This is not because it is incorrect or infeasible. It's just that if you can successfully get the user's attention, seize the interest, arouse the desire and urge him to take action, then you don't need to use any rules at all, and the copywriting has been very successful.
If you don't do the above, I'm sorry, AIDA rule is ineffective, because its method doesn't elaborate on how to make users pay attention, seize their interest, arouse their desire to buy, and finally successfully make users take action. Practice is the only criterion for testing truth. Let's look at a failed example, which completely conforms to Aida's law, but ultimately failed to make me take the purchase action.
A text message from a loan shark?
Recently, I received a short message from a strange number, the content is: no mortgage, zero risk, loan as soon as possible 1 day, apply online for 30 seconds, and help you save your life with dignity! Reply y to learn more, and reply n to indicate that you are not interested.
Whether it's y or n, I won't reply. I tried to express my anger and disgust by calling this mobile phone number. I didn't expect this number to be answered, and it will be automatically transferred to voice mail after being connected.
I really can't compliment this marketing method.
Let's see how he applied Aida's law to this copy.
Attention (let users pay attention)
This short message successfully caught my attention. After all, texting is bound to attract attention.
Interest (earned interest)
Next, I am very interested. I can get a sum of money in a few days, which can completely arouse my interest. In this step, AIDA rules are also used well.
Arouse desire
This step is also very good. If I am short of funds now, of course I need a loan.
action
The last step failed. I didn't take any action.
What is the reason why AIDA mode is not feasible?
In this short message, several important elements are missing: Who are you? Why did you contact me? Why should I believe you? Context is an important part of the whole information. Without it, even if the copy is excellent, the user will not take any action.
The biggest problem with Aida is that it thinks that action will generate interest, then desire and finally take action. But the most important thing is missing: the background. AIDA has no motivation to finally make users really act.
A better model: 6+ 1
This model is more complicated. But because of its complexity, it is very effective.
It makes up for Aida's shortcomings, but it is essential. 6+ 1 means: six steps and a principle that runs through. As long as you are down to earth, you will be able to write a very good copy.
Step 1: Describe the background.
You must do one thing before trying to get the user's attention. Answer the question in the user's mind: Who are you? Why are you talking to me?
Take spam as an example, but the background of spam is: you don't know who we are, but we want to sell you something. That's why no one reads spam and puts it directly in the trash can.
Sending e-mail is actually like writing a letter to a user. If the user can know who wrote the letter to him from the beginning through some simple words, the proportion of him opening the letter will be much higher.
Recipient's question: Who is talking to me? This is a hidden question and answer. For example, if you apply for a job, submit your resume and cover letter to the company that posted the job. Combined with the environment and letter format, it is very clear why you want to write to them.
Although the recruiter already knows why you wrote to them, you still want to tell the recruiter as much background as possible. At the beginning of the letter, you will mention where you found this job information and why you want to apply for this job (for example, you really want to work in this company, you like this industry, and so on). If you can explain these clearly, the recruiter will definitely give you priority.
In the example of short message above, you can add a link and click it to learn more about the company. Or automatically reply to a text message, which is much better than the computer telling me that my voice mail is full.
Even better, before the information begins, you can use some short sentences to explain the previous contact between the sender and the receiver. For example, when my wireless provider sends me short messages introducing some new services, they always start with "Dear Rogers users". This let me know exactly who is writing to me. This sender is trustworthy because they have contacted me before. So I might read this message. Of course, in any case, when there is a certain relationship and connection between the receiver and the sender, this is the best way to transmit information.
Context can be attributed to the reason why you can immerse users in your information. If they follow your blog, subscription will be the content of any email you send them. If the content is found on your website, then this person's search for your topic or service information is the context. If you advertise in newspapers and magazines, the theme of the publication is context.
Step 2: Get attention
Once you have established a context, you can continue to capture the user's attention.
If you are a writer, you can attract users' attention through the title. If they are designers, they will definitely design works that will attract your attention at first sight and attract your attention.
There are already many ways to tell you how to attract users' attention, so I won't focus on these details in my article. You must make sure that you can get their attention.
Step 3: Arouse desire
The reality of the current marketing market is that even if it can attract users' attention, their attention will not last long. The previous fifteen minutes are out of date, and now it is close to fifteen seconds.
You must seize those fifteen seconds to make users want your product. And keep this desire going.
This is equivalent to the previous introduction when you write a blog. It is bait for readers: you must capture readers' interest through introductions, and you must involve them in their experiences. They have ideas that they have not considered, which will enable them to continue reading your blog. Then you can tell them the details of the story.
Step 4: Establish the gap.
Your success has attracted their attention and aroused their desire. It's time you started persuading them to take action. Now you need to tell your users what will happen if you don't use this product or service immediately. We call this connection gap-building.
You can pass "If nothing changes? What will that mean? " This kind of inquiry leads to a gap, and the answer may arouse strong emotions; After all, are you talking about their painful situation? The influence of- It is terrible that the prospect cannot be changed. This case can well emphasize the consequences of inaction.
solution
You can't keep readers in this state; Once you identify the gap, quickly transition to your solution. It is important to say that you have a solution and do everything they need to know to understand it? -? But don't tell them. Any extra details are luck or disagree with you, which requires the basis of understanding how to solve the strict needs in the work.
Of course, all conventional best practices are emotional and rational interests, not functions, and solving your ideal customers still applies. There is no need to repeat that they are here.
Step 6: Call on users to take action.
Of course, our ultimate goal is to get users to take action, which requires you to do two things:
1 When users have finished reading it, you should make them take action quickly. Don't let them call your cell phone or visit our website or twitter.
Clearly tell users to take action. Instead of beating around the bush with them, tell them what you want them to do.
You should be familiar with these and know how to do them. I don't need to explain too much.
In addition, there is another important point that needs you to run through.
Reputation: an extra step in the whole model
The above points are all marketing skills. If you want to succeed in the end, one thing is very important and indispensable, and that is honesty.
If readers don't believe what you say, even if you do the above steps, users have no reason to do what you say. If you want users to think that you are honest, you must first understand the real situation of users. If you don't know their situation, how can you help them improve their present situation?
Then, tell them why they can believe what you said: appeal to common sense (what you said should be reasonable), indicating that it has been proved by society (how many people have taken the action you want to take? Show your professionalism (your education and practical experience) and provide as many risk reduction guarantees as possible.
This is not the sixth step, because you don't have to do it once. On the contrary, you should run through every step, every piece of information, and strive to gradually establish your credibility, so that users will finally have trust in you.
6+ 1 mode succeeded where AIDA mode failed, because it forced you to establish your own credibility in the eyes of users. Although AIDA mode can certainly be adopted, the formula of 6+ 1 will prompt you to consider the different reactions of users when digesting your copy. These extra steps will be invaluable to a novice copywriter or someone who can't achieve the number of transformations they think they should achieve.