マーケティング
公開日:2016.11.21

コピーライティングを学ぶということ

ここ最近、コピーライティングに関する仕事を多々やっています。社内研修用にもマニュアルを作成し、全社あげてチェックをしていますが、なかなかのクオリティのマニュアルに仕上がりそうです。約300ページのマニュアルの中身は社外秘ですが、我々広告代理店やWEB制作会社ではコピーライティングの知識やスキルが、自社やクライアントのビジネスを大きく助けています。

結局、広告代理店に求められるのって最終的にはコンバージョンなんですよね。特に我々みたいなダイレクトマーケティング系の広告代理店は、資料請求・予約・問合せ・販売数・オプトイン等々のコンバージョンポイントを求められます。広告代理店だから、広告の運用だけをすれば良いんじゃないの?と思われるかもしれませんが、そうは問屋が卸さないのが現代のクライアント。

広告代理店やWEB制作会社ほどコピーライティングのスキルが必要

広告代理店やWEB制作会社に対して、クライアントの多くが求めているのは「成果」です。成果とは先ほど記載したコンバージョンの事。よく言われるように、コンバージョンが上がるための公式はいたってシンプルです。

アクセス数(広告等) × 成約率(ホームページの力) = コンバージョン(成果)

上記の公式のように、クライアントの求めている成果を出すには、広告代理店は広告の運用だけでは難しいことが分かるはず。またホームページ制作に携わる人間に求められるのは「セールス力のあるホームページ」です。カッコいい、綺麗というだけでは、成果の出るホームページは作れません。勿論、綺麗で分かりやすいナビゲーションのホームページ作りは重要なのですが、ホームページのセールス力を高めるのは他にもない「コピーライティング力」なのです。

例えるなら、見た目(デザイン)だけ良くて、話し方がグダグダだったり、聞きたいことを答えてくれない営業マンに、いくらアポイント(アクセス数)を振っても成果には繋がりません。見た目も良いけども、クライアントにとって必要な要素を、クライアントの立場で話してくれる営業マン(コピーライティング)が成果を出す良い営業マンです。

昔と違って現代は、殆どの事業主がホームページを持ち、直接競合・間接競合とインターネット上でしのぎを削りあっています。成果を求められる広告代理店やホームページ作成に携わる人間には、コピーライティングの知識が無ければ、現代を戦い抜けないでしょう。

Salesmanship In Print(印刷された営業マン)

100年以上も前にアメリカでは、コピーライティングはSalesmanship In Print(印刷された営業マン)と呼ばれており、現代でもその例えを超える表現は出てきていません。

セールスにおいて、顔を見合わせたFace to Faceの営業が1番成約率が高いとは思いますが、1日の営業数には限りがあります。そして優秀な営業マンはそんなに多くいるものでもありません。しかし、コピーライティングの場合は、チラシやDM、ホームページの上に書かれた営業マンです。1日に100人でも1,000人でも、10,000人にもセールスをかけ続けてくれます。これほど効率の良い手法は他には中々ありません。

コピーライティングの力を活用していない集客用のサイトがあれば、それはかなり機会損失を起こしている可能性があります。広告代理店やWEB制作会社の方のみならず、経営者や営業マンでも、コピーライティングを学ぶことをお勧めします。あなたの日常の仕事に、劇的な変化をもたらすことでしょう。

 

P.S.弊社の広告代理店流のコピーライティングを学びたい方は、メルマガに登録しておいて下さい。近々、面白いコンテンツを案内したいと思っていますが、メルマガ読者の方を優先で案内させていただきますので、どうぞお楽しみに!

 

avatar
執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

この記事が気に入ったらいいねしよう!

最新記事をお届けします。

ソーシャルで記事を共有する

facebookでコメン卜する

記事にコメントを残すコメント数:50

※がついている欄は入力必須です

  1. visite site 様より
    2021年06月26日 17:55

    987691 399389I truly like forgathering utile info, this post has got me even a lot more info! . 742811

  2. go to website 様より
    2021年08月26日 08:01

    629294 869446This sort of in search of get the enhancements produced on this special lifestyle and diet, begin your L . a . Shifting the pounds diet remedy is really a huge procedure into accesing which normally hope. weight loss 275147

  3. 2021年10月04日 08:34

    492531 997385whoah this blog is excellent i love studying your articles. 178006

  4. relx 様より
    2022年01月25日 11:07

    592009 226872Good V I should definitely pronounce, impressed with your web site. I had no trouble navigating through all the tabs as well as related information ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. 823717

