SlideShare a Scribd company logo
何を書くのか
人が商品を買う理由
「良さそう」
の法則
1
良いものを作っているのに
売れない
売り方がわからない
何を書けば良いのか
どのように伝えれば良いのか
どのように見せれば良いのか
チラシを作っても
効果が感じられない
買う!
いらん!
どうしよう…
多くの
チラシの
間違い
あなたの商品は
安いか? 高いか?
お客様の所得による
価値観による
【⃝⃝】は変えられないけれど
【⃝⃝⃝】は変えることが可能
消費者の
価値観を
変える
販促ツールの役割
効果の上がる
チラシの
5つの要素
デザインの素人の
作るチラシでも
売れるのか?
デザイン マーケティング
普通の人が
作る販促ツール
20点
20点
売れない
マーケティングと
デザインの2本柱で
売れる
綺麗なデザイン
だけでは売れない
それには
コピーとデザインが重要
コミュニケーションの質が重要
コピーは
情報
デザインは
情報を
運ぶ手段
なぜ
良いものを作っても
買っていただけ
ないのか?
人が商品を
買う理由
人が買おうと決める
要因とは?
買って、試していないのに
「良い」かどうかわからない
「良い」から買う
強みとは「価値」のこと
強みとはなにか?
価値観はターゲットによって違うので
人によって強みは違ってくる
他社と比較して購入を決める基準は
顧客が決める
お客様はモノを買うのではなく「価値」を買う
競合よりもより高い価値を提供すること
他社と比較して購入を決める基準は
顧客が決める
自社の強みはお客様に
聞いてみなければわからない!
価値とは
悩みを解決
してくれること
「らしさ」+「ならでは」
強み
個性
差別化

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Step1〈マーケティングの基礎〉