[First Letter Analysis Survey Results] "Why Are Those DMs Read?" Visualizing the "Format" of Professional Sales Letters and Emails
Cognity Inc. analyzed sales letters from "Sales Support & Consulting Co., Ltd." using AI to visualize the structural characteristics of effective sales letters. The analysis revealed that key factors include rhythm created by short sentences, a sense of closeness conveyed by demonstrative pronouns, and emotional engagement through storytelling structure.
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 16:25
- 🔍 Collected: March 28, 2026 at 21:59 (5h 34m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 11:38 (421h 38m after Collected)
Cognity Inc., which visualizes organizational issues from conversational and textual information using knowledge representation AI, has released its first "Sales Letter/Sales Email" structural analysis content in its "Kaizai Shinsho" (Deconstructed) analysis and explanation video series.
This installment analyzes sales letters and emails by Tomoaki Kikuhara, Representative Director of Sales Support & Consulting Co., Ltd. The project visualizes the practical knowledge of "selling without visiting," which has been supported in sales fields for many years, from the perspective of text structure and organizes it into concrete points that sales representatives can apply in their daily work.
(Image: Visual representation of sales letter analysis)
■ Reasons for Feeling "I'm writing to be understood, but it's not leading to results."
In sales activities, written communication such as emails and letters are important touchpoints, but many face challenges such as "I don't know if they're being read," "I don't feel like it's being conveyed," or "It's not leading to trust."
The cause is not "what to write," but the lack of reproducibility in the structure of the text, such as length, flow, and tone. Therefore, Cognity performed structural visualization and analysis on "sales letters," which tend to be personalized skills.
■ Video Information
* [5th Installment] Sales Kaizai Shinsho (Sales Support & Consulting Edition): https://youtu.be/9XMwgejJXT0
* Kaizai Shinsho Series List: https://www.youtube.com/playlist?list=PLkvIVIN1NyRkLjQ4t_GfFI1BBXz1UJJRI
■ First Sales Letter Analysis: Dissecting Text Structurally
The analysis uses "CogStructure," an original knowledge representation AI developed by Cognity. This technology, developed about 13 years ago, is based on a different approach from generative AI (LLM) that has become widespread in recent years. It reads people's conversations and texts, grasps the relationships between topics structurally, and analyzes the logical flow and topic composition by visualizing it. This makes it possible to objectively understand communication that has traditionally been evaluated intuitively.
While general AI excels at generating and predicting words and contexts, this technology focuses on "topic relationships" and "structure." It is an approach positioned in a different domain from generative AI within the AI technology areas organized by the Association for the Advancement of Artificial Intelligence (AAAI). Furthermore, using this technology allows for analysis of communication data within an organization at various granularities such as department, scene, or individual, clarifying "where, what, and for whom it is functioning."
This enables evidence-based decision-making for initiatives that were previously ambiguous.
In this sales letter analysis, the analysis tool "COG-ESSAY" for text was used to clarify the structural characteristics of Mr. Kikuhara's sales letters.
(Image: Screenshot of CogStructure analysis)
■ This Issue's Master: Tomoaki Kikuhara, Representative Director of Sales Support & Consulting Co., Ltd.
Mr. Tomoaki Kikuhara established a sales method centered on sales letters with the concept of "selling without visiting." While at a housing manufacturer, he achieved top sales for four consecutive years through textual approaches. Currently, he provides sales know-how utilizing text through sales training and consulting. This analysis focused on Mr. Kikuhara's sales letters to clarify the structure of letters that get read.
Sales Support & Consulting Co., Ltd. Official Website: http://www.tuki1.net
■ Analysis Results: Why Master's Sales Letters Get Read
This analysis confirmed the following characteristics in sales letters that lead to results:
1) Rhythm Design Using Short Sentences
Overall, the analyzed sales letters were structured based on short sentences, with an average length of around 25 characters. In typical business documents, sentences tend to become longer as explanations become more detailed, increasing the burden on the reader. However, in this letter, each sentence was segmented by meaning, creating a structure where the reader's gaze does not easily stop. Furthermore, instead of making all sentences short, the claim to be conveyed was stated concisely, while sentences describing experiences or background were slightly longer. This prevented monotony and allowed the reader to progress through the text with a natural rhythm.
In other words, the sentence length itself functioned not merely as a stylistic quirk but as a rhythm design to keep the reader engaged.