  5. 2022年02月10日 17:17

    217189 163886Very interesting subject , regards for putting up. 57103

  6. 2022年02月22日 10:40

    734302 577447Merely wanna state that this really is extremely beneficial , Thanks for taking your time to write this. 267131

  7. CharlesZoosy 様より
    2022年03月03日 18:51

    vulkan vegas logowanie vulkan vegas casino vulkan vegas 24 vulkan casino logowanie vulkanvegas23 vulkan vegas kasynovulkan vulkan kasyno vulkan vegas login vulcan kasyno vulkan vegas kasyno vulkan vegas zaloguj vulcan vega vulkan vegas legalne w polsce vulkan vegas 23

    vulcan casino logowanie vulcan kasyno vulkan vegas casino vulkan vegas casino vulkanvegas casino vulkan vegas legalne w polsce vulkan vegas logowanie vulcan kasyno vulkan vegas casino login vulkanvegas casino

    vulkan vegas legalne w polsce vulkanvegas casino kasynovulkan vulkanvegas23 vulkan vegas casino vulkan casino logowanie vulkan vegas kasyno vulkan vegas logowanie vulkan vegas 23 vulcan vega

    vulcan kasyno vulcan vega vulkan vegas 23 vulkanvegas23 vulcan vega vulkanvegas casino vulcan casino logowanie vulkan casino logowanie vulkan vegas legalne w polsce vulkan vegas casino

    vulkanvegas23 vulcan kasyno vulkan vegas kasyno vulkan vegas legalne w polsce vulkan casino logowanie

  8. Brodie 様より
    2022年03月27日 00:37

    I enjoy what you guys are usually up too. This type of clever work and coverage!

    Keep up the good works guys I've included you guys to blogroll.

    Here is my page; info my (http://tinyurl.com/y7qk7cfn)

  9. Margery 様より
    2022年03月28日 08:51

    Everyone loves what you guys are up too. This type info
    of (tinyurl.com) clever
    work and coverage! Keep up the terrific works guys I've incorporated you guys to my personal blogroll.

  10. Laverne 様より
    2022年04月02日 18:35

    This is my first time pay a quick visit at here and i am really impressed to read all at single place.

    Feel free to visit my web-site; info or – http://tinyurl.com,

  11. Imogene 様より
    2022年04月03日 07:35

    May I simply just say what a comfort to find somebody who actually knows what they're talking about over
    the internet. You actually understand how to bring a problem to
    light and make it important. More and more people have to read this and understand this side of the
    story. I can't believe you aren't more popular given that you
    surely possess the gift.

    my web site – air ticket booking

  12. Siobhan 様より
    2022年04月05日 00:14

    I'm really enjoying the design and layout of your blog.
    It's a very easy on the eyes which makes it much more pleasant for me
    to come here and visit more often. Did you hire out a developer to create your theme?

    Outstanding work!

    Feel free to visit my website; cheapest international airline tickets possible

  13. Cierra 様より
    2022年04月06日 01:55

    hello there and thank you for your info – I've definitely picked up anything new from right here.

    I did however expertise some technical issues using
    this site, since I experienced to reload the web site many times
    previous to I could get it to load correctly. I had been wondering if your web hosting is OK?
    Not that I'm complaining, but slow loading instances
    times will sometimes affect your placement in google and could
    damage your quality score if ads and marketing with Adwords.

    Well I am adding this RSS to my e-mail and can look out for much more of your respective fascinating content.
    Ensure that you update this again very soon.

    Feel free to visit my web-site airline tickets best price

  14. Kelvin 様より
    2022年04月06日 11:37

    Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something.
    I think that you can do with a few pics to drive the message home a
    bit, but other than that, this is wonderful blog.
    An excellent read. I'll certainly be back.

    my web-site; cheap tickets flights

  15. Benjamin 様より
    2022年04月06日 19:25

    Wow, awesome weblog format! How long have you been blogging for?
    you make blogging look easy. The total glance of your web site is great, as well as the content!

    my web blog cheap flights

  16. Irving 様より
    2022年04月07日 12:39

    Pretty nice post. I just stumbled upon your weblog and wished to say that I've truly enjoyed surfing around your blog posts.
    In any case I will be subscribing to your feed and
    I hope you write again soon!

