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偉大なコピーライターが残した反応が取れる英語キャッチコピー100選

 2015/09/07 外国語コピーライティング
この記事は約 14 分で読めます。 656 Views

こんにちは、なかじまです。

このベストセラーをご存知でしょうか?

howtowin
この本はデール・カーネギーおじさんが書いた本で、
全世界で1,500万部売れているそうです。

原題は
“How to win friends and influence people”
です。

カナダで友だちのいなかったぼくは書店でこの本を買って帰った記憶があります(笑)

 

このタイトルを考えたのは、
ヴィクターシュワブ(Victor Schwab)というおじさん。

ダイレクトレスポンスマーケティングの世界では
有名なコピーライターです。

 

このおじさんがかつて、何を血迷ったか
新聞に

“THE 100 GREATEST HEADLINES EVER WRITTEN”
というタイトルの広告を出しました。

ヘッドラインのスワイプファイルを公開してくれたのですね。

 

そんなわけで今日は、このヴィクターおじさんが書いた
100の効果的ヘッドラインを
「英語で使える」ようにご紹介したいと思います。

THE 100 GREATEST HEADLINES EVER WRITTEN

1. THE SECRET OF MAKING PEOPLE LIKE YOU

訳:人に好かれる秘密

「秘密」とかいうと、Webの世界ではうさんくささが出てしまうのが
とても残念なこと。

本来「秘密」とか「SECRET」は
5歳のころの憧憬を呼び起こすとても美しい言葉だと思うのに。

なんでも使われすぎるのはよくないですね。

making people like youなので、
「あなたを好きにさせる」というパワーを感じる言葉です。

この辺の表現も英語圏っぽいですね。


このフレームを使って英語でヘッドラインを書くなら、
the secret of making people 〜
the secret of 〜ing
などと応用できるでしょう。

たとえば
the secret of making people rich
とか
the secret of losing 30 pounds in less than 17days
など。

2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR

訳:農家が年3,000ドル損した小さなミス

これは
a little mistake
が注意を引きつける役割ですね。

英語では、このキャッチーな言葉が最初に来て、引きつける役割をしているのに
日本語にすると最後に来てしまうのが残念なところ。

英語コピーと日本語コピーで大きく違うのは語順なので、
日本語で参考にするときは、そのまま真似する(スワイプする)より、
一度落として(ダウンフレームして)使ったほうがカッコイイですね。


フレームを抜き出すなら
a little mistake that cost 〜
a little mistake that 〜
の部分を使えそうです。

たとえば
a little mistake that cost me $500 in a day
とか
a little mistake that made people happy(オクシモロンふう)
とか。

こうやってフレームに落として行けば、
外国語のコピーライティングもけっこういけそうに思えてくるから偉大だ。

 

コピーは100個あるから、残り98個も、気長に、ゆっくり、順々に見ていこう。
(年内に完成予定)

