経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

賞味期限切れした権威、まだ使ってる?

投稿日:

こんにちは。NISHIです。

コンサルの現場に出ると、
その場でPOPなど、
販促物をつくることがあります。

「コピーライティング」

となると、
もちろん私の領域ですから、
何てことないのですが、
何もベースのない人が
書こうとすると、
やっぱり難しいですよね。

なので普段から
「型」を覚える、
「事例」をストックするのは
「いざ」という時のために必要で、
サルからコンサルに変えてくれます。
昨日はそんな話をしましたよね。


さて、POPなどのコピーでも
古くから使われている「型」に

「権威を借りる」

という方法ってありますよね。

○○で金賞を受賞!
○○ランキング1位!
○○さん推薦!

などなど、
ネームバリューや
権威を借りることで、
商品に付加価値を高め、
購買動機を高めようという、
「極めて古典的な方法」です。

今お伝えしたように、
セールステクニックとしては
極めて古典的な方法ですから、
当然、セオリーとして
語られることが多いわけです。

実はここが分岐点。
セオリーといえでも盲目的、
思考停止になってはいけない。

つまり、

その権威は賞味期限切れでないか?
——————————————

を問いかける必要があります。
「○○を受賞しました!」といっても、
それはすでに風景化しているかもしれない。

むしろマイナスの印象を
与えているかもしれない。

たとえば、最近のこんな疑惑

http://grass-ex.jp/Lo30/1801

相当どーでもいい話題ですが、
今時こんなモノ買収するほどの
価値があるんでしょうかね…。

こんな風に、
たとえどれだけ売り手が
「○○はセールスにつながる権威」
と思っていても、
お客さんはそう思っていないことも多い。

むしろ、ウソだと思っている。
「またか」と、興ざめしている。
いや、気にもとめないことも多い。

これじゃ権威もただの
おかざりにすぎないわけです。


先日もクラフトビール業界の著名な面々に
海外の業界事情を聞きましたが、

店頭の販促用POPでも、

「○○で金賞を受賞!」よりも、
「あるサイトでの高評価」を
POPに書いた方が圧倒的に売れるようです。

それだけ、
顧客が情報として信用するモノは
時代とともに変わってきていて、
昨日は権威があったものが、
今日は賞味期限切れのことは多々あるし、
より起こりうるといえます。

「その権威は賞味期限切れか?」

という疑問は常に持っておかないと、
コンサル現場では足元をすくわれます。

では。

NISHI↓

追伸

さきほどの「あるサイト」とは、
こちらのサイトです。

http://grass-ex.jp/Lo30/2801

日本のお店も一部のお店については
しっかりレビューしているようで
外国人観光客の集客に役立っているとか。
ご参考まで~。

-日記

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