    Take a look at my page :: gamefly

  17. Julie 様より
    2022年04月11日 02:41

    My brother recommended I might like this web site.
    He was entirely right. This post truly made my day.
    You cann't imagine simply how much time I had spent for this information! Thanks!

    Here is my web blog gamefly

  18. 2022年05月02日 08:04

    428470 260749Respect to author , some great details . 934285

  19. Valorie 様より
    2022年05月10日 09:56

    First off I want to say wonderful blog! I had a quick question which I'd like to ask if you do not mind.
    I was interested to know how you center yourself
    and clear your mind before writing. I have had difficulty clearing my mind in info –
    http://tinyurl.com/y4ag6n6t, getting my
    ideas out there. I do enjoy writing however it just seems like the
    first 10 to 15 minutes tend to be lost just trying to figure out how to begin. Any recommendations or hints?
    Cheers!

  20. Kian 様より
    2022年05月11日 21:11

    What's up, everything is going nicely here and ofcourse every one is sharing information, that's in fact excellent, keep up writing.

    My website the info (tinyurl.com)

  21. Klaus 様より
    2022年06月03日 04:37

    Useful or info (http://tinyurl.com/yxulh53z).

    Fortunate me I discovered your web site by chance, and I'm stunned why this accident didn't came about in advance!
    I bookmarked it.

  22. Alma 様より
    2022年06月05日 20:22

    If you would like to obtain a good deal from this post then you have to apply such
    techniques to your won blog.

    my page; of info (t.co)

  23. sbo 様より
    2022年06月20日 05:37

    186833 103326I discovered your blog internet site on google and check several of your early posts. Proceed to maintain up the exceptional operate. I just extra up your RSS feed to my MSN News Reader. In search of ahead to studying extra from you in a whilst! 434875

  24. Annetta 様より
    2022年07月07日 20:27

    I've been surfing online greater than 3 hours nowadays, but I never discovered any attention-grabbing article like yours.
    It's beautiful value sufficient for me. Personally, if all website owners and bloggers made good content as you did, the web will probably be a lot more useful than ever before.

    Here is my page … info is [tinyurl.com]

  25. Mollie 様より
    2022年07月11日 17:17

    My family every time say that I am killing my time here
    at net, but I know I am getting experience all the time by reading such good articles or reviews.

    My web blog … info why (http://tinyurl.com/2oh7zxsw)

  26. Raymundo 様より
    2022年07月12日 05:32

    Does your blog have a contact page? I'm having problems locating it but, I'd like to shoot you an e-mail.
    I've got some ideas for your blog you might be interested in hearing.
    Either way, great blog and I look forward to seeing it improve over time.

    Here is my site; info their (tinyurl.com)

  27. Orville 様より
    2022年07月15日 23:07

    Hello, i feel that i saw you visited my site thus i got here to go
    back the prefer?.I'm attempting to find things to enhance my website!I
    assume its adequate to make use of some of your ideas!!

    Feel free to surf to my web page … and info [tinyurl.com]

  28. acesse aqui 様より
    2022年07月16日 06:08

    371308 919710Hello! Excellent stuff, please maintain us posted when you post again something like that! 766742

  29. 2022年07月18日 06:59

    503713 914962Aw, this was a really nice post. In concept I would like to put in writing like this furthermore – taking time and actual effort to make a very good article but what can I say I procrastinate alot and by no indicates appear to get something done. 465147

  30. Chris 様より
    2022年07月23日 15:52

    Hello i am kavin, its my first occasion to commenting anyplace, when i read this piece of writing i thought
    i could also make comment due to this brilliant paragraph.

    Have a look at my web blog :: our info [tinyurl.com]

  31. Kellye 様より
    2022年07月26日 12:39

    Hi there! This article could not be written much better!
    Looking at this post reminds me of my previous roommate!
    He continually kept talking about this. I will send this article to him.

    Fairly certain he's going to have a very good read.
    Thanks for sharing!

    My blog post; on info (tinyurl.com)

  32. Sung 様より
    2022年07月26日 22:54

    I simply could not go away your web site prior to suggesting that
    I extremely loved the standard info when [http://tinyurl.com] an individual provide in your visitors?
    Is going to be again often to check out new posts

  33. 2022年08月01日 05:16

    571700 488882Yay google is my world beater aided me to find this outstanding website! . 138508

  34. Hong 様より
    2022年08月01日 20:22

    My partner and I absolutely love your blog and find nearly all of your post's to be
    just what I'm looking for. Do you offer guest writers to write content
    in your case? I wouldn't mind publishing a post or elaborating
    on most of the subjects you write related
    to here. Again, awesome web site!

