human being rather than a symbol. When you think until their face comes to mind, your words naturally become concrete and will reach the target.

The other day, I realized the importance of this way of thinking once again during a project for a recruitment ad to be posted at a train station.

1. "Anyone is fine" ends up reaching no one

The goal of this ad was not to reach people who are eagerly looking at job sites, but to reach people who are vaguely thinking, "I'm not looking yet, but I'd like to work if there's a good opportunity."

The person who came to my mind was Sato-san (a pseudonym), a staff member working at the office. She is the perfect staff member for the target I was imagining, in terms of age, family structure, and so on. I spoke directly to Sato-san about what she prioritizes when looking for a job.

"What made you decide to work here?"

Sato-san answered with a slightly shy smile.

"It was the sense of security that it's a big company and seems proper. Also, I was worried about whether I could take time off for my children's school events as requested."

What Sato-san prioritizes was not salary or glamorous job content, but "psychological safety" and "balance with daily life."

Reflecting that voice, I created a proposal that put employee benefits at the forefront. I was convinced that this would reach Sato-san.

2. Compromise blurs the message

However, the meeting unfolded exactly as I had expected.

• "Don't people looking for work look at salary first?" (Senior executive)

• "If we want women to come, we can't leave out benefits" (Young female employee)

Even though I explained the target, the images in the heads of the bosses in the meeting room were all over the place. As a result, a compromise was completed that packed in salary, benefits, and job content equally.

When you try to convey everything, your words become rounded and fail to pierce anyone's heart. Writing that tries to please everyone ends up resonating with no one.

3. Clarifying the target with "one-sheet" thinking organization

When I organize my thoughts, I always use"one sheet of paper."Then, I draw a small human figure on the edge of the paper and add a name underneath it. In this case, I write "Sato-san."

When you write down a name, the specificity of your thinking changes. You begin to visualize concrete scenes, such as their clothing, their worries, and who they talk to and what they talk about.

• Looking at this font, would she feel at ease?

• Reading this catchphrase, would she think, "Oh, this is about me"?

Ideas that don't emerge when targeting an abstract "woman in her 30s" come naturally when you write for one person, like Ms. Sato. In fact, the worries she carries are common to many women of her generation. Therefore, writing to reach one person is, in the end, the shortest path to reaching many.

4. Making a decision means bowing your head to the "people you didn't choose"

Managers and business owners inevitably want to choose the greatest common denominator. They want to avoid conflict, round off everyone's opinions, and land in a safe place.

However, to achieve results, you need the "courage to discard" someone somewhere. Narrowing down your target might mean saying "I'm sorry this time" in your heart to everyone else.

When you are lost, I want you to return to the "human figure" you wrote in your notebook.

"Whose face is floating in your mind right now?"

Write a name on the human figure and imagine the scene. Just by doing that, your conclusion will become simple and your words will resonate.

To touch on this briefly at the end, this target approach can be applied regardless of gender or industry. The point is to "imagine one person's face." This is the shortest route to delivering your message.

Conclusion

Whether it's advertising, writing, or marketing, there is only one trick to creating words that reach people: imagining "just one person".

Managers, business owners, and sole proprietors, please try writing that person's name on a "single sheet of paper" today. When you are lost, always try returning to that one person.

That is the way to create strong, resonant words.