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

コンサルへの近道は●●づくりから。

投稿日:

こんにちは。NISHIです。

「スワイプファイル」って
ご存知ですか?

ストックした
セールスコピーやレター等の
いわば「事例集的なもの」で、
これがあれば
コピーやレターを書く際にも
重宝するということですね。

「100%丸パクリ」は
個人的には美学に反しますので
そんなことはしません。が、

【着想の着火剤】には適しています。

気を付けないと
「劣化版の量産」になりますが、
ゼロベースで創作していくよりも
効率的に効果的なものが生み出せます。

ですから、
このようなスワイプファイル、
事例集的なものは、
持っておくと非常に効果的なのです。

このスワイプファイル、
主にセールスレター等の場面で
使われる用語だと思いますが、
これ、「コンサルの基礎」にも
明確に直結してきます。

つまり、
業種特化型であれ、
テーマ特化型であれ、
何かのコンサルになろうと思った時、

【要】になってくるのが
このスワイプファイルであり、
事例集になるのです。


前職のコンサルに聞いた話ですが、
彼が入社当時、
配属初日に最初に上司にから
託された仕事が、

「今日一日、街に出て
 気になった看板を全部、
 写真に撮ってきなさい」

というものだったそうです。

心斎橋、
難波、
梅田…

大阪の中心地を一日中駆け回った彼が
撮影した写真は百枚を超えていたそう。

その中の数枚を見て、
当時の上司がこういったそうです。

「人が多めの方が目を引くよね」

あまりにも単純な事実、
あまりにも単純な一言です。

そう。
人が出ていない看板よりも
人が出ている看板の方が、

人が1人の看板よりも、
人が複数人出ている看板の方が、
単純に目を引くとのことでした。

その結果、どうなったか?

見事、その上司の
クライアントの新店舗の看板に
その構造が採用されたのです。

また、
オープニングの販促もうまく
すべりだし、
業績も順調だったようです。


確かに、
「看板にその構造を採用した」
ことと、
「オープンから業績が順調」
ということは、
直接の因果関係は
割と弱いかもしれません。

しかし、少なくとも、
人気(ひとけ)のない看板よりも
人気(ひとけ)のある看板の方が
目を引くことは確かだし、

人目(ひとめ)を引かないよりも
人目を(ひとめ)を引いた方が
客数アップにはつながることは
確かでしょう。
与える印象が好印象ならなおのこと。

いかがでしょう?
ここまで、
結果を出すのにかかった日数は

たった1日。
—————

やったことは至極簡単。
写真を思いっきり撮ったことだけ。

それでも専門的提案はできるし、
結果を出すこともできるのです。

そう考えると、
一点集中によるスワイプファイル、
事例的なものを集めることは、
コンサルへの簡単な近道と言って
過言ではないでしょう。

では。

NISHI

-日記

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