Jiro Dreams of Sushi is one of my favorite movies.
It’s about Jiro Ono, who, according to his contemporaries, is the world’s greatest living sushi chef. (His ten-seat restaurant, Sukiyabashi Jiro, has earned three Michelin stars every year since 2007.)
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It’s a beautiful film, thoughtful and elegant, full of lessons about creativity and craft, humility and honor. I watch it often. And I’ll probably never stop recommending it.
Almost every scene is compelling, but one in particular stands out to me…
In it Jiro’s son and sous-chef, Yoshikazu Ono, is talking about what makes their sushi so good, so unique:
“The techniques we use are no big secret,” he says. “It really comes down to making an effort and repeating the same thing every day.”
This resonates with me because, as a copywriter, I feel the same way about my profession:
There are no big copywriting secrets, folks, no classified techniques or principles. Yes, different teachers have their own styles and systems, their own ways of connecting the dots and presenting information. But basically, everything you need to find success in this discipline is available and affordable and, often, abundant.
It is.
What’s not abundant, though, is the individual drive and determination, the “effort” necessary to understand these principles and to practice these techniques.
There aren’t many people willing to sacrifice their time and energy to learn a craft, be it copywriting or sushi gastronomy or anything else, for that matter.
But to be successful, this is what you must do…
To be successful, you must commit to “making an effort and repeating the same thing every day.”
P.S.
As of today, Jiro Dreams of Sushi is streaming on Hulu and Prime Video.
(Or you can always rent it for a few bucks.)
P.P.S.
This is a link to one of the best exercises you can commit to as a copywriter.
Do it every day for a month, and your writing will drastically improve.
Do it every day for a year, and the quality of your writing will surpass that of most professional copywriters.
Here’s to committing, y’all.
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Nice notes from happy readers:
