Don't believe it? Please look below.
There are many similar copywriters, many of which are classics. You can go to them.
However, why don't you know the general formula of copywriting that even the aunts in the vegetable market can understand?
Aida formula refers to Lewis's "Aida formula" to deal with all kinds of unacceptable problems, such as dull copywriting, invalid advertisements, customers demanding "better writing" and bosses demanding "faster writing".
1. attention) 2.i: interest 3.d: desire (desire to buy) 4. A: Action (action)
This is the secret of AIDA formula, attracting attention, tapping interest, generating desire, and guiding purchase. It works like this, and it works every time. If you don't believe it, try it!
After completing and expanding AIDA formula, you will find that:
Next, let's take a systematic look at:
Attention/consciousness
The internet era has triggered an information explosion, and a huge amount of information has appeared in front of people, and these huge amounts of information are constantly being updated and doubled. Individual consumers have learned to filter in the face of such a large amount of information, and the internet has made their choices wider.
In this case, if you want your advertisement and content to be seen by consumers, you must satisfy their "picky" and find enough bright spots to attract them.
Generally speaking, it takes only three seconds to decide whether a user likes a content or not. Relatively speaking, if you can't attract readers' attention in three seconds, your advertisements and content will only become rubbish in the information ocean. If you want to attract readers successfully in three seconds, you can adopt the following methods:
1. Use curiosity
Curiosity is human nature. Whether it is thousands of years ago, the crowds in Qin city are watching the excitement or today's netizens are watching videos online, they are all curious.
People are often not satisfied with the stable life in the present world. Through the internet, they saw the elegant brushwork of migrant workers who moved bricks, calling "the master is in the folk", seeing the prosperity of the city and the routine of the little sister, and bluntly saying "the routine of the city is deep, I want to go back to the countryside".
In fact, these are all curiosity-seeking mentality, hidden in everyone's heart. Just like a joke circulating on the Internet before: there is nothing to see when a dog bites, but when a person bites, it is news. In fact, the public's curiosity is also clear here.
Content without contradiction and opposition will often be swept away by "picky" readers, or even crossed out directly. However, as we all know, controversial topics are the most attractive. Yesterday, there was a hot search topic in Weibo called "High-speed Railway Releases People and Demands Michelle Ye to Apologize", which went up in one fell swoop. Although there is a shadow of star effect, it must be said that the topic itself is very controversial, and such a topic becomes a hot search, which should be like this.
Therefore, the public's curiosity will always make him pay more attention to novelty hunting, especially controversial content. We might as well try this method more in advertising copy creation. There are the following tips:
Try to talk and communicate.
The purpose of advertising is to spread, which should be reflected in our core sentence of attracting consumers. For example:
The promotion copy he wrote earned 2.3 million yuan, and he will personally tell you the copy cheats, just tonight!
In fact, the characteristics of sentence patterns similar to dialogue communication are that the whole topic is limited, which makes the information more accurate and the creation of dialogue scenes more likely to make people feel substituted.
The colloquial expression shows the concise function of copywriting.
Let the scene speak
As I said just now, the creation of dialogue scenes is beneficial for readers to bring in. Then the scene in this place is a "painful scene" simulated by a user after carefully analyzing the user's pain points.
For example, if a user wants to drill a hole, his demand is "a hole" instead of drilling, and his pain point is "no drilling tools". Our scene setting must revolve around this.
It must be a practical scene setting, and it is necessary to face the scene of the problem faced by the user, and then give the solution.
For example, at this time, the boss scolded you for not creating practical scene copy, which made you tremble with anger. However, let me give you a solution:
Scenario practicability = specific scenario (troubled or difficult scenario)+solution.
Interest (interest)
If some readers are attracted by the so-called "headline party" and find that they are not interested in the content, they will directly quit or raise their hands to report it. Q: Can you stand it?
But this is the characteristic of today's internet users, free and unrestrained.
In this regard, we can only constantly improve the "points of interest" that the article can show, at least to make eye-catching people interested in reading and understanding the content.
The core point that arouses readers' interest is that it is very important to find a good starting point for copywriting and advertising.
1. Hotspot cut-in
Rubbing hot spots is an enduring topic, especially for operators and new media. Hot spots represent the tilt of traffic and the explosion of content.
Durex is the most popular brand in the industry. You can study Durex's advertising copy.
The way to collect hot spots is also very simple. Each platform has its own hot search list, so you can choose the best one.
2. Create suspense and cut into the scene
There is a profound sentence in the copywriting training manual: "The purpose of writing copywriting is to make readers understand my title. After reading it, let him read the first sentence, the second sentence, the third sentence and the last sentence. "
In fact, the starting point of the content is to guide readers to continue reading and tap their desires and expectations. Among them, creating suspense is nothing more than the best way, and curiosity will wait for readers to read on.