(Image: Illustration showing short sentences creating rhythm)
2) Closeness Through Demonstrative Pronouns (Ko-so-a-do Words)
Expressions like "that time," "this experience," and "such feelings" were used, making the text conversational rather than purely explanatory. While the overuse of demonstrative pronouns can lead to ambiguity and difficulty in understanding, in this letter, they were used not as mere omissions but as words that evoke scenes of experience and emotion.
As a result, when reading the text, the reader enters a state of mentally supplementing "that scene" rather than just receiving an explanation. This creates a "conversational reading experience" that draws out the reader's imagination, unlike the one-way information delivery common in sales writing.
(Image: Illustration showing demonstrative pronouns creating conversational feel)
3) Emotional Engagement Through Story Structure
Following the flow of topics, this letter did not simply list information but had a story structure that unfolded from emotional triggers to improvements and actions. A distinctive feature was connecting the sharing of problem awareness and pain, such as "I don't want to feel this way" or "I don't want to make them feel this way," to "Therefore, I did this" or "It was good that I did this."
This structure allows the reader to first receive an emotional hook and then understand the actions and proposals. While simple explanatory text may lead readers to process content as mere information, a story structure, by allowing readers to relate their own experiences and emotions, makes the content more memorable.
Even though the text volume was not large, the arrangement of topics created a dramatic quality that drew the reader in.
(Image: Diagram showing story structure from problem to solution)
■ Insights from Dialogue: Sales in the AI Era Require "the Ability to Build Relationships Through Text"
In a dialogue between Mr. Kikuhara, a sales letter expert, and the representative director of Cognity, it was discussed that many sales representatives struggle with writing, and the importance of breaking down concepts into "forms that can be written in the field" rather than ideal theories. Mr. Kikuhara explained that during training, he presents sales letter templates and formats, and has participants write one on the spot to prevent non-completion later while facilitating field adoption.
He also stated that the practice of reusing completed texts and updating them partially leads to the establishment of sales letter utilization.
In an era where AI handles product comparisons and information gathering, the decision of "who to buy from" remains an area dependent on human relationship building. In this context, sales letters are considered increasingly important as a means of building relationships of "I want to buy from this person" or "I want to consult with this person."
■ Approach to Enhancing Sales Skills by Combining Practice and Analysis
Mr. Kikuhara's books are also introduced as a means to learn about sales letters. However, simply understanding the knowledge does not easily reveal the areas for improvement in one's own writing.
To address this, this initiative proposes an approach to cyclical improvement by combining learning and practice with feedback from Cognity's analysis technology. By repeating the cycle of "Write → Analyze → Improve," sales letters become established as reproducible skills.
(Image: Diagram showing the Write-Analyze-Improve cycle)
■ From Personalized Skills to Reproducible Formats
Cognity has previously analyzed sales talks, presentations, and one-on-one meetings in its "Kaizai Shinsho" series. With this sales letter analysis, skills for "building trust through text," which have been difficult to verbalize, are now provided as reproducible design knowledge.
Cognity will continue to visualize communication as structure and contribute to strengthening sales capabilities independent of individual intuition.
■ Trial Offer: Baseline Review Function
Cognity offers an analysis service that converts qualitative data such as conversations and texts into "metrics usable for improvement" and "insights leading to action" using its unique structuralization technology.
Depending on the objective, it visualizes "how communication is perceived" and "factors leading to success" in business negotiations, meetings, internal sharing, training, customer support, IR, etc., and proposes priorities and measures for improvement.
As an entry point, "Baseline Review (Trial)", which allows for grasping current issues and improvement directions in a short period, was released on January 27, 2026, for ¥50,000 (excluding tax). By submitting two pieces of recorded video, audio, or documents (e.g., high-performing vs. low-performing talks, their composition, argument placement, persuasion flow, or a final review (Before/After comparison)), you will receive feedback on the analysis results and a 1-hour briefing. (For individual use, briefings are replaced with email or online seminars).
(Image: Flyer for Baseline Review)
Application Page: https://cognitee.com/baseline-review-cog-evidence
---
**[Cognity Inc. Company Overview]**
Company Name: Cognity Inc.
Purpose: To create a society free from cognitive bias through the power of technology.
Business Activities: Organizational analysis services using qualitative data quantification technology.
Headquarters: 1-1-2-208 Nishi-Ota, Shinagawa-ku, Tokyo, 140-0015
Establishment: March 28, 2013
Web: https://cognitee.com/
Capital: 600 million yen (including reserves)
Employees: 71 (including remote workers)
Representative: Rie Kono, Representative Director
Awards, etc.:
* EY Innovative Startup Enterprise Division Award (2019)
* 11th HR Award Human Resource Development Division Grand Prize (2022)
* 22nd Japan Telework Association Telework Promotion Award, Excellence Award (2022)
* 3rd TOKYO Telework Award, Promotion Award (2023)
* Member of the Japan Association for the Advancement of Generative AI Utilization (2023~)
**[Inquiries Regarding This Matter]**
Cognity Inc. Public Relations: Okui
Email: okuinagisa@cognitee.com TEL: 03-4212-8445
This installment analyzes sales letters and emails by Tomoaki Kikuhara, Representative Director of Sales Support & Consulting Co., Ltd. The project visualizes the practical knowledge of "selling without visiting," which has been supported in sales fields for many years, from the perspective of text structure and organizes it into concrete points that sales representatives can apply in their daily work.
(Image: Visual representation of sales letter analysis)
■ Reasons for Feeling "I'm writing to be understood, but it's not leading to results."
In sales activities, written communication such as emails and letters are important touchpoints, but many face challenges such as "I don't know if they're being read," "I don't feel like it's being conveyed," or "It's not leading to trust."
The cause is not "what to write," but the lack of reproducibility in the structure of the text, such as length, flow, and tone. Therefore, Cognity performed structural visualization and analysis on "sales letters," which tend to be personalized skills.
■ Video Information
* [5th Installment] Sales Kaizai Shinsho (Sales Support & Consulting Edition): https://youtu.be/9XMwgejJXT0
* Kaizai Shinsho Series List: https://www.youtube.com/playlist?list=PLkvIVIN1NyRkLjQ4t_GfFI1BBXz1UJJRI
■ First Sales Letter Analysis: Dissecting Text Structurally
The analysis uses "CogStructure," an original knowledge representation AI developed by Cognity. This technology, developed about 13 years ago, is based on a different approach from generative AI (LLM) that has become widespread in recent years. It reads people's conversations and texts, grasps the relationships between topics structurally, and analyzes the logical flow and topic composition by visualizing it. This makes it possible to objectively understand communication that has traditionally been evaluated intuitively.
While general AI excels at generating and predicting words and contexts, this technology focuses on "topic relationships" and "structure." It is an approach positioned in a different domain from generative AI within the AI technology areas organized by the Association for the Advancement of Artificial Intelligence (AAAI). Furthermore, using this technology allows for analysis of communication data within an organization at various granularities such as department, scene, or individual, clarifying "where, what, and for whom it is functioning."
This enables evidence-based decision-making for initiatives that were previously ambiguous.
In this sales letter analysis, the analysis tool "COG-ESSAY" for text was used to clarify the structural characteristics of Mr. Kikuhara's sales letters.
(Image: Screenshot of CogStructure analysis)
■ This Issue's Master: Tomoaki Kikuhara, Representative Director of Sales Support & Consulting Co., Ltd.
Mr. Tomoaki Kikuhara established a sales method centered on sales letters with the concept of "selling without visiting." While at a housing manufacturer, he achieved top sales for four consecutive years through textual approaches. Currently, he provides sales know-how utilizing text through sales training and consulting. This analysis focused on Mr. Kikuhara's sales letters to clarify the structure of letters that get read.
Sales Support & Consulting Co., Ltd. Official Website: http://www.tuki1.net
■ Analysis Results: Why Master's Sales Letters Get Read
This analysis confirmed the following characteristics in sales letters that lead to results:
1) Rhythm Design Using Short Sentences
Overall, the analyzed sales letters were structured based on short sentences, with an average length of around 25 characters. In typical business documents, sentences tend to become longer as explanations become more detailed, increasing the burden on the reader. However, in this letter, each sentence was segmented by meaning, creating a structure where the reader's gaze does not easily stop. Furthermore, instead of making all sentences short, the claim to be conveyed was stated concisely, while sentences describing experiences or background were slightly longer. This prevented monotony and allowed the reader to progress through the text with a natural rhythm.
In other words, the sentence length itself functioned not merely as a stylistic quirk but as a rhythm design to keep the reader engaged.
(Image: Illustration showing short sentences creating rhythm)
2) Closeness Through Demonstrative Pronouns (Ko-so-a-do Words)
Expressions like "that time," "this experience," and "such feelings" were used, making the text conversational rather than purely explanatory. While the overuse of demonstrative pronouns can lead to ambiguity and difficulty in understanding, in this letter, they were used not as mere omissions but as words that evoke scenes of experience and emotion.
As a result, when reading the text, the reader enters a state of mentally supplementing "that scene" rather than just receiving an explanation. This creates a "conversational reading experience" that draws out the reader's imagination, unlike the one-way information delivery common in sales writing.
(Image: Illustration showing demonstrative pronouns creating conversational feel)
3) Emotional Engagement Through Story Structure
Following the flow of topics, this letter did not simply list information but had a story structure that unfolded from emotional triggers to improvements and actions. A distinctive feature was connecting the sharing of problem awareness and pain, such as "I don't want to feel this way" or "I don't want to make them feel this way," to "Therefore, I did this" or "It was good that I did this."
This structure allows the reader to first receive an emotional hook and then understand the actions and proposals. While simple explanatory text may lead readers to process content as mere information, a story structure, by allowing readers to relate their own experiences and emotions, makes the content more memorable.
Even though the text volume was not large, the arrangement of topics created a dramatic quality that drew the reader in.
(Image: Diagram showing story structure from problem to solution)
■ Insights from Dialogue: Sales in the AI Era Require "the Ability to Build Relationships Through Text"
In a dialogue between Mr. Kikuhara, a sales letter expert, and the representative director of Cognity, it was discussed that many sales representatives struggle with writing, and the importance of breaking down concepts into "forms that can be written in the field" rather than ideal theories. Mr. Kikuhara explained that during training, he presents sales letter templates and formats, and has participants write one on the spot to prevent non-completion later while facilitating field adoption.
He also stated that the practice of reusing completed texts and updating them partially leads to the establishment of sales letter utilization.
In an era where AI handles product comparisons and information gathering, the decision of "who to buy from" remains an area dependent on human relationship building. In this context, sales letters are considered increasingly important as a means of building relationships of "I want to buy from this person" or "I want to consult with this person."
■ Approach to Enhancing Sales Skills by Combining Practice and Analysis
Mr. Kikuhara's books are also introduced as a means to learn about sales letters. However, simply understanding the knowledge does not easily reveal the areas for improvement in one's own writing.
To address this, this initiative proposes an approach to cyclical improvement by combining learning and practice with feedback from Cognity's analysis technology. By repeating the cycle of "Write → Analyze → Improve," sales letters become established as reproducible skills.
(Image: Diagram showing the Write-Analyze-Improve cycle)
■ From Personalized Skills to Reproducible Formats
Cognity has previously analyzed sales talks, presentations, and one-on-one meetings in its "Kaizai Shinsho" series. With this sales letter analysis, skills for "building trust through text," which have been difficult to verbalize, are now provided as reproducible design knowledge.
Cognity will continue to visualize communication as structure and contribute to strengthening sales capabilities independent of individual intuition.
■ Trial Offer: Baseline Review Function
Cognity offers an analysis service that converts qualitative data such as conversations and texts into "metrics usable for improvement" and "insights leading to action" using its unique structuralization technology.
Depending on the objective, it visualizes "how communication is perceived" and "factors leading to success" in business negotiations, meetings, internal sharing, training, customer support, IR, etc., and proposes priorities and measures for improvement.
As an entry point, "Baseline Review (Trial)", which allows for grasping current issues and improvement directions in a short period, was released on January 27, 2026, for ¥50,000 (excluding tax). By submitting two pieces of recorded video, audio, or documents (e.g., high-performing vs. low-performing talks, their composition, argument placement, persuasion flow, or a final review (Before/After comparison)), you will receive feedback on the analysis results and a 1-hour briefing. (For individual use, briefings are replaced with email or online seminars).
(Image: Flyer for Baseline Review)
Application Page: https://cognitee.com/baseline-review-cog-evidence
---
**[Cognity Inc. Company Overview]**
Company Name: Cognity Inc.
Purpose: To create a society free from cognitive bias through the power of technology.
Business Activities: Organizational analysis services using qualitative data quantification technology.
Headquarters: 1-1-2-208 Nishi-Ota, Shinagawa-ku, Tokyo, 140-0015
Establishment: March 28, 2013
Web: https://cognitee.com/
Capital: 600 million yen (including reserves)
Employees: 71 (including remote workers)
Representative: Rie Kono, Representative Director
Awards, etc.:
* EY Innovative Startup Enterprise Division Award (2019)
* 11th HR Award Human Resource Development Division Grand Prize (2022)
* 22nd Japan Telework Association Telework Promotion Award, Excellence Award (2022)
* 3rd TOKYO Telework Award, Promotion Award (2023)
* Member of the Japan Association for the Advancement of Generative AI Utilization (2023~)
**[Inquiries Regarding This Matter]**
Cognity Inc. Public Relations: Okui
Email: okuinagisa@cognitee.com TEL: 03-4212-8445