japanese-copywriting

Japanese Copywriting Skill

Write compelling marketing copy for Japanese audiences following cultural conventions, emotional triggers, and proven copywriting patterns.

Reference Files

• reference/catchcopy-examples.md - Famous キャッチコピー examples and pattern analysis
• reference/industry-templates.md - Templates for e-commerce, SaaS, landing pages

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Core Principles

Copy-First Product Development (コピー起点)

A powerful approach: instead of "make product → write copy," reverse it to "write copy → design product."

Example: iPod's "1000曲をポケットに" (1000 songs in your pocket) - the copy came first, then the product was designed to deliver that promise.

Process:

1. Discover an insight through observation (not surveys)
2. Express the value in compelling words
3. Design the product to fulfill that promise

Example: Pechat (ペチャット)

• Product: Button-shaped speaker for stuffed animals
• Copy: "お気に入りのぬいぐるみが喋り出す" (Your favorite stuffed animal starts talking)
• Insight came from observing a shy daughter who opened up through stuffed animals

Words as Lenses (言葉は眼鏡)

Words are like "glasses" that help us see the world differently:

• Naming unnamed concepts creates new value
• Changing words changes perception
• Find the "言われてみれば確かに" (now that you mention it...) insights

Logic Over Inspiration (ロジック > センス)

Copywriting is systematic technique, not magical inspiration:

• Gifted people solve problems intuitively; everyone else needs systematic methods
• Like baseball: some hit naturally, but technique creates reproducibility
• "発想力" (creative inspiration) is vague; technique is concrete and learnable

ワーディング is Everything

Wording (ワーディング) = the art of rephrasing

The core skill: How many ways can you say "おいしい" (delicious)?

• Not about marketing angles or positioning
• Pure linguistic rephrasing technique
• This IS copywriting

Building your vocabulary:

• Immerse yourself in quality Japanese text (not just copy)
• Copy-only study leads to imitation; broad reading leads to originality
• Read literature, essays, journalism - all good writing

The Library in Your Head (頭の中の図書館)

Everyone knows roughly the same words, but retrieval speed differs:

• Like knowing English words but not being able to recall them when speaking
• Words "near the entrance" of your mental library come out easily
• Words "in the back" need training to access quickly

Training: Daily exposure + conscious practice moves words to the "front"

Transcreation, Not Translation

Japanese copywriting requires transcreation (翻訳 + 創作) - adapting content to maintain intent, tone, and emotional impact rather than literal translation.

Translation	Transcreation
Word-for-word conversion	Cultural adaptation
Preserves literal meaning	Preserves emotional impact
Often sounds unnatural	Feels native
Misses cultural context	Leverages cultural values

Cultural Values to Leverage

Value	Japanese	Application
Trust	信頼 (shinrai)	Build credibility before asking for action
Quality	品質 (hinshitsu)	Emphasize craftsmanship over price
Harmony	和 (wa)	Avoid aggressive or confrontational language
Humility	謙虚 (kenkyo)	Understated claims, let quality speak
Detail	細部 (saibu)	Provide comprehensive information

Avoid Western Patterns

Western Style	Japanese Style
"Buy now!"	"ご検討ください" (Please consider)
"Best in class!"	"多くのお客様にご愛用いただいております"
Hyperbole/superlatives	Specific facts and numbers
Direct commands	Soft invitations
Fear of missing out	Fear of making mistakes

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キャッチコピー (Catchphrases)

Two Types

Type	Purpose	Example
Image Copy (イメージコピー)	Brand awareness, not direct action	"そうだ京都、行こう"
Response Copy (レスポンスコピー)	Drive action, sales, conversion	"今だけ50%OFF"

Important: For most business purposes, focus on Response Copy (レスポンスコピー):

• Has systematized, learnable techniques
• Directly drives revenue and action
• Image copy without brand budget often just annoys people

Effective Patterns

Pattern	Example
Rhythm (韻)	やめられない、とまらない
Specific Numbers	満足度81.2% (not 80%)
Questions	24時間働けますか？
"Wouldn't it be nice"	あったらいいなをカタチにする
Wordplay	お、ねだん以上。ニトリ
Self-deprecating	一目で義理とわかるチョコ

See reference/catchcopy-examples.md for detailed analysis.

Length Guidelines

• キャッチコピー: ~15 characters (scannable in 3 seconds)
• Tagline: 20-30 characters
• Headline: 30-40 characters

Headlines Determine 50-75% of Success

The headline is everything. If the headline doesn't work, nothing else matters.

