theme BDF copywriting formula

? [fragment source]: A Complete Manual of Copywriting Creation

R: Original fragment

? Make good use of "BFD Copywriting Formula"

To impress the sales target at the same time at three levels: rationality, sensibility and individual, you have to understand what copywriter Michael masterson calls the "core complex" of consumers, that is, the emotions, attitudes and desires that drive them to buy. These core complexes can be represented by BFD formula, namely, Beliefs, Feelings and Desires.

1. Faith

What do your audience believe? What's their attitude towards the product? What do they think of the product's ability to solve problems?

2. Feel

How do they feel? Are they confident? Still nervous and scared? How do they feel about life, business dealings, or important issues in the industry?

3. Desire

What do they want? What are their goals? What changes do they want to see in their lives that your product can help achieve?

For example, there is a company that holds communication seminars for IT personnel to learn interpersonal skills. They hired a marketing company to hold a group meeting, and the information technology personnel did the BFD formula exercise, and the results were as follows:

? 1. Belief

Information technology personnel think they are smarter than others, technology is the most important thing in the world, users are stupid, and management does not appreciate them enough.

2. Feeling

IT personnel are usually opposed to management or users, although both are their clients. They feel that the other party doesn't like them, looks down on them and doesn't understand what they are doing.

? 3. Desire

Information technology personnel want to be appreciated and recognized. They also prefer to deal with computers and try to avoid dealing with people, and they hope to have more budgets.

Based on the above analysis, especially the feelings of IT personnel, this company wrote a direct marketing letter, which later became the most successful marketing of the lecture "Interpersonal Skills for IT Personnel". This letter has a rather unusual title: "Do you want the end users to die? The following is important news for information technology personnel. "

before you write a copy, you might as well describe your target market with BFD formula. You can also share these descriptions with the work team and get to know them. The next step is to write a copy based on these * * * knowledge.

I

? What

This paper introduces a copywriting formula-BFD copywriting formula, which can impress the sales target at three levels: rationality, sensibility and individual, and drive consumers to believe, support and desire the consumption of products, so as to achieve the understanding of sales and purchase.

? Why

The purpose of sales copy is to let consumers buy and sell through the content of the copy. If you want to drive consumers to buy, you must understand what the target customers believe, what their attitude towards the products is, what they want, what the products can help them achieve, etc. BFD formula can not only describe the target market, but also communicate and share with the work team, so as to gain * * * knowledge, and achieve multiple goals.

? How:

First, understand faith. Understand the needs, beliefs and attitudes of customer groups

Second, experience the feelings. Understand the customer's feelings and speculate on important issues

Third, discover the demand. Explore products that can meet customers' needs,

? Where

copywriting publicity and product sales.

when promoting products, accurately understand customer needs, and at the same time be able to interact with the team in real time, so as to achieve sales targets.

A1

Two weeks ago, a friend asked me online if I could help his company solve the employment problem of a large number of interns. Although I am in charge of school-enterprise cooperation, I should consider the industry and needs of the enterprise, which will be more convenient to implement in my college and help students find internship jobs.

Based on the above information, analyze it with BFD copywriting formula. The new friend's company's industry is big health, the demand is more than 51 people, the number is huge, the employment is urgent, and we also realize the urgency of the demand. It just happens that there are a group of students who have not found employment internships in the college, and the students also have needs, which can just achieve docking and solve the problem that no one in the enterprise and students can't find internship positions.

A2

goal: to help a small number of students find employment internships and enterprises find suitable talents.

action:

1? Send messages to friends immediately to learn about the industry information and needs

2? Understand the urgency of the demand according to the information

3? Dock the students, sign the agreement, and make publicity copy to the student group

? Reward and punishment: realize docking and reward yourself with a pair of headphones; If it is not realized, it will be punished to make a contribution article.

Twelve Comments

I won't repeat what I have repeatedly praised before.

Highlights: How didn't directly drop nouns, but turned them into executable actions. This is great ~

What can be improved:

Scholars all expressed their love for suggestions, so please put forward a few more points ~

1. How can be more expanded. Look at the original text, which is a good template. It lists many detailed questions that can be asked. It also gives an example to demonstrate. Does it help you understand better? Can you integrate it with your own understanding? Do you think it is very difficult? The difficulty is the process of pulling your mind.

2. Where can you think about where it is suitable besides the very clear scene given in the original text? Or is it not suitable for what kind of place? This is very difficult. Similarly, the knife is getting sharper and sharper. You can refer to other selected assignments to find out the feeling.

3. A very big problem (but easy to correct): A1 should point to the past. It's what you really did, not what you can or will do after you learn to split pages.

Personally, I feel that when you say "analyze with BFD copywriting formula", you are analyzing with BFD now, instead of looking back at that time. You really solved the problem in a way similar to BFD, and then look back against How to find out and reflect on what you did well. ?

PS, this A1 parsing process can actually be put in I, which is a good example.

4. Are the goals of A2 compared with the SMART rule? Do you have a deadline to achieve this goal? Can we directly measure whether this goal has been achieved or not? Try using the formula I posted in the group to find out what it feels like. It's not necessarily the same, you can have a try.

5. Action of A2: Action should correspond to How as much as possible, or include (not limited to) the method of How. You can use the BFD method in a certain step (here is the first step), for example, I plan to write it in BFD method, and you can make a draft, which will promote your deeper understanding of BFD.

what

This clip is a kind of writing skill of sales copywriting, called BDF copywriting formula. Using this copywriting skill, our products and services can really touch the hearts of consumers.

why

What are the advantages of this method?

as we all know, no matter what you do at present, you can't avoid "selling". Before selling products, we must stand from the consumer's point of view, list customer portraits according to needs, and make more targeted sales copywriting, especially using BDF copywriting formula to find products that can solve consumers' needs through "beliefs, feelings and desires", so as to get consumers' approval.

