I told the students of Kamiyama Monosasu Academy
The essence of arriving at "powerful words"
Interview with copywriter Keiji Tochizawa - Part 2 -

I heard that the reason you started teaching at Kamiyama Monosasu Juku was because Tochizawa-san reached out to you...

I always read the Monosasu website and saw the articles about Kamiyama, and one day I saw an article about them thinking about holding a writing class there. I thought, "They even do this, Monosasu!"
I also work as a lecturer at a vocational school teaching writing skills, so when I contacted Hayashi and asked if I could help, it was agreed right away.
This also relates to what I want to do in the future. Now that I'm in my late 50s, I'll continue to do creative things, of course, but I also want to try writing personal works and support people who want to create things. I think that if there's anything I can do, it's my duty to help them do that.

Were you also interested in teaching adults who had some experience working in society?

That was one reason. I've also changed my path. I wanted to tell people that it's not good to put too much pressure on yourself when you change your path. When I changed my path, I quit without any effort or determination. I thought, "Okay, let's go this way." That was also because I was young, and that was all it took for me to go.
But when I met the students at Monosasu Juku, I felt a similar vibe and was relieved. I didn't sense any of the pain of struggling to become something. Right?

surely.

That's right. Otherwise, you wouldn't have been able to come to Kamiyama so easily. If you try too hard, thinking "I have to change something," you'll make mistakes. I think the right position is to make a quick decision and go with the flow.
If you work hard, work hard, get a qualification, and then decide on a goal before you start again, you won't be able to quit. To put it in a bad way, it's momentum. I think momentum is very important in life.

That's true, I went in on impulse (laughs).

That enthusiasm and light-heartedness was transmitted to me by the students. That's why I said in the first class, "I can smell the same thing."

Haha (laughs).
Is there anything you decided to convey?

In one word, it becomes that word. It's not classy, so it might be bad.

"When you want to express yourself, take off your pants!" (laughs)

(laughs) My intention is to free myself from being tied down.
Web writing is often done for other people, including clients. Of course, you have to be mindful of the other person. You shouldn't, but if you only think about that when you write, you won't be able to write anything worthwhile.
Don't you think you need to free yourself up and be able to put ideas and thoughts together?

After this keyword came up in class, the students kept using it in their everyday conversations, saying, "No, it's not off yet" (laughs).

To express yourself, to create something, is to expose yourself.

For me, each writing class was a very liberating time, and it took a lot of courage.

I think it will take more courage from now on. Even if you "put it all out there" at the cram school, only about 10 students who pass the manuscript around to read it will see it, but if you write for work, the number of people who see it is incomparable.

In Tochizawa's writing class, we used pencils and erasers. In the coding class, we were always facing the computer, so when we were given a pencil and eraser, I was really happy. Can you tell me again why you chose a pencil and eraser?

I think everyone will probably go back to their computers after the class, but I wanted them to experience writing with their hands. The speed at which they write, the time they spend thinking while they write. I wanted them to experience those things with a pencil and eraser.

Do you mean use your body?

That's right. It's physicality. For example, when you're writing character by character with a pencil, it's a pain to erase them, so you think about how you can change the end of the sentence a little and take it in a different direction. You change the ending, add a conjunction, change it. That was the kind of training I did.
When writing on a computer, you can delete it if you don't like it, and you can bring it back if you decide you want to use it after all.

Mr. Tochizawa's classes were always so much fun. I wondered what topic he would write about today. The topic that left the biggest impression on me was writing about a map in words.
Write the directions to your house in 400 characters so that the other person can get there just by reading it.

That was training for me to see things from a bird's-eye view. I don't usually have the chance to do that. Even if I draw pictures and add comments, it becomes much more difficult to explain everything in words.

The assignment I had the most difficulty with was to write an article introducing LED light bulbs. The article was written in a confusing way at first, so I had to rewrite it to make it easier to understand, but it was difficult to decide what criteria to use.

When I usually read the news online, I sometimes come across really bad sentences. They are so bad that I thought they would make a good subject, so I created an assignment to rewrite the bad sentences.
The key is to decide on a point of view. Gradually, everyone realized that it would be easier to write if they could do that. For example, LED light bulbs from the perspective of a housewife. Once you decide on a point of view, you'll know how much information you need to include.

It was refreshing to see how what you write changes depending on whose perspective you are writing from.

Both I and Haga have joined Monosus and are each working in new jobs.
I am currently working in the editorial department, writing and reviewing various articles, and am involved in the work of conveying information on the ground.
After taking Tochizawa-san's class, I realized that words that come out after you understand something are the best way to convey it to the other person. However, when you actually go to the workplace, there are many situations where you have to put something into words even if your whole body doesn't feel like "That's right!"

I see. There are a lot of them.

Tochizawa-san said that he loves the product and wants to convey it, but what should he do if there are parts that he cannot empathize with? Also, even if the subject matter itself is negative, is it honest to convey it? I also feel that there is a challenge.
When it's difficult to communicate or put force into your words, how do you organize your thoughts and get the words out?