    Feel free to visit my blog why info – tinyurl.com –

  35. Reynaldo 様より
    2022年08月04日 02:11

    I am sure this post has touched all the internet viewers,
    its really really good post on building up new webpage.

    Take a look at my homepage … raycon it – tinyurl.com –

  36. 2022年08月04日 22:53

    <strong>a</strong>

    a

  37. Brendan 様より
    2022年08月08日 01:58

    Its like you read my mind! You appear to know so much about this, like you wrote the
    book in it or something. I think that you could do with a few pics to drive
    the message home a bit, but instead of info (http://www.onsports.org) that, this is excellent blog.
    A great read. I'll certainly be back.

  38. Felipa 様より
    2022年08月08日 14:46

    I'm curious to find out what blog system you have been using?
    I'm experiencing some small security problems with my info (tinyurl.com) latest site
    and I'd like to find something more safeguarded.
    Do you have any suggestions?

  39. Fallon 様より
    2022年08月10日 04:43

    Appreciate info the [http://www.bitcoinenespanol.net] recommendation. Let me try it out.

  40. Kenton 様より
    2022年08月10日 23:15

    Pretty section of content. I just stumbled upon your website and in accession capital to assert that I acquire in fact enjoyed account
    your blog posts. Any way I'll be subscribing to your augment and even I achievement you access consistently rapidly.

    Feel free to surf to my blog post :: is info [tinyurl.com]

  41. Russel 様より
    2022年08月12日 06:10

    Have you ever thought about including a little bit more than just your articles?
    I mean, what you say is valuable and everything.
    But imagine if you added some great photos or video clips to give your posts more, "pop"!
    Your content is excellent but with pics and videos, this website could certainly be
    one of the best in its field. Excellent blog!

    my web site: coupon

  42. Deb 様より
    2022年08月13日 20:58

    After looking at a handful of the blog articles on info
    your; http://tinyurl.com/, site,
    I honestly appreciate your way of writing a blog.
    I book-marked it to my bookmark website list and will be checking back soon. Please check out my web site too and let me know what you think.

  43. Marcia 様より
    2022年08月14日 16:13

    Hmm it seems like your blog ate my first comment (it was super long) so I guess I'll just sum it up what I wrote and say, I'm thoroughly enjoying your blog.
    I too am an aspiring blog writer but I'm still new to everything.
    Do you have any points for first-time blog writers?
    I'd genuinely appreciate it.

    Also visit my page; info on (tinyurl.com)

  44. Arnette 様より
    2022年08月15日 10:49

    With havin so much written content do you ever
    run into any problems of plagorism or copyright violation? My blog has a lot of unique
    content I've either authored myself or outsourced but
    it looks like a lot of it is popping it up all over the web without
    my agreement. Do you know any methods to help reduce content from being ripped off?
    I'd definitely appreciate it.

    Also visit my web-site … when info (http://tinyurl.com/2q4exm48)

  45. Tomas 様より
    2022年08月16日 00:56

    It's an awesome paragraph designed for all the web visitors; they will take advantage from it
    I am sure.

    Have a look at my page; info and – tinyurl.com,

  46. Jolie 様より
    2022年08月18日 17:40

    Actually no matter if someone doesn't understand after that its up
    to other people that they will assist, so here it takes place.

    Feel free to surf to my homepage; info with (tinyurl.com)

  47. maxbet 様より
    2022年08月23日 01:30

    403304 500547TeenVogue? Searching for fashion advice, celebrity buzz or beauty trends? Discover it all in Teen Vogue 507097

  48. benelli usa 様より
    2022年09月08日 23:20

    973946 530451thaibaccarat dot com may be the very best internet site to study casino games : like baccarat, poker, blackjack and roulette casino 964974

  49. 2022年09月20日 18:46

    533970 698260A lot of writers recommend just writing and composing no matter how bad and if the story is going to develop, youll suddenly hit the zone and itll develop. 205228

  50. cornhole wrap 様より
    2022年10月01日 16:32

    591155 582192Its difficult to get knowledgeable individuals with this topic, but the truth is could be seen as do you know what youre referring to! Thanks 943173

カテゴリー別で探す お悩みごと別でコンテンツを探す