Better 6+1 mode

Good copy, not only stunning, but also make people have the desire to buy. The copy on Apple's website is pretty good, Abas. This article introduces the 6+1 mode emphasizes that copywriting is not only elegant text, but also need to trust throughout.

Often see the front of a bright copy, always heart envy. Everyone is using language to communicate, why people can write so good copy it ... Read this article and perhaps give a little guidance to you who still have headaches for copywriting.

Aida--attention (note), acquires (interest), desire (desire), action (actions)--This is the classic law of copy writing, it is like a bottle of Snake balm, can guide any copywriting writing. But I think it doesn't work.

Not because it's incorrect, or it doesn't work. Instead, the element of trust is missing in AIDA mode. Who are you? Why are you contacting me? Why should I believe you? Context background is an important part of the whole information. Without it, even if the copywriting is outstanding, the user will not take any action. For example, I received a text message to promote the loan, which caught my attention and was interested in the loan, which I wanted to borrow a lot of money recently, but I didn't act at last. Because I don't know where this message came from, who it was.

A better model: 6+1

This pattern is relatively somewhat complicated. But it is very effective because of complexity.

It compensates for the lack of AIDA, but essential factors. 6+1 refers to: 6 steps plus a consistent principle, as long as down-to-earth, will be able to write very good copy.

First step: Describe context background

You must do something before trying to get the attention of the user. Answer the user's heart question: Who are you? Why are you talking to me?

Too many marketers are competing for the attention of single people, so setting up contextual backgrounds can make you stand out from the crowd. Spam is a good case. But the spam background is: You don't know who we are, but we want to sell you something. That's why junk mail is not read and put directly into the trash.

Sending a message is like writing a letter to a user, and if the user starts by using some simple text to know who wrote the letter to him, he will open the letter in a much higher proportion.

The question of the addressee: who is talking to me? This is a recessive question and an answer. For example, you apply for a job and submit your resume and cover letter to the unit where you publish your work. The combination of the environment and the letter format makes it very clear why you should write to them.

Although recruiters already know why you write to them, you may want to give more background to the recruiter as much as possible. You'll start with a letter that mentions where you found the job information, why you want to apply for the job (for example, you want to work in the company, you like the industry, etc.) and if you can make it clear, recruiters will give you priority.

In the above example of the loan message, you can add a link to the text message, and then click on the information about the company.

Better yet, before the information begins, you can use a few short words to account for the contact the sender had with the addressee. For example, when my wireless provider is texting me about some new business, they always start with "Dear Rogers users." It made me very clear to know who was writing to me. This sender is trustworthy because they have contacted me before. So it's a great possibility for me to read this message. Of course, this is the best way to deliver information in any case when there is a certain relationship and contact between the addressee and the sender.

Context can be attributed to the reason that you can immerse users in your messages. If they focus on your blog, the subscription becomes the context in which you send them any e-mail. If the content is found on your site, the person's search for your topic or service information is contextual. If you are publishing an ad in a newspaper or magazine, the subject of the publication is the context.

Step two: Draw attention to

Once you set up a contextual background, you can continue to capture the user's attention.

If you are a writer, you can draw the attention of the user by the title. If you are a designer, they will design a work that attracts your first attention and attracts your eyes. You have to make sure you get their attention.

Step Three: Cause desire

The reality of the marketing market today is that even if users are attracted to their attention, their attention will not last long. The 15 minutes previously said were obsolete and now close to 15 seconds.

You have to take the 15 seconds and let the user have a desire for your product. And to keep that longing going.

This is equivalent to the previous quote for your blog, which is the bait for the reader: you have to capture the reader's interest through the introduction, you have to involve them in their experiences, and the ideas that they don't take into account, which will allow them to continue reading your blog. Then you tell them the details of the story.

Fourth step: Establish the gap

Your success has attracted their attention and created desires. That's when you start convincing them to take action. You now need to tell your users what the consequences would be if they don't use the product or service immediately. We call this link building a gap.

You can go through "If nothing changes?" What does that mean? "Such inquiries lead to a drop, and the answer may arouse strong emotions; After all, you are talking about the impact of their painful status--the prospect that the outlook cannot change is frightening." This case can be a good emphasis on the consequences of inaction.

Fifth Step: Solution

You can't let the reader stay in this state; Once you've set the gap, make a quick transition to your solution. It is important to say that you have a solution, and they need to know to understand it-but not to tell them.

Sixth step: Call on users to take action

Of course, our ultimate goal is to get users to act, which requires you to do two things:

1 when users finish reading, you should let them act quickly. Don't let them hit your phone or visit our website or Twitter.

2 explicitly tell the user to let them take action. Instead of circling around with them, tell them what you want them to do.

These you should be very familiar with and very clear how to do, do not need me to explain too much.

In addition, there is a point that is very important and needs you to run through all the Times.

Prestige: An additional step in the entire pattern

The above points are marketing skills, want to succeed in the end, one thing is very important, indispensable. This is integrity.

If the reader does not believe what you say, even if you do a few steps better, the user has no reason to do what you say. Want users to feel your integrity, you must first understand the user's real situation. If you don't know their situation, how can you help them to improve the status quo?

Then tell them why they can believe what you say: recourse to common sense (what you say should be reasonable) indicates that it has been proven by society (how many people have taken the action you want to take?). Show your professionalism (your education and project experience) and, whenever possible, provide assurance of risk reduction.

This is not the sixth step, because you don't need to do it once. Instead, you have to be in every step, every piece of information throughout, and strive to build your credibility, the user will eventually generate trust to you.

The 6 + 1 model succeeded where the AIDA model failed because it forces you to build your reputation in the eyes of the user. Although it is also possible to pass the AIDA model, the 6 + 1 formula will prompt you to consider the different reactions of the user in digesting your copy. These additional steps will be invaluable to a novice copywriter or a person who is unable to achieve the amount of conversion they think should be achieved.

Small note: This is the Isux (Tencent Social user Experience design) Team Translation works, there are deletions, you can also refer to the original English.