Key principles:

• Substantive long headlines beat empty short headlines
• Specific beats vague
• Longer copy beats shorter copy (when driving action)

The Chain Rule:

Title → exists to make them open the cover
Cover/OGP → exists to make them read line 1
Line 1 → exists to make them read line 2
Line 2 → exists to make them read line 3
...and so on

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Landing Page Copy

Structure (起承転結)

1. 起 (Ki) - Hook/Catchcopy
   └─ Grab attention in 3 seconds

2. 承 (Sho) - Problem/Empathy
   └─ "こんなお悩みありませんか？"

3. 転 (Ten) - Solution/Benefits
   └─ Product introduction with proof

4. 結 (Ketsu) - CTA/Closing
   └─ Soft invitation to act

First View (ファーストビュー)

Must include within visible area:

• Eye-catching visual
• Clear value proposition
• Primary CTA button

CTA Best Practices

Aggressive (Avoid)	Soft (Preferred)
今すぐ購入！	まずは無料で試す
申し込む	詳しく見る
買う	資料をダウンロード

Power words to add:

• 無料で (free)
• まずは (first/to start)
• たった○分で (in just X minutes)
• 簡単に (easily)
• 今だけ (limited time)

CTA button examples:

✅ 無料で資料をダウンロード
✅ まずは30日間お試し
✅ 3分で簡単お申し込み
✅ 詳しい情報を見る

Trust Elements

Always include:

• Customer testimonials with real details (年代, 性別, 地域)
• Specific numbers (導入企業3,000社以上)
• Certifications/awards
• Media mentions (○○で紹介されました)
• Money-back guarantee (返金保証)

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Product Descriptions (商品説明)

6W2H Framework

Element	Question	Example
What	何を	商品名・種類
Who	誰が	製造者・ブランド
Whom	誰に	ターゲット顧客
When	いつ	使用タイミング・季節
Where	どこで	使用場所・原産地
Why	なぜ	購入理由・ベネフィット
How	どのように	使用方法
How much	いくら	価格・コスパ

Structure

1. キャッチコピー (Hook)
   商品の最大の魅力を一言で

2. ボディコピー (Body)
   - 特徴・スペック
   - ベネフィット（体験価値）
   - 使用シーン
   - 口コミ・評価

3. クロージング (Close)
   - 限定特典
   - 保証情報
   - CTA

Benefits vs Features (メリット vs ベネフィット)

Critical distinction: Features (メリット) describe the product. Benefits (ベネフィット) describe the customer's life.

Feature (メリット)	Benefit (ベネフィット)
500mlの大容量	たっぷり使えて長持ち
防水加工	雨の日も安心してお出かけ
軽量設計（200g）	長時間持っても疲れない
副業で5万円稼げる	諦めていたゴルフクラブが買える

The "Why, Why, Why" Technique:

Keep asking "why does that matter?" to dig deeper:

Feature: 副業で5万円稼げます
↓ なぜそれが重要？
Benefit 1: 欲しかったものが買える
↓ なぜそれが重要？
Benefit 2: 家族とちょっといいレストランに行ける
↓ なぜそれが重要？
Benefit 3: 久しぶりに奥さんとデートできる

The deeper you go, the more emotionally compelling the copy becomes.

Include Drawbacks (デメリットも書く)

Japanese consumers trust copy that acknowledges limitations:

※ 効果には個人差があります
※ 〇〇の方にはおすすめしません
※ 最初は〇〇に感じる方もいますが...

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Emotional Triggers (心理トリガー)

Effective in Japan

Trigger	Japanese	Application
Social proof	みんな使ってる	"累計○○万人が愛用"
Authority	専門家推奨	"○○医師監修"
Scarcity	限定感	"残りわずか" "期間限定"
Fear of regret	後悔したくない	"今始めないと..."
Belonging	仲間意識	"○○な方に選ばれています"
Curiosity	好奇心	"その秘密とは？"

Less Effective in Japan

• Aggressive urgency ("買わないと損！")
• Extreme superlatives ("世界最高！")
• Fear tactics (too negative)
• Direct confrontation

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B2B / SaaS Copy

Key Differences from B2C

B2C	B2B
Emotional appeal first	Logic and ROI first
Individual decision	Consensus decision (稟議)
Quick conversion	Long sales cycle
Price sensitivity	Value/quality focus

