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2014年02月25日 ひとりごと スタッフブログ

昨年の暮れから、憑りつかれたかのように(?)メルマガ(メールマガジン)を読み漁っています。
たしかに、勉強になることは多いです。
一方、一概には言えないものの、購読させていただいている殆どのメルマガの印象を一言で述べるのなら、やっぱり長い!
中には毎回、記事が面白くて読み進めてしまうものもありますが、途中で断念してしまう記事が多いです。
一度、「断念」というルールを自分で作ってしまうと、次からそのメルマガは「断念対象」になり、最初から読み飛ばすようになり、挙句の果てには購読解除になってしまいます。
また、同じパターンが多いですね。
長~い記事の途中で、更に「続きはコチラから」で、いわゆるランディングページや動画にリンクしたりしています。
そして、そっちのページがまた更にうんと長い・・・。
私が読ませていただいているメルマガはマーケティング関連のものが多く、つまり経営コンサルタントなど、ノウハウを売るご商売の方が書いている場合が多いです。
メルマガは無料、更に詳しく知りたい方はノウハウが詰まったお得なDVDを「コチラから」ご購入下さい、というパターンが多いです。
決まりごとのように皆さんがやられています。
前述のランディングページが「物凄く」長いのもお約束のようです。
どのDVDも「売れています」と書かれていますが、ホントかな!?と思ってしまいますね。
というのは、あまりにも最初から最後までITに任せきりのような気がしてしまうワケです。
あくまでも私個人の感覚なのですが、いくら実績があると主張されたところで、大手企業のようなブランドがあるわけでもなく、増して取り扱っている商品も「ノウハウ」という極めて
見えにくく信頼を獲得しにくいものです。
また、結構な金額なんですね。
(安いものは、この前、思わず買ってしまいましたが・・・。)
う~ん。
普通に考えれば、売れているから販売している、ということなのでしょうか・・・!?
で、私がこの場で書きたいことは、それらが売れているかどうか、ということではなく、あまり中小企業・小規模事業者の戦略としては相応しくないかな、ということです。
やはり中小・小規模事業者は社長や店主をはじめ、「人」がブランドです。
顔を見せてナンボではないか、と思う次第です。
くれぐれも、画像や動画をサイトに顔を掲載する、ということではなく、「ホンモノ」「生」という意味です。
もちろん、ITを駆使して集客して、というのは大変効率的で、弊社でも取り入れる準備を進めている真っ最中です。
問題は「そこから」です!
要するに、そこからは1対1(じゃなくても良いですが)の「接近戦」に持って行き、顔を合わせてお話をして、商売を組み立てていくべきではないかな、と思っています。
なので、1~10までバーチャルで説明しようとしなくて良いんです。
長々と、聞かれても無いコトや、求められていないコトを説明しようとしなくて良いんです。
興味を持っていただいて、お会いする機会をいただいて、実際にお会いして、質問をしていただいたらキチンと答える。
自分の商品がどんなに良い物なのかを誠実に、しつこくなく、愛情を持ってお伝えすることが「相手に伝える」ということなのではないか、と思います。
・・・もちろん、私自身が修行中の身ではありますが。

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