Don't worry, wait for me to teach you the universal AIDA copywriting formula, even if you are the workplace white, can also be decent to write a few sentences to take the stage of the copywriting words, according to the market, the big mom is also using.

Do not believe? See below.

There are many other similar texts, many of which are classics, so you can look for them.

But why wouldn't you know this foolproof formula for copywriting that even a market mom knows?

AIDA formula, refers to Louis "AIDA formula", specializing in the treatment of copywriting senseless, advertising ineffective, customers require "write better", the boss requires "faster" and so on. The formula is a good way to get the most out of your work.

1. A: Attention (Attention) 2. I: Interesting (Interest) 3. D: Desire (desire to buy) 4. A: Action (Action)

This is the secret of the AIDA formula, to attract attention, to tap into the interest, and to generate desire,

This is the secret of the AIDA formula, which is to get attention, tap interest, generate desire, and lead to purchase, and to write promotional copy in this way, which has been tried and tested!

After a little bit of organization and extension of the above AIDA formula, you will find:

Next, let's take a look at the system:

Attention/Awareness

The Internet era has triggered an explosion of information, and a huge amount of information has appeared in front of people.

In this case, if you want your ads and content to be seen by consumers, you have to satisfy their "pickiness" and find enough highlights to attract them.

Generally speaking, it takes only three seconds for a user to decide whether they like a piece of content. Relatively speaking, if you can't attract readers' attention in three seconds, then your ads and content will only be reduced to garbage in the ocean of information. If you want to successfully attract readers in three seconds, you can take the following approach:

1. Use of curiosity

Curiosity is human nature, whether it is thousands of years away from the Qin Dynasty, the market crowd to see the crowd watching or today's netizens online to see the video, are the curiosity of the mind.

People are often not too satisfied with the current world of stable life, through the network to see a hand of bricklayers hand flowing brushstrokes will be called "masters in the folk", look at the city's prosperity, Miss set, said "the city set of deep, I want to go back to the countryside".

In fact, it is a very good idea to have a good time.

In fact, these are the curiosity mindset, is hidden in the heart of everyone's stupidity. As a result, it is not easy to find the best way to get the most out of your life. This is the first time I've ever seen a movie with a dog that was not a dog, but a dog that was not a dog.

Content that is not contradictory tends to be swept aside or even scratched out by the "picky" reader. However, as we all know, controversial topics are the most attractive, yesterday there is a microblogging hot topic called "high-speed rail outside the man asked for an apology Ye Xuan", a hit on the hot search. Although there is the shadow of the star effect, but I have to say, the topic itself is very controversial, such a topic to become a hot search, deservedly so.

So, the public's curiosity will make him always on the hunt for strange events, especially controversial content, and advertising copywriting, you may want to try more of this method.



2. Try to communicate in a dialog

The purpose of advertising is to communicate, and in the core of our appeal to the consumer statement, the more to be reflected in this. For example:

He made 2.3 million dollars writing promotional copy and will personally tell you the copywriting secrets, tonight!

In fact, similar to the conversation communication style sentence is characterized by the entire topic to limit the scope, making the message more precise, and the creation of the conversation scene, more likely to make people feel a sense of generation.

And the colloquial expression is to highlight the concise function of the copy.

3. Let the scene speak

Just said that the dialog scene is conducive to the reader to bring in, the place of the scene, is to seriously analyze the user's pain points and then simulate the user's "pain point scene".

For example, the user wants to buy a drill to play the hole, its demand for "a hole" rather than a drill, its pain points for "no tools to play the hole". Our scene setup must be centered around this.

It must be a practical scene setting, and must face the scene of the problems faced by the user, and then give the solution.

For example, at this point: the boss scolded you again will not create a practical scene copy, so you are angry straight shaking. But I'll give you a solution:

Scenario practical = specific scenario (worry or problem scenario) + solution.

Interesting (interest)

A piece of content, if the reader is the so-called "title party" attracted to come in, and found that they are not interested in the content, the light is directly out of the heavy hand raised to report. I'd like to ask: can you afford to do that?

But this is what characterizes today's Internet users, free and unfettered.

The only way we can do this is to continue to improve the "points of interest" that the article can show, at least so that the people who attracted the attention to come in, have an interest in reading on to understand the content.

At the heart of generating reader interest is the importance of finding a good entry point for copy and advertising.

1. Hot spot entry

Dabbing at hot spots is an enduring topic, especially for operators and new media, hot spots represent the tilt of the flow and the content of the explosion or not.

The brand in the industry that is most capable of rubbing hotspots belongs to Durex, and you can learn the ad copy of Durex well.

The way to collect hotspots is also very simple, all the major platforms have their own hotlist, so choose the best and use it.

2. Create suspense, scene cut

"Copywriter's Training Manual" has a very profound sentence: "The purpose of writing copy is to let the reader read my title, and after reading it, to let him read the first sentence, the second sentence, and the third sentence, until he reads the last sentence. "

The entry point of the content is actually to guide the reader to read down, dig the reader's desire and expectation, and in this, creating suspense is nothing but the best way, curiosity will wait for the reader to read all the way down.

