Advertising that sells,
for more than 25 years.

At DZ, our advertising is characterized by
a practical, down-to-earth approach packed with content.

An advertisement is not good simply because it looks beautiful and polished. Of course, increasing sales with beautiful advertising would be ideal. Enhancing a company's image and communicating the appeal of its products and services in a sophisticated way are important roles of advertising.

But what matters most to us at DZ is whether an advertisement genuinely moves people's hearts and leads to responses, customer acquisition, and sales. Even if it looks beautiful, it has not fulfilled its role unless it increases inquiries, leads to purchases, or brings people into stores.

Recently, we have begun receiving advertising awards. Even so, our advertising philosophy remains unchanged. If another company generates 300 responses—in other words, sales or customer visits—we aim for 500 or 700. If someone says, "That product won't sell. Only three units sold," we aim to sell 20 or 50.

Increasing sales with beautiful advertising
is ideal.
But beauty alone does not sell.
Beauty alone does not move people's hearts.

That is why DZ creates advertising to sell. How should we communicate a product's or service's features? Where do prospects become interested, where do they feel uncertain, and what prompts them to act? We consider each question and build the necessary information into the advertisement.

Sometimes the result looks different from the beauty that wins advertising awards. It may contain a great deal of information and appear unpolished. But that practicality holds the explanations that convince prospects, the evidence that eases their concerns, and the reasons that encourage action.

Advertising is not simply a list of what a company wants to say. It should answer what customers want to know, compare, and verify. DZ considers more than headlines and visuals: we emphasize content planning, deciding what information the advertisement should contain.

Whatever others may think of it, our advertising exists to sell even one more of our clients' products. Not merely making things look attractive, but creating reasons to buy. Not merely leaving an impression, but prompting action. This is the fundamental approach to advertising production that DZ has pursued for more than 25 years.

Challenging traditional advertising theory.
By breaking through it,
new advertising techniques emerged.

When I became a copywriter approximately 30 years ago, image advertising dominated Japan's advertising industry, and other approaches were treated almost as if they were not legitimate advertising. Within that industry was the field of mail-order advertising. It was often described by advertising professionals as unattractive and unsophisticated.

I encountered that advertising at the age of 26. Starting without experience and aspiring to become a copywriter, I worked at an advertising production company before moving to an agency focused on mail-order advertising. It was an entirely different world from the glamorous expressions I had studied in a copywriting course. The assessment I received there was harsh.

"阪尾, your copy is no good at all.
It isn't selling the product."

At the time, part of me looked down on that down-to-earth advertising. But as long as I created advertisements that did not sell, I had no future. I could not escape that reality. I reconsidered my thinking and decided to learn the techniques of advertising that sells from scratch.

One lesson became a great source of support: "Content is what matters in advertising production." Headlines and beautiful photographs alone do not increase a client's sales. What an advertisement contains is important. Believing those words, I began by planning the information an advertisement needed before writing the copy.

Mail-order advertising produces clear results: did the product sell or not? That reality can be extremely harsh. At 28, I experienced a major drop in sales caused by my copy and had to offer a heartfelt apology to the client. More than frustration, I felt my own immaturity in not fully understanding why products sell—or why they do not.

On the other hand, the techniques I acquired sometimes multiplied clients' sales. It was not an advertising award, but being recognized for sales results was an experience I was prouder of than anything else as an advertising creator. Today, my main work is mentoring and developing the next generation.

Creating advertising that sells is not easy, but I believe the courage to face that challenge is what helps an advertising creator grow into a consultant.

If you would like advertising consulting based on my experience, please contact us and say, "I would like a consultation with 阪尾." This is a one-time consultation, free of charge. If you are struggling or no longer know what to do, please feel free to reach out at any time. Finally, I always hope good fortune will come to sincere people who continue working hard.