Disadvantages of not using this method

If you sell it just for sales, you may run into a wall or be rejected

how

The following three aspects are needed.

1? Belief: Understand each other's attitude towards the problem, their desire to solve the problem, and their recognition of our ability

2? Feelings: the other person's feelings about this problem, and the influence this feeling brings to the other person, whether it is positive or negative, and the degree of influence this feeling has on the other person

3? Desire: does the other party want to change the impact of this problem, and do we have the ability to help the other party achieve the expectation of change

where

Under what circumstances can this method be used?

1? Product sharing meeting

2? Salon

3? Under the policy of

A1 activation experience

(event) double reduction, how do parents plan their children's study well?

(Understand belief) What help parents can get through activities or institutions, and what promotion their children can get

(Dig feelings) What are these help and promotion, and what are their feelings about home at present, anxiety or self-confidence

(Stimulate desire) Understand the influence of these feelings on parents, and what parents want to change

A2 Use BDF formula

Parents: Double reduction policy.

me: how does your baby study at home? Do you believe in efficient learning methods? What is your choice of institutions? (Example: Before, we had a student who spent million yuan before and didn't get promoted. Finally, the way to learn by punching in with us has been improved by 26 points. )

Action: communicate with parents or pay a return visit in this way this month, and record the feedback information of parents, and take the initiative to contact with the communication records of 3-5 parents every week

Reward and punishment: buy yourself a set of treasure hunt

Twelve comments

Special highlight:

How to get the steps, huh? And also explained How.

In A2' s action, we saw the implementation of specific methods, which is great.

There are still places to improve:

1. It is also the place of How, because we have to teach others How to do it, and to do it well is to turn how into action.

There are two methods. The first is to turn each step into a verb-object phrase (or a short sentence with action), which can refer to Zhiru and other selected assignments.

the second method is to include actions in the introduction of how: you can analyze and understand each other in the following three aspects

2. A1 To tell a specific thing that happened to you in the past, you can think about it. Is there a thing that happened in the scene of where and related to BDF that you didn't use this method or used the opposite method? Think about when, where, between you and who, the cause, the process and the result. Then, compared with the I post-it, what reflections did I give you?

3. A2. Set a goal (clear, measurable, time-limited and related to page opening). All actions revolve around this goal, and the implementation of all actions can pull in the distance between reality and goal. Try to add a goal ~? You can try it with the A2 target template shared in the group ~?

The first day's homework was excellent, especially I, accuracy and How understanding were greatly improved.

Look at A against the feedback, and then look at other selected assignments, and slowly find the feeling ~?

Come on, keep calling for you!

What: What is the BFD copywriting formula

The writer Michael masterson's DFD copywriting formula refers to the "core complex" of consumers, namely, Beliefs, Feelings and Desires. That is to say, we should stand on the side of consumers and fully understand them and their views? Listen to their feelings about problems or conflicts, and what problems they want to solve most.

Why: Why use BFD copywriting formula

There are two things that are very difficult to face consumers. One is to sell the products to others and put the money in others' pockets into their own pockets. The other is to let others identify with their own ideas, that is, to put their own ideas into others' heads. The DFD copywriting formula can help us solve these two problems, understand customers from the customer's point of view or the user's point of view, and further analyze customers' beliefs, feelings and desires, so as to truly grasp customers' needs and impress sales targets.

How: how to use BFD

1 and belief

to understand consumers' views, and further understand their attitude towards products and their ability to expect products to solve problems

2. Feeling

worried about whether products can solve their most concerned problems, long-term after-sales service or no follow-up treatment

3. Desiring

that products can be solved.

Where: applicable scenario

The branch hopes that the headquarters training center will hold a course on the management of problem employees specifically for the middle and primary levels, so that they can learn the skills of communication and disciplinary treatment with problem employees. Very suitable for BFD copywriting formula.

A1: Reviewing the experience

In 2121, the branch hoped that our headquarters training center would hold a course on dealing with problem employees for team leaders. After receiving this task, we hired a teacher, briefly introduced the company background and the requirements of company leaders to the external teacher, and began to implement this training.

process: the teacher spoke very well, the atmosphere at the scene was very active, and the students thought it was fun and everything was harmonious.

Results: After the training, we conducted follow-up and investigation, and found that many problems still existed. After the study, people seldom used them, and they all felt that these methods and tools were not suitable.

A2' s future practice

When organizing company training courses in the future, we can adopt BDF copywriting formula.

Step 1: Belief B: Understand the employees' opinions: what do they think when facing the problem employees, and how to deal with them at that time.

Step 2 Feeling F: What was the most intense conflict and the most successful thing when facing the problem employees?

Step 3 Desire D: What is the most desired problem to be solved? What support and resources do you want most?

Reward:

Follow the above steps to achieve the goal. If the effect is good, reward yourself with a day off. If it is not achieved, it is necessary to reflect on whether the methods and steps are properly used.

Twelve comments:

I note:

Yunfei made a very popular interpretation in his own language, which is still very good!

where you can find a specific scope of application in your work. Can you expand a category, such as applying it to a certain situation, so that learners can easily find their own scope of application?

A note:

A1 note is a specific event, a complete story, and it is personal.