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!

 

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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。

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