The presented solutions have repeatedly demonstrated their effectiveness on real-life cases, including landing pages, email marketing and advertising (content, targeting and more).
AIDA – one of the main sales formulas
Long-term practice of using this formula has shown its maximum effectiveness in building marketing communications in the case of products such as food or cosmetics. Images of beautiful models and mouth-watering dishes really contribute to pleasant emotions and a desire to personally see the properties of a product or cosmetic.
The first stage of the formula helps to carry out intrigue, provocation, paradoxes, “breaking the template”, etc. As applied to the text, the headings, and in some cases the first paragraphs, take on such a function. There is quite a fair suspicion of the oversaturation of the modern public with an emotional presentation, which is why it is recommended to maintain a more calm and informative style.
At the second stage, it is necessary to point out important moments for the audience, showing the reader the importance of the proposal for him, thereby warming up interest. In most cases, 3 arguments will be enough to convince – more of them will negate the brevity of the text.
3. Desire (desire)
Here it is required to demonstrate the key role of the promoted product / service in solving customer problems and the availability of its receipt. Good results can be achieved by starting at the stage of interest to show an understanding of the reader’s problems, forming from him at the current stage the desire to make a purchase.
The final stage of the formula is characterized by the presence of direct appeal. At the same time, it is here that you need to exercise the greatest caution in order to avoid the appearance of aggression, often leading to the loss of trained buyers.
There are still variants of modifications to this scheme: AIDMA, where an additional stage of Motivation (motivation) appears. Situated between the stages “desire” and “action”, “motivation” represents an additional incentive in the form of a time-limited discount or, for example, a special offer. It is also worth specifying AIDCA (instead of M, C – confidence – trust is used).
AIDA was formulated at the end of the 19th century by E. Lewis. A little later, another rather popular formula appeared – ACCA, which now deserves much attention to itself.
This formula should be preferred if necessary to stimulate sales when it comes to cars, expensive appliances, travel services, etc.
The formula is as follows:
With the complete coincidence of the initial and final stages with AIDA, there are significant differences in the intermediate stages. Here, great emphasis is no longer on the emotions of the buyer, but on his rationality, which is much more likely to work with serious purchases.
OCD – Landing Sales Scheme
The effectiveness of this formula is clearly visible in its effect on a targeted audience. For this reason, this particular scheme is used to create most landing pages.
- Offer – on the basis of predefined interests and a portrait of the buyer, it is necessary to make a “catchy” offer. It is important to note that here we are dealing with a targeted audience, and therefore there is no need to use various tricks.
- Deadline (restriction) – an attractive offer for the buyer must be limited in time, available quantity of goods or in another similar way.
- Call to Action.
The formula “4 why”
In the framework of this formula, it is believed that during the purchase of services, the client tries to find answers to 4 questions:
- Why this product
- Why here
- Why such a cost
- Why now
Following the principles of this formula, as practice shows, you can significantly increase the conversion.
This formula, proposed by Frank Dignan to create offers, is decrypted as follows:
- Star – creation of a star (extremely attractive offer);
- Chain – development of a chain of evidence supported by logic;
- Hook – hooking the buyer (bonuses, deadlines, calls, guarantees, reviews, etc.)
This scheme is characterized by ease of memorization and, at the same time, high efficiency.
4U – simple compilation of an effective header
4 elements included in this scheme can be placed in any combination:
- Usefulness – usefulness. Here you need to explain the benefits based on the needs of the client.
- Uniqueness – uniqueness. We show our differences from competing offers.
- Ultra-Specificity – specificity. Here it is required to narrow the audience, demonstrating the focus of the proposal specifically for a specific user, i.e., the reader.
- Urgency – urgency. The offer is limited in time, forcing to act immediately.
PINC – Juicy Headers (Michael Hyatt)
It is expected that the name of this formula also represents an abbreviation:
Рromise – make promises in the headlines (“Say goodbye to wrinkles in 2 weeks”).
Intrigue – include intrigue in the headline (“The Secret Method to Increase Online Sales”).
Need – use an urgent need (“What to do with abdominal pain?”).
Content is simply the content of the text, often enticing better than any tricks (“13 working formulas to create a selling text”).
Using this simple formula is extremely convenient – just take any part of it and the finished title will work perfectly.
PmPHS – Pain (pain), More Pain (more pain), Hope (hope), Solution (solution)
We point out the pains, exacerbate them with unpleasant consequences, give hope to get rid of the problem and, as a result, offer the product / service as a solution.
Have extra pounds? This can ruin the approaching beach season, because choosing a swimsuit for heavy weight is not easy, and all these sports figures are around … But there’s still time to lose 5 kg in two weeks using the new Zhytrostop based on papaya and Singapore cane extract. The exterminator of excess weight “Girostop”! Already on sale at your local pharmacy!
PPPP – Henry Hawk Social Media Sales Method
- Picture – vivid and attractive images provide primary attention.
- Promise (promise) – readers have very clear desires and here we promise their fulfillment. At the same time, it is our product / service that is the key condition for fulfillment.
- Prove (proof) – we use arguments confirming the fulfillment of desires using our product. Again, while the first paragraph appealed to emotions, here it is necessary to use logic, citing various evidence and statistics.
- Push (promotion) – here we are directly calling for action.
Rule of Three “Yes”
Some NLP-oriented authors argue that a person who says YES twice will answer exactly the same with the third sentence. Among advertisers, reinsurance is usually more valued, offering the reader as many as 3 times to respond positively to the main offer.
In fact, it all comes down to the question of trust and 2-3 preliminary “Yes” serve as an attempt to become closer to the buyer.
Another abbreviation with a long decoding: “Defining advertising goals – measuring advertising results”. According to Russell Collie, the author of this formula, the acquisition of any product / service involves 4 stages:
- Brand Awareness
- Determining the quality of a specific proposal
- The deal itself
This model demonstrates the key stages encountered in the path of a potential buyer. Properly conducting the client along such a route, you are guaranteed to receive the expected revenue.
Like AIDA, this formula proposed by G. Goldman confidently passed the test of time, remaining relevant for more than 60 years:
- D – identification of the needs and desires of the target audience
- I – demonstrate identified needs as part of advertising
- B – pushing customers to the desired conclusion
- A – prediction of CA reactions:
Close reader objections by predicting a reaction.
- B – initiation of the desire to make a purchase:
Indicate about the action, limited validity period, etc.
- A – creation of convenient conditions for the acquisition.
Call + noticeable button for ordering.
On the basis of DIBABA it is convenient to build online stores, single-page, commercial offers.
The last one on this list is a long abbreviation with the following decoding: “Subject, Central Theme, Objective, Rational, Resources, Evaluation”. Proposed by Ken Davis, this formula includes the following steps for working on valuable content:
- Subject – a bright theme is selected.
- Central Theme – the need to concentrate on a certain part of previously selected topics.
- Objective – a list of goals is defined.
- Rational – the subject of the story is logically substantiated.
- Resources – a kind of “chips” that give extra richness to the text. They can be quotes, stories, jokes, etc.
- Evaluation – the value of each individual section of the text and all its words is checked.
- Pay particular attention to the last point, often forgotten by the majority. If you cannot answer for a specific sentence or word the question “why is it here?”, It is better to simply delete them.
Using this formula, it is convenient to create valuable texts with a logical structure. The same approach will work well for infographics, presentations, or videos.