Desire (desire to buy)
When the user is willing to take 5 minutes or 10 minutes to stop and read what you wrote, it means that there are some value points in this copy that convey what he wants, and these value points can arouse his desire, "I want …" and "I need …".
Compared with the function of copywriting, this step is to enhance consumers' trust in advertisers and lay the foundation for subsequent purchases. There are the following methods:
1. Sensory experience
Now products are all about experience, so is advertising copy. Especially for some food and automobile advertisements, the creation of sensory experience can be said to be the pinnacle.
The reason why we create the ultimate sensory experience in this way is to endorse our own products and show their advantages as much as possible, and on the other hand, to create a visual experience, stir the hearts of users and promote their desire to buy.
Create fear and attraction
Some time ago, there was a hot word called "sales anxiety", which said that some online courses used users' "knowledge anxiety" to make purchases, and even the new media Damimeng stepped down.
Although "selling anxiety" is really inappropriate, creating fear appeal is a very common means in advertising copy. Because people are naturally competitive, like to be competitive and like to compare. In contrast, when the injury and panic are unbearable, they have to turn to the outside world for help. This gives advertising copywriting a chance.
The process of users seeking superiority is the opportunity of advertising.
The template for creating this fear appeal is: painful scene+disgusting consequences+solution, which is exactly the same as the last scene.
3. Cognitive contrast
There is a very important concept in psychology-cognitive contrast principle. It was put forward by Robert Siodini, a famous American psychologist, in his book Influence-"In the world of human cognition, there is such a principle of contrast. If the two things are very different, in fact, we will feel that the gap between them is bigger than we thought. "
Compared with advertising copy, this contrast is more obvious. By comparing the descriptions of competing products or the characteristics of different products, we can set off the advantages of our own products. Generally, facts, data, experiments and other methods are used, which is the "digital scene comparison method" mentioned above.
For example, when the new Rolls Royce is driving at 60 miles per hour, the loudest noise comes from the electric clock.
4. Scene description
The so-called scene is to design a product usage scene, so that users can understand the product through the scene. When users encounter products or scenes again, they can think of each other.
However, the scene is actually just a representation. What we really want to create is an emotion. Only by integrating emotions into the scene can users perceive your emotions through the scene and then decide their own buying behavior.
Of course, the scene needs to be closely related to the user. Only by fully understanding users can we create scenes and emotions that make users "deeply understand".
Action (action)
When your advertising copy can attract users and provide them with the value they want, they will certainly take corresponding actions for their inner desires. This step requires us to add the language of guiding transformation to the advertising copy.
Only the advertising copy that can be truly transformed is a good copy. After all, copywriting is for sales, even a part of sales.
Therefore, the ability to transform is a decisive factor to measure the quality of an advertisement. To create a translated copy, you can use the following methods:
1. Trust transfer
This is actually to endorse your own brand and products, so that users can dispel their concerns. Let him believe that under the endorsement of "high status" and "high standard", this product is no problem, and you can earn it if you buy it.
Commonly used celebrity endorsements, online celebrity endorsements, KOL launch, and experimental data disclosure. All belong to this aspect.
2. Price target point
In fact, in a word, let users feel that your price is lower than others', and being able to buy your product means choosing the right product.
Sometimes, maybe the price of your product can't be lower than others. You can try to compare the price with the unit value. Generally speaking, your price is low under the same quality, which is your price tenet; Under different quality, your product is expensive but better than competing products, which is also the price target.
3. Give users a legitimate reason
Many times, users may be tempted when they see a product, but they may not necessarily buy it. Because of price, quality, color and even brand, I finally 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.
Its practice is very simple, that is, let you tell users: the products are cheap and good, and they are worth the money. Help him solve whatever he is worried about, so as to give him a reason to buy.
4. The urgency of consumption
On the one hand, it is actually creating a "gap", encouraging consumers to buy and catalyzing their buying behavior. Generally speaking, the manufacturing gap is reflected in the following aspects: limited time, limited purchase, limited quantity and limited identity. For example, the common limited-time specials, limited-time team battles, limited-time discount, and limited purchases by members are only 10.
Aida formula is actually a step to grasp attention, guide interest, tap desire and promote buying action. Although it seems simple, it is enough for a white man in the workplace to write a good-looking advertising copy. If you master it, isn't it easier to win the favor of leaders and get promoted and raised?
It can be said that almost all copywriting can be decomposed by this formula, and the core advantage of this formula is that the form of advertising copywriting belongs to promotion and sales advertising, which can sell products to consumers quickly and accurately, effectively improving the ability of advertising to carry goods and the scope of brand promotion.
It is based on consumers' hearts to create advertisements, so that consumers can "know" themselves and persuade themselves to buy products.
In the process of applying this formula, there are different small methods at different stages for different purposes. These small methods can be used not only in advertising copy writing, but also in expressing your opinions, work reports and even work suggestions in the workplace, which will make your work more effective.