What does it mean when the subject matter is negative?

For example, if I were to convey a negative event in a negative manner, the recipient would probably just think, "Oh, I see..." and feel depressed, so I was unsure how I should write about it.

In that case, it's about sorting out the essence within the negative subject matter: why is this negative?
For example, let's say the topic is about the bad economy and how to live in it. If it's all about economics, there's no salvation. But if you don't have money at that time, you might as well enjoy it as much as you can. Then, if you can see the direction of how to use money, rather than how to increase it, I think the reader can receive one of the essences in a negative topic.

Using your own feelings as a starting point...

If you just write about negative topics, it will just be a sad story. There must be something hidden there, so look at it. Maybe there will be a positive side to it.
When you find something like that, I think it's okay to cling to it and write about it.
That was quite a difficult question. It's like a continuation of cram school.

Thank you, I'd like to hear again what you thought after being out on the scene.

This may be strange for me to ask, but are the lessons at your cram school useful in the workplace?

Yes. When I'm brainstorming or putting out my ideas, I always remember the advice, "Just keep putting them out there without rejecting anything."
Also, keep your sentences as short as possible. I try to keep that in mind, but sometimes they end up being long...

I'm currently working as a planner, creating proposals, but when I tried to put it into practice, I found it difficult. That's because proposals are structured, logically organized, and structured.
I used to work in the apparel industry, and I think I was the type of person who wrote by intuition when I was in cram school. But that didn't help me write a proposal well. I would be happy if you could tell me the key points of writing a proposal, Mr. Tochizawa.

Proposals are case by case. Sometimes they are put together in an orderly manner, and other times they prioritize intuition and show off the idea and say, "Let's do this!", then write down things like, "This is the background," and "This is what we're aiming for."
Which one to choose depends on the client.

If you show a proposal that prioritizes intuition to a conservative company, they might say, "Don't be silly." In that case, it's better to take the steps of sorting out the requirements, identifying the issues, and doing research, and then show them how to do it, and then develop it by saying, "So, this is what we thought," "Here's how to make it happen," and "This is the expected effect."

If you've worked with a client many times and are familiar with each other, they may be happier if you just tell them the conclusion straight away. It really depends on the case, so basically, if you remember these two patterns, I don't think you'll have any trouble.

When it comes to the difference between showing it all at once at the beginning and building it up to arrive at a result, should you choose based on your relationship with the other person? Or should you change it depending on what you want to show?

It's a difficult question, but in reality, both types just have different orders.
There are two bentos, and the types of side dishes packed are the same. However, the way you pack them will change depending on which side dish you want to highlight.

The proposal is the same, and the materials themselves remain the same. The question is where to put the highlight, the part that says, "This is our idea."
So I think it's important to observe your clients carefully. Are they the type who says, "I don't care about the introduction, I just want the conclusion," or are they the type who won't be convinced unless things are put together logically?
However, the common thread is that if the idea is poor, you're out of luck.

Finally, Mr. Tochizawa, what is your impression of Monosus?

I love it. They have a variety of clients, but I think their company structure is completely new. I think they're from a new generation. The Yoyogi office is a good example of this, and everything about them is new, including the way they approach work. The people who work there are lively.
When I went to the anniversary party, Hayashi-san was grilling meat. "I'm kind of jealous."
Of course, they will give it careful consideration, but when they say they want to do something, they have the speed and power to act.
The theme of the Monosasu Juku in Kamiyama was work style and lifestyle, and Monosasu as a company places great importance on that. I think that way of thinking is new in itself.

I'm also a bit confused because it's completely different from my previous company. They tell me to give my opinion, but I haven't really been asked for my opinion that much up until now. I'm confused and wondering if it's okay to give my opinion (laughs).

Whoever speaks up wins in that kind of company.

By the way, you seem to be a very energetic person, what gives you strength in your work?

I wonder what it is...
I guess I want to feel good. I just love pleasure. I love motorcycles, surfing, fishing, and alcohol. In other words, I love feeling good. So I think I aim for that in my work too.
Of course, I can't do whatever I want because my customers have their own reasons. I'm not creating my own work.
But when I find the line that connects the client and the consumer, and I'm able to make that connection, I feel a sense of satisfaction. I think that's my driving force. Probably.

How do you plan to express yourself in the future to seek pleasure?

In terms of advertising creative, I have had the opportunity to work on a wide variety of projects, both on a large scale and at a large level, that have given me a big response.
Of course, I will continue to work on advertising creatives, but as I mentioned at the beginning, I also want to work on passing on what I have to the next generation.
It's fun. We can meet again like today. It's fate. I'm happy to think that I was able to give them something useful, even if it was just a little. I want to continue to give them the ability to write proper words.
Well, on the other hand, I also think I'd rather just quit work and go to Okinawa, play the sanshin, and drink awamori (laughs).