"WHY BOTHER?
It's already been done."
Ahh, the ultimate action-killer statement.
"Why bother?"
The thing is, you're right!
It probably has been done already.
But you should do it anyway!
Why?
Well, it’s the same reason the Japanese have their very own version of plain white bread.
Yes.
Plain.
White.
Bread.
I mean, it can’t get any more "done already" than that.
That is...until you sink your teeth into this miracle bread and realize what you have been missing your entire life.
Your face after trying said bread 👇
Because, my goodness. Japanese bread is something special.
It even has a name: Shokupan.
It’s cut thick and a little sweet -- but the main differentiator is this:
Its signature pillowy interior that pulls apart in soft, feathery strands.
And when toasted, the outside turns crisp while the inside stays marshmallow-soft.
🤌
But here’s the twist.
Want it as garlic bread?
Don't even bother.
Wayyyy too sweet.
How about bruschetta?
Ick.
Not flaky and crunchy enough.
Japanese bread pales in comparison in those departments.
But Shokupan wouldn't be Shokupan without the sweetness.
Without the pillowy-ness.
It doesn’t need to be flaky. It wins by being itself.
So, the next time you think someone else has done it already, just remember that Japanese white bread is best pillowy.
So be “pillowy”.
And don't call it "white bread".
Call it Shokupan.
Meaning, whatever it is that you want to do, do it YOUR WAY.
And then give it name that only you can give.
That’s what I did.
Even though plenty of other copywriting guides exist, I made my own version and called them Hidden Gems.
🔸I wanted them to "be cute".
🔸I wanted the content to read like an Instagram carousel.
🔸I wanted them to be "issues" and part of a larger collection.
🔸And lastly, I wanted to share these fantastic little copywriting gems that were kind of "hidden" unless you study the craft (and hard to find in AI).
And that, my friends, is MY "shokupan" and also why whatever it is that you want to do, you can and should start today.
For further inspiration, check out my copywriting guides that are uniquely me:
Thanks and Enjoy!
Cin🙂
