この記事のポイント（日本語）
東洋と西洋では「個性」に対する考え方が異なります。日本では調和が重視される一方、英語圏では個人の独自性が強調されます。しかしビジネスコミュニケーションでは、共通点を見つけた上で自分らしさを構築することが重要です。クリエイティブコピーとは、売るための言葉であり、信頼を築き、読者を引き寄せるコミュニケーションです。ソートリーダーシップの確立、信頼の構築、支持者の獲得の3つが、ブランドを前進させる鍵となります。
After fifteen years living in Asia I've grown accustomed to groupthink. Be mindful of others before you rock the boat. Wear the uniform, follow the crowd and be grateful for membership.
It's a powerful belief system that has served previous generations well. It makes life in Japan special and everyone has a part to play in maintaining this harmonious society. Just make sure you don't reach over, tap your neighbour on the shoulder and ask him, "Hang on, what do you think?"
It's here that east and west meet, and usually end up banging heads.
In the English-speaking world our concept of individualism is sacred. It's me against the world. I'm different and I won't let anyone tell me otherwise.
I'm reminded of that scene from Monty Python's Life of Brian:
Brian: "You've got to think for yourselves! You're ALL individuals!"
Crowd: "Yes. We're all individuals!"
Brian: "You're ALL different!"
Crowd: "Yes. We are all different!"
Man in crowd: "I'm not."
Crowd: "Shhh."
So, can we all be unique? My western ego likes to think so. Understanding the group is critical for getting things done in Asia, but don't ever shy away from the thing that makes you different.
Fortunately the borderless world of business has little time for such existential meandering. Competition demands that your communications stand out. To be creative is to unfollow the crowd. You must innovate.
Sure, you need to find the common ground. But then shamelessly build your brand on it.
Creative copy is language that sells. It rallies others, but is instantly identifiable as your voice. It's communication with trust, the quickest path to conversion. Your prospects want to hear your voice and read your content. Your audience want to trust and buy from you.
Three ways to make your communications count
1. Be a thought leader
The world needs leaders. If you have expert status in your field and stand side by side with those at the top of your industry, you should be out there starting conversations every day. The trick is knowing what to talk about, how to express it and how to keep it up consistently with a strategy.
2. Build trust
Content is the ultimate way to bridge the trust gap, giving personality and voice to your brand. In a crisis, failing to communicate is the quickest way to lose all trust. You need to be educating, solving problems and drawing prospects closer until you are naturally the first one they turn to.
3. Gain endorsement
What gets your attention on social media more, a sponsored post or an article your friend has tagged you in? Nothing sells like endorsers who love your brand. Creative copy that speaks to a movement will keep you on top of timelines thanks to fans who spread the word for you. Even while you sleep.
So whether your goal is to be accepted by a group, or to put a Steve Jobs "ding in the universe", know your value, create something unique and then be sure to leave your fingerprints all over it.
Get in touch to talk about creative copy that works for your brand in Japan.