The Writing Weapons McKinsey Taught Me: From Logical Thinking to Copywriting

Chapter 2 The Structure of the Book: The Expressiveness Necessary for First-class Talents

This book is divided into two parts: basic and practical. Chapter 1 to Chapter 3 belong to the basic chapters, allowing everyone to lay a good foundation for logical expressiveness; Chapter 4 to Chapter 7 are practical chapters, centering on the problem-solving story development method, to cultivate everyone's ability to actually apply logical expressiveness.

In Chapter 1, we learn the basic concepts of logical expressiveness, including information, theme, and segmentation.Especially for information, if you want to design an excellent copywriting work, you must have a deep understanding of the information.Information can be divided into three categories: descriptive, evaluation, and normative.You are sure to gain many new discoveries from Chapter 1.

In Chapter 2, we learn how to express information clearly.Learn the skills of expression from the three levels of subject, conjunction and concreteness.No matter what kind of information is conveyed, the most important thing is to be able to express the theme clearly.In addition to making your message more logical, it can also make your message more persuasive if you communicate it clearly enough.

Next, we will learn how to design information in Chapter 3 based on the information types and expression methods learned earlier.In addition to learning to design individual messages, you must also be able to design the entire copy.Among them, we will learn many thinking and expression skills including pyramid structure, conclusion method, inference, abstract method, abstraction, theme setting and so on.

After learning the thinking and expression skills of the basic chapter, we will learn the problem-solving process in Chapter 4, which is the preparation for the story unfolding method to be learned in Chapter 5.The learning focus of this chapter is how to use the Takasugi method to discover various types of problems and set topics to unfold the story.

In Chapter 5, we will learn how to develop a story based on the types of questions learned in Chapter 4 and individual topics, which is very useful for copywriting.Specifically, we will learn the story development method applicable to solving various types of problems, which is formed by integrating the SCQOR story development method and the problem-solving process.

In Chapter 6, we will learn how to implement the pyramid structure and problem-solving story development method in a specific format.I'll cite two representative formats of business copywriting—reports, presentations—for illustration.

In addition to the logical performance learned earlier, Chapter 7 will also introduce various techniques that can improve persuasiveness.Specifically, it includes the top-down approach, the adjustment of question types and proposals, risk management, the number and order of alternatives, and the awareness of propositions when conveying information, etc.

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