こんにちは！
B&Hライター養成講座 講師の中道麻智子です。
事例検討会はB&Hライター養成講座のコンテンツの一つで、週に1回ZOOMで集まり講座で学ぶ上での疑問点や、実際の案件で制作した制作物の添削・ブラッシュアップなどを行っています。
今回の記事では、第349回事例検討会で出た「広告制作における商品サービスの強みの見つけ方」と「ライターとして成果を出すための目標設定」についてご紹介します。
第349回事例検討会の相談内容
- クライアントさんの要望や商品の強みを引き出すヒアリングのコツ
- サプリメントの強みの見つけ方
- ランディングページ作成時の効果的なCTA設置位置
- 成果につなげる目標設定法
第349回事例検討会の参加した受講生さんの声
看護師ライター 高松陽子さん
０～１０点で表すとして、今日の事例検討会を同じような悩みを持つ「友人や知人に勧める可能性」はどのぐらいありますか？
10点
事例検討会に参加すると、シゴトの疑似体験ができて発言の練習ができるからです。
事例検討会に参加する前にどのようなことで悩んでいましたか？
目標設定が上手くできていないことに悩んでいました。
本日の事例検討会に参加して解決できたこと、（もしくは出来そうなこと）はありますか？
・ポジショニングで需要があるかどうかの見極めをする
・競合調査は間接競合も
・普段の生活でポジショニングを（珈琲店が増えているので○○コーヒーのポジショニングをしてみる）
・追従ボタンはヒアリング時点で確認しておく
・目標設定！！私もどんぶり勘定でした。
・8月は応募・DMの月にする（1件LP制作がペンディングになったはチャンス）
目標設定の悩みも解決できました！
セールスライター T・Kさん
０～１０点で表すとして、今日の事例検討会を同じような悩みを持つ「友人や知人に勧める可能性」はどのぐらいありますか？
10点
みなさんのヒヤリングシートの使い方が参考になりました。
ヒヤリング前の事前準備の大切さが分かりました。
ターゲットがどんなワードで検索するか、ポジショニングを必要とする母数を考えるなど意識しなければいけないポイントを再認識しました。 そもそも飲む日焼け止めとしてどう表現できるかを考えたいと思います。 私も目標を下方修正していたので、どうしてそうなったのか考え、締め切りと具体的な行動を考えます！
事例検討会に参加する前にどのようなことで悩んでいましたか？
どうしたら仕事がいい獲得できるだろうか、悩んでいました。
本日の事例検討会に参加して解決できたこと、（もしくは出来そうなこと）はありますか？
30件応募を考えていましたが、未経験だと1件受注につながるかどうかだと分かったので、落ち込まずに100件応募を目指す！と気合が入りました!
案件応募できる状態に整えて、案件チェックを行っていきます！
事例検討会では、単に答えを教えるのではなくまずは受講生さん同士で「より読み手に響く表現にするにはどのように改善したらよいか？」「自分だったらどのような構成にするか」などを話し合ってもらっています。
自ら答えを導けるようになる。
これがB&Hライター養成講座の理念でもある「稼ぎ続けられる事業主になる」ために重要だからです。
事例検討会に参加していたことで分かりやすい話し方ができるようになることで、最近では「○○さんに依頼をしたい」と指名で依頼を頂ける受講生さんがさらに増えています。
反応率が上がる商品の強みの見つけ方～セールスライティングで差を生み出す視点～
セールスライティングで作成した広告制作物の反応率を上げるために重要なこと。
それは、「その商品サービスならではの強みを見つける」ことです。
なぜ「強み」が必要なのか
商品に強みがなければ、すでに有名なブランドや低価格の商品に埋もれてしまいます。広告で一瞬注目されても「結局どの商品でも同じ」と思われれば、読者は買ってくれません。
セールスライティングでは「なぜその商品でなければならないのか」を示すことが最も大切なポイントになります。
強みを見つけるための3つの視点
1. 価格
同じカテゴリの商品でも「手に取りやすい価格なのに高品質」や「高価格だが専門的で信頼できる」など、価格そのものが強みに変わります。
→ 例：「ドラッグストアより安いのに、専門家監修」「クリニック専売品レベルを家庭用に」
2. 成分・機能
入っている成分や技術的な仕組みは、他社との違いをわかりやすく伝えられるポイントです。