Desire

When a user is willing to spend 5 or 10 minutes to stop and look at what you've written, it means that there are value points in the copy that transmit what he wants, and that evoke desire. ......" and "I need ......".

If compared to the function of the copywriter, this step, is to enhance the consumer's trust in the advertiser, for the subsequent purchase to lay the foundation, there are the following methods:

1. Sensory experience

Nowadays, the product is all about the degree of experience, the advertisement copy in fact, is also the same. In particular, some food and automobile advertisements can be regarded as the peak of the sensory experience.

The reason for this extreme sensory experience is that on the one hand, it's a way to endorse your product and show its strengths, and on the other hand, it's a way to create a sensory experience that will tantalize the user's heart and promote their desire to buy.

2. Creating fear claims

A while ago, there was a relatively hot word called "trafficking anxiety", which said that some online courses use the user's "knowledge anxiety" to achieve the purchase.

Although it's not appropriate to "sell anxiety", it's a very common tactic to create fear in ad copy. Because people are naturally competitive, they like to win, and they like to compare. And the harm and panic under the comparison, when they can not bear, they have to resort to the outside world. This gives the advertising copywriter can take advantage of.

The process of users seeking superiority is an opportunity for advertising.

And the template for crafting this fear appeal is: painful scenario + disgusting consequences + solution, just like the facts of the previous scenario.

3. Cognitive contrast

There is a very important concept in psychology - the principle of cognitive contrast. Is the famous American psychologist Robert Theodini in the book "influence" revealed proposed - "human cognitive world, there is such a contrast principle, if two things are very different, in fact, we will feel that the gap between them is greater than imagined. "

This contrast is even more pronounced when compared to advertising copy, where the advantages of a product are set off by a contrasting description of the competitor's product or of the characteristics of a dissimilar product. This is usually done using facts, figures, and experiments, which is the "digital scenario comparison" approach mentioned earlier.

For example, this new 'Rolls-Royce' gets its maximum noise from the electric clock at sixty miles per hour.

4. Scenario description

The so-called scenario, that is, the design of a product use scenarios, so that the user through the scene to recognize the product. When users encounter the product or scene again, they can associate it with each other.

But the scene is just an appearance, what we really want to create is an emotion. Only by integrating emotion into the scene can users perceive your emotion through the scene and decide to buy.

Of course, the scene requires a detailed link with the user, only in the full understanding of the user's premise, it is possible to create a user "perception" of the scene and emotion.

Action

When your copy appeals to the user and delivers the value they want, they're sure to act on their desire. This step requires us to include conversion-led language in our ad copy.

Only ad copy that really converts is good copy, after all, copy is a service to sales, or even a member of sales, a ring.

So the ability to convert is the decisive factor in measuring how good an ad is. To create conversion copy, you can use the following methods:

1. Trust transfer

This point is actually to give their own brand and product endorsement, so that the user to dispel the bottom of the heart of the concerns. Let him believe that under the endorsement of "high status" and "high standards", this product is no problem, buy is to earn.

Commonly used celebrity endorsement, Netflix endorsement, KOL with goods, experimental data disclosure, etc., all belong to this aspect.

2. Price Aim

In fact, just one sentence, let the user feel that your price is lower than others, to be able to buy your products, is to choose the right goods.

Sometimes, the price of your product may not be lower than others, then, you can try to use the unit value of the price comparison, in general, the same quality of your price is low that is your price point of aim; different qualities of your product price is high, but better than the competitor's quality, which is also the price of the aim point.

3 . Give the user a legitimate reason

Often, the user in the sight of a product, may be tempted, but may not buy, because of the price, quality, color and even brand and other aspects of the reasons, and ultimately chose to give up.

In this case, we need to give consumers a legitimate reason to buy, especially in the "enjoyment" goods, this behavior is more obvious.

The approach is very simple, that is, let you tell the user: the product is good value for money, value for money. If he's worried about something, help him solve it, thus giving him a reason to buy.

4. Consumption urgency

This aspect, in fact, is to create a "gap" for consumers to buy fuel, catalyze their purchasing behavior, in general, to create a gap in the limited time, limited to purchase, limited and restricted identity of these aspects. For example, there is a limited time special, a limited time group, a limited time discount, a limited number of members, only 10 pieces left, and so on.

AIDA formula is in fact to seize attention, lead interest, tap desire, promote the purchase of action of these steps, although it seems very simple, but enough to let a workplace white, to write a piece of advertising copy that looks good. If you come to master, is not it easier to get the leadership favor, promotion and salary increase?

It can be said that almost all the copy can be used to break down the formula, and the core advantage of this formula is that its form of creating advertising copy belongs to the promotion, selling ads, can quickly and accurately sell the product to the hands of the consumer, and effectively enhance the ability of the ads to bring goods and the scope of the brand's promotion.

It is from the consumer's heart to create advertising, so that consumers "know" themselves, to convince themselves to buy the product.

And in the process of applying this formula, at different stages, to cope with different purposes, there are different small methods, these small methods can not only be used in advertising copywriting, the expression of their own opinions in the workplace, the work report and even work proposals, can be used to get these small methods, so that your work is twice as effective.