3. ADVICE TO WIVES WHOSE HUSBANDS DON’T SAVE MONEY – BY A WIFE
4. THE CHILD WHO WON THE HEARTS OF ALL
5. ARE YOU EVER TONGUE-TIED AT A PARTY?
6. HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL
7. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
8. THE LAST TWO HOURS ARE THE LONGEST – AND THOSE ARE THE TWO
HOURS YOU SAVE
9. WHO ELSE WANTS A SCREEN STAR FIGURE?
10. DO YOU MAKE THESE MISTAKES IN ENGLISH?
11. WHY SOME FOODS ‘EXPLODE’ IN YOUR STOMACH
12. HANDS THAT LOOK LOVELIER IN 24 HOURS – OR YOUR MONEY BACK
13. YOU CAN LAUGH AT MONEY WORRIES – IF YOU FOLLOW THIS SRAPLE
PLAN
14. WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK
MARKET
15. WHEN DOCTORS “FEEL ROTTEN” THIS IS WHAT THEY DO
16. IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE SIGNED ORIGINAL
ETCHINGS – FOR ONLY $5 EACH
17. FIVE FAMILIAR SKIN TROUBLES – WHICH DO YOU WANT TO
OVERCOME?
18. WHICH OF THESE $2.50 TO $5 BEST SELLERS DO YOU WANT – FOR ONLY
$1 EACH?
19. WHO EVER HEARD OF A WOMAN LOSING WEIGHT – AND ENJOYING 3
DELICIOUS MEALS AT THE SAME TIME?
20. HOW I IMPROVED MY MEMORY IN ONE EVENING?
21. DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY
22. DOCTORS PROVE TWO OUT OF THREE WOMEN CAN HAVE MORE
BEAUTIFUL SKIN IN 14 DAYS
23. RIGHT AND WRONG FARMING METHODS – AND LITTLE POINTERS THAT
WILL INCREASE YOUR PROFITS
24. NEW CAKE-IMPROVER GETS YOU CONPLIMENTS GALORE!
25. IMAGINE ME HOLDING AN AUDIEN … CE SPELLBOUND FOR 30 MINUTES
26. THIS IS MARIE ANTOINETTE – RIDING TO HER DEATH
27. DID YOU EVER SEE A’TELEGRAM FROM YOUR HEART?
28. NOW ANY AUTO REPAIR JOB CAN BE DUCK SOUP FOR YOU
29. NEW SHAMPOO LEAVES YOUR HAIR SMOOTHER – EASIER TO MANAGE
30. IT’S A SHAME FOR YOU NOT TO MAKE GOOD MONEY – WHEN THESE
MEN DO IT SO EASILY
31. YOU NEVER SAW SUCH LETTERS AS HARRY AND I GOT ABOUT OUR
PEARS
32. THOUSANDS NOW PLAY WHO NEVER THOUGH THEY COULD
33. GREAT NEW DISCOVERY KILLS KITCHEN ODORS QUICK! – MAKES
INDOOR AIR “COUNTRY-FRESH”
34. MAKE THIS I -MINUTE TEST – OF AN AMAZING NEW KIND OF SHAVING
CREAM
35. ANNOUNCING … THE NEW EDITION OF THE ENCYCLOPEDIA THAT
MAKES IT FUN TO LEARN THINGS
36. AGAIN SHE ORDERS…”A CHICKEN SALAD PLEASE”
37. FOR THE WOMAN WHO IS OLDER THAN SHE LOOKS
38. WHERE YOU CAN GO IN A GOOD USED CAR
39. CHECK THE KIND OF BODY YOU WANT
40. “YOU KILL THAT STORE”- OR I’LL RUN YOU OUT OF THE STATE!”
41. HERE’S A QUICK WAY TO BREAK UP A COLD
42. THERE’S ANOTHER WOMAN WAITING FOR EVERY MAN – AND SHE’S
TOO SMART TO HAVE “MORNING MOUTH”
43. TIES PEN ‘BURPS’ BEFORE IT DRINKS – BUT NEVER AFTERWARDS
44. IF YOU WERE GIVEN $200,000 TO SPEND – ISN’T THIS THE KIND OF (TYPE
OF PRODUCT), BUT NOT BRAND NAME) YOU WOULD BUILD?
45. “LAST FRIDAY … WAS I SCARED! – MY BOSS ALMOST FIRED ME!”
46. 76 REASONS WHY IT WOULD HAVE PAID YOU TO ANSWER OUR AD A
FEW MONTHS AGO
47. SUPPOSE THIS HAPPENED ON YOUR WEDDING DAY!
48. DON’T LET ATHLETE’S FOOT “LAY YOU UP”
49. ARE THEY BEING PROMOTED RIGHT OVER YOUR HEAD?
50. ARE WE A NATION OF LOW-BROWS?
51. A WONDERFUL TWO YEARS’ TRIP AT FULL PAY – BUT ONLY MEN WITH