→ 例：「ビタミンC誘導体を高濃度で配合」「独自技術で吸収率が◯倍」
3. 想い・背景
原料へのこだわりや、開発者の想い、生産者との関係性も強力な差別化要素です。
→ 例：「国産農家と共同開発」「開発者が自分の家族のために作った商品」
ライターとして大事なのは「その商品ならでは」を見つけ切ること
価格・成分・想い、これらの切り口はあくまで探すための入り口です。
本当に大切なのは、他の商品では言えない「その商品ならではの強み」をライターとして掘り出すこと。
もし強みが曖昧なまま文章を書けば、読者には「どれでもいい」と思われてしまい、反応は取れません。
逆に、商品の特徴を深掘りし、競合にはないポイントを言葉にできれば「この商品だから買いたい！」という強い理由を作ることができます。
B&Hライター養成講座では、この強みを見つけるための「強み発見シート」を用意しており、受講生さんには関わる商品サービスの強みを必ずピックアップしてもらうように徹底しています。
ライターとして成果を出すための目標設定～逆算思考で“なんとなく”から抜け出す～
ライターとして活動していると、「とにかくたくさん書けば収入が上がる」と思いがちです。
ですが、どんぶり勘定のままでは努力が空回りしてしまい、成果につながりません。
成果を出すためには「逆算思考」で具体的な数字に落とし込み、必要な行動量を把握し、改善し続けることが大切です。
今回事例検討会で目標設定の相談を出した受講生さんも、「なんとなく」で目標設定をしていたことが原因で、成果を出し切れていませんでした。
1. 逆算思考が大事
「月30万円稼ぎたい」と思ったら、そこから逆算します。
例：1文字1円 × 3,000文字の記事なら 3,000円。 → 月30万円には100本必要。
→ もし現実的でなければ、単価を上げる方法を探す必要があります。
このようにゴールから逆算することで、日々の行動に具体性が出ます。
2. どんぶり勘定では目標達成は難しい
「とりあえず案件に応募してみる」「気合で頑張る」では数字が伴わず、疲弊して終わります。
どんぶり勘定をやめ、1案件ごとの単価・納期・作業時間をしっかり把握することで、収益性を見極められるようになります。
3. 必要な量を出すこと
収入目標に届くには「必要な執筆量」「応募数」を見える化することが欠かせません。
例：
月10万円 → 1文字5円 × 3,000文字 × 月7本
月30万円 → 単価を上げて「1件5万円の広告制作× 月6件」にシフト
必要量を数字で出すと、自分が「量をこなすべきか」「単価アップすべきか」が明確になります。
目標設定の実例：ランディングページ制作案件
案件単価：1本 15万円
目標：月収30万円
必要量：LPを月2本受注で達成
逆算：
月に5～10件の提案（応募 or 営業）
成約率を2割と仮定 → 2本獲得できる
- 提案を5～10件するために、月に50件応募
改善ポイント：提案文の質を高め、クライアントの課題に直結する実績を示す
4. 改善をしていくこと
始めから完璧に逆算できなくても大丈夫。
大切なのは「毎月の振り返り」です。
先月は何件応募して、何件獲得できたか？
作業時間は適正だったか？
単価交渉できるタイミングはあったか？
この改善を繰り返すことで、効率よく成果に近づいていきます。
事例検討会の中で目標設定のロープレを行い、受講生さんは「目標設定が甘かった」と気づき即改善しました。
その結果、1週間で10万円以上の案件を獲得！
やはり、成果を出すには目標設定が重要です。
ただ書くだけでなく、成果の出せるセールスライターへ
商品の強みは、価格・成分・想いなど、さまざまな角度から見つけられます。
大切なのは「なぜこの商品でなければならないのか」を、読者が一瞬で理解できる形に翻訳すること。
この差別化ポイントを打ち出せるだけで、広告やブログ記事の反応率は大きく変わります。
一方で、ライター自身 成果を出したいならどんぶり勘定ではなく逆算思考で目標を立てること が欠かせません。
ゴールから必要な量を割り出す
行動を数字で管理する
改善を繰り返す
このサイクルを回すことで、案件の獲得数や収入が安定し、より高単価案件にも挑戦できるようになります。
ぜひ実践してみてください。
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