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

寝かせる時間、作ってます?

投稿日:

こんにちは。NISHIです。

呉服屋時代もそうですが、
コンサル時代も振り返れば
私の戦闘力を高める血肉に
なっていることは確か。

ちょっと私の経験と、
売れるコンサルを観察していて
ふと思い出したことを今日は
お伝えしますね。


当時、某F総研では、
いや、今でもそうでしょうけど、
まるでスパムメールのように
セミナーDMが経営者の元に
毎日届くという社会現象が
問題…でなく起こっておりました。

それだけ、
年間にするとどれだけの数に
なるでしょうね…。忘れました。
が、相当な数だったのは間違いない。

当然、それだけの数になると、
アタリセミナーばっかりではなく、
ハズレセミナーも多い。
むしろ後者の方が多いわけです。
圧倒的に。

まぁDM外しても
サラリーマンですから
自腹を切るわけではありません。

とはいえ、
予算も経費も世間の冷たい目と
場合によっては叱責もありますから、
外しまくるわけにもいきません。

そこで事前に相談に行くわけです。
パトロンでもメンターでもなく、
上司や先輩に、ですね。

ある上司とのやりとりで
印象的だったのは、
私がDMの試作品を持っていき、
相談した時のことでした。

「あの、これって
 意図は○○で送付数は○○、
 レス率は○%想定で、
 集客は○○人の想定です。

 この客層ですから
 このフレーズが刺さるとは
 思ったんですけど、
 いかが思われますか?」

みたいな相談を
ちょっとビビりながら勇気を出して
やってみたわけですよ。

もちろん、
時間のない人に対して
相談するわけですから、
2案、3案は用意しています。

で、相談した時にその人から
返ってきた第一声はコレ。

「次」

これです。

「おぉ…
 いいのか悪いのか、
 それすらわからんな…」

と、思い、
用意していた2案を出します。

「次」

「むむむ。。。
 反応もわからないし、
 あと1案しかないぞ…」

と、思い、
最後の手札を切ります。

「次。もうないの?
 そもそも
 案が少なすぎるんちゃう?
 それじゃセミナーも当たらんで。」

はい、ありません。
はい、確かにその通りです。


社内には多くのコンサルがいます。
セミナーを毎回当てる人もいれば、
毎回外す人もいる。

その違いを観察してみると、
また、先ほどのように相談した結果、
体験として骨身に染みた要素を
統合していくと、
毎回当てる人には2つの共通点が
あることがわかりました。

1つは先ほどのように、
「まず、数を出す」ということ。

主にはコピーの数ですが、
価格やバックエンドの企画、
そもそものセミナーのアイデア…
など、数を絞り出す。

特にタイトルやコピーに関しては
100案はひねり出してみる。
もう出ないというところまで
やってみる。これが必要です。

もう1つは
【寝かせる】ということ。
—————

これも当たり前っちゃ当たり前ですが、
いつも外す人をよーく観察していると、
いつものパターンでさっさと
DMレイアウトを書き、
その場で印刷業者さんを呼んでしまう。
で、発注している。

速いことは悪い事ではありませんが、
とても毎回外している原因を分析して
いるようには思えません。

それに、その速さがあるんだったら、
もう少し早く取り組んで、
そこで生まれた時間的バッファを使い、
寝かしてみればいいのです。

寝かすことで熟すことが多々ある。
コピーが洗練される、
よりお客に刺さりやすくなるなど、
一定の時間を使うことで、
レス率が高まる要素が生まれます。

数を出す。
寝かせる。

基本ですが、これは必須かと。
あ、もちろん
DMだけじゃなくって、
広告全般に言えますけどね。

では。

NISHI

-日記

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