B2B CTA Hierarchy

Primary:   資料ダウンロード (Download materials)
Secondary: 無料トライアル (Free trial)
Tertiary:  お問い合わせ (Contact us)

Must-Have Content

• Detailed feature documentation
• Case studies (導入事例) with company names
• ROI calculations / cost savings
• Security certifications
• Support structure (日本語サポート)
• Comparison tables

Formality Level

Use polite business language:

❌ 使ってみて！
✅ ぜひご活用ください

❌ すごく便利
✅ 業務効率化に貢献いたします

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Abbreviations & Slang

Match your demographic with appropriate shorthand:

Full Form	Abbreviation	Demographic
スマートフォン	スマホ	General
コストパフォーマンス	コスパ	General
インスタグラム	インスタ	Younger
アプリケーション	アプリ	General
サブスクリプション	サブスク	Tech-savvy
タイムパフォーマンス	タイパ	Gen Z

Rule: Use abbreviations only if your target audience uses them naturally.

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Practical Business Mindset

"First to Say It Wins" (先に言ったもん勝ち)

Even if copy could apply to competitors, saying it first claims it:

• Generic benefits become yours if you articulate them first
• Don't overthink "unique angles" - clear articulation wins

Good Copy = Client Satisfaction

In professional copywriting:

• Good copy is what the client approves
• Not what you think is clever
• Not what wins awards
• Technique exists to get chosen

The Reality of "Angles" (切り口)

In real work, you rarely choose the angle:

• Client specifies target, key messages, tone
• Your job: execute brilliantly within constraints
• Don't romanticize "finding the perfect angle"

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Branding Through Copy

Branding ≠ looking good. Branding = making it easy for others to explain you.

Test: Can a stranger explain your product to another stranger?

• YouTube → "スマホやPCで動画が見れるサービス" ✅ Easy to explain

Key insight: Strength ≠ Brand. Converting strengths into 超説明しやすい形 = brand.

"ブランディングは言葉である" - Study copywriting to learn how brands are built.

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Common Mistakes

Language Errors

1. Machine translation - Always use native speakers
2. Wrong politeness level - Match audience expectations
3. Unnatural phrasing - Sounds translated, not written
4. Missing context - Japanese needs more explanation

Cultural Errors

1. Too aggressive - "Buy now!" feels pushy
2. Too casual - Damages brand trust in B2B
3. Ignoring seasons - Miss 季節感 opportunities
4. Western humor - Often doesn't translate
5. Superlatives without proof - "Best" needs evidence

Format Errors

1. Wrong date format - Use 2024年1月15日
2. Wrong currency - ¥ before number, no decimals
3. Missing 税込/税抜 - Always clarify tax inclusion
4. Phone format - 03-1234-5678 (with hyphens)

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Seasonal Campaigns (季節感)

Season	Themes	Key Events
正月 (Jan)	New Year, fresh starts	新年セール
春 (Mar-Apr)	Cherry blossoms, new beginnings	入学・卒業, 新生活
夏 (Jun-Aug)	Cool, refreshing, festivals	お中元, お盆
秋 (Sep-Nov)	Harvest, reading, appetite	ブラックフライデー
冬 (Nov-Dec)	Year-end, Christmas, warmth	お歳暮, クリスマス

Don't miss: バレンタイン (Feb 14), ホワイトデー (Mar 14), 母の日/父の日

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Quick Checklist

Before publishing Japanese copy:

• Native speaker review (not just bilingual)
• Appropriate politeness level
• Specific numbers over vague claims
• Benefits, not just features
• Soft CTAs, not aggressive commands
• Trust signals included
• Correct date/currency/phone formats
• Tax status clarified (税込/税抜)
• Seasonal relevance if applicable
• Mobile-friendly length
• No machine translation artifacts
• Acknowledgment of limitations (builds trust)

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Resources

Recommended Books

Title	Author	Focus
ザ・コピーライティング	ジョン・ケープルズ	Classic principles, headlines
人を操る禁断の文章術	DaiGo	Psychology of persuasion
シュガーマンのマーケティング30の法則	ジョセフ・シュガーマン	Response copywriting

Tools

• Google Trends - Compare which synonym is most searched in Japanese

Online Resources

• Square - キャッチコピーの作り方
• Future Shop - 商品説明の書き方
• IGNITE - Japanese Copywriting Matters
• Humble Bunny - Marketing Translation Best Practices
• iCrossBorder - Content Marketing in Japan
• Nihonium - B2B SaaS Marketing in Japan