IMAGINATION CAN TAKE IT
52. WHAT EVERYBODY OUGHT TO KNOW … ABOUT THIS STOCK AND
BOND BUSINESS
53. MONEY-SAVING BARGAINS FROM AMERICA’S OLDEST DIAMOND
DISCOUNT HOUSE
54. FORMER BARBER EARNS $8,000 IN FOUR MONTHS AS A REAL ESTATE
SPECIALIST
55. FREE BOOK – TELLS YOU TWELVE SECRETS OF BETTER LAWN CARE
56. GREATEST GOLD-MINE OF EASY “THINGS-TO-MAKE” EVER CRAMMED
INTO ONE BIG BOOK
57. HOW I MADE A FORTUNE WITH A”FOOL IDEA”
58. HOW OFTEN DO YOU BEAR YOURSELF SAYING:”‘NO, I HAVEN’T READ
IT: I’VE BEEN MEANING TO!”
59. THOUSANDS HAVE TIES PRICELESS GIFT – BUT NEVER DISCOVER IT!
60. WHOSE FAULT WHEN CHILDREN DISOBEY?
61. HOW A “FOOL STUNT” MADE ME A STAR SALESMAN
62. HAVE YOU THESE SYMPTOMS OF NERVE EXHAUSTION?
63. GUARANTEED TO GO THROUGH ICE, MUD, OR SNOW – OR WE PAY THE
TOW!
64. HAVE YOU A “WORRY” STOCK?
65. HOW ANEW KIND OF CLAY IMPROVED MY COMPLEXION IN 3 0
MINUTES
66.161 NEW WAYS TO A MAN’S HEART – IN THIS FASCINATING BOOK FOR
COOKS
67. PROFITS THAT LIE HIDDEN IN YOUR FARM
68. IS THE LIFE OF A CHILD WORTH $1 TO YOU?
69. EVERYWHERE WOMEN ARE RAVING ABOUT THIS AMAZING NEW
SHAMPOO!
70. DO YOU DO ANY OF THESE TEN EMBARRASSING THINGS?
71. SIX TYPES OF INVESTORS – WHICH GROUP ARE YOU IN?
72. HOW TO TAKE OUT STAINS USE (PRODUCT NAME) AND FOLLOW …
THESE EASY DIRECTIONS
73. TODAY ADD $ 1 0,000 TO YOUR ESTATE – FOR THE PRICE OF A NEW …
HAT
74. DOES YOUR CHILD EVER EMBARRASS YOU?
75. IS YOUR HOME PICTURE-POOR?
76. HOW TO GIVE YOUR CHILDREN EXTRA IRON – THESE 3 DELICIOUS
WAYS
77. TO PEOPLE WHO WANT TO WRITE – BUT CAN’T GET STARTED
78. THIS ALMOST-MAGICAL LAMP LIGHTS HIGHWAY TURNS BEFORE YOU
MAKE THEM
79. THE CRIMES WE COMMIT AGAINST OUR STOMACHS
80. THE MAN WITH THE “GRASSHOPPER MIND”
81 . THEY LAUGHED WHEN I SAT DOWN AT THE PIANO – BUT WHEN I
STARTED TO PLAY!
82. THROW AWAY YOUR OARS!
83. HOW TO DO WONDERS WITH A LITTLE LAND!
84. WHO ELSE WANTS LIGHTER CAKE – IN HALF THE MIXING TIME?
85. LITTLE LEAKS THAT KEEP MEN POOR
86. PIERCED BY 301 NAILS … RETAINS FULL AIR PRESSURE
87. NO MORE BACK-BREAKING GARDEN CHORES FOR ME – YET OURS IS
NOW THE SHOW-PLACE OF THE NEIGHBORHOOD!
88. OFTEN A BRIDESMAID, NEVER A BRIDE
89. HOW MUCH IS “WORKER TENSION” COSTING YOUR COMPANY?
90. TO MEN WHO WANT TO QUIT WORK SOMEDAY
91. HOW TO PLAY YOUR HOUSE TO SUIT YOURSELF
92. BUY NO DESK – UNTIL YOU’VE SEEN THIS SENSATION OF THE BUSINESS
SHOW
93. CALL BACK THESE GREAT MOMENTS AT THE OPERA
94. ‘I LOST MY BULGES … AND SAVED MONEY TOO’
95. WHY (BRAND NAME) BULBS GIVE MORE LIGHT THIS YEAR
96. $80,000 IN PRICES! HELP US FIND THE NAME FOR THESE NEW KITCHENS
97. NOW! OWN FLORIDA LAND THIS EASY WAY … $10 DOWN AND $10 A
MONTH
98. TAKE ANY THREE OF THESE KITCHEN APPLIANCES – FOR ONLY $8,95
(VALUES UP TO $15.45)
99. SAVE TWENTY CENTS ON TWO CANS OF CRANBERRY SAUCE – LIMITED
OFFER
100. ONE PLACE-SETTING FREE FOR EVERY THREE YOU BUY!

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なかじま

語学を学ぶのが好きなセールスコピーライターです。
最近はアシュラ師匠のお手伝いをさせていただいています。

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