Apa rumus untuk menciptakan pesan penjualan Anda efektif? Jika Anda seperti kebanyakan orang, Anda akan berkata: “AIDA”, singkatan dari Attention, Interest, Desire, Action. Rumus ini klasik, mungkin ini adalah rumus yang paling banyak jadi dalil dalam periklanan dan pemasaran.Namun, sebagai orang marketing dan periklanan bisa memperluas kemampuan kreatifnya dengan mengoleksi dan menguasai berbagai rumus untuk pekerjaannya.
Berikut beberapa rumus yang tidak terlalu terkenal, tapi bisa menjadi inspirasi untuk pekerjaan Anda. Dean Rieck dari DirectCreative.com membagikannya rumus tersebut (dengan tetap menggunakan bahasa Inggris) untuk Anda.
ACCA. Awareness, Comprehension, Conviction, Action. This is similar toAIDA, but “Comprehension” stresses the importance of clarity, which isvital for any persuasive message. And “Conviction” is much stronger than“Desire.” It suggests certainty.
Attention-Interest-Description-Persuasion-Proof-Close. This is another AIDA variation by Robert Collier. Intended for sales letters, itoutlines what he thought was the correct sales sequence.
AAPPA. The eminent Victor O. Schwab suggested this commonsense,clear formula. Get Attention. Show people an Advantage. Prove it.Persuade people to grasp this advantage. Ask for action.
AIU. This is my own formula for envelopes. It stands for Attention, Interest, Urgency. Something about an envelope must get your attention, whetherit’s teaser copy, graphics, or just blank paper. This should lead to aninterest in the contents and an urgency to open the envelope immediately.
PPPP. This is a formula by Henry Hoke, Sr. It stands for Picture, Promise, Prove, Push. In many ways, it’s easier to implement than AIDA because itshows you four basic tasks you must perform to make a sale. Picture: Getattention early and create a desire. Promise: Make a meaningful promiseand describe what the item will do. Prove: Demonstrate the value andsupport your promise with testimonials. Push: Ask for the order.
Star-Chain-Hook. This is Frank Dignan’s charming and surprisingly freshway to approach an advertising message. Hitch your wagon to a Star with an attention-getting opening that is positive and upbeat. Create a Chain of convincing facts, benefits, and reasons to transform attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.
ABC Checklist. William Steinhardt’s formula is more detailed than mostand very practical: Attain attention, Bang out benefits, Create verbalpictures, Describe success incidents, Endorse with testimonials, Featurespecial details, Gild with values, Honor claims with guarantees, Injectaction in reader, Jell with postscript.
The String of Pearls. This is a particular method of writing copy. The ideais that you assemble details and string them together in a long line, oneafter another. Each “pearl” is complete in some way, but when you stringall the pearls together, their persuasive power becomes overwhelming.
The Cluster of Diamonds. Similar to the String of Pearls, this formulasuggests assembling a group of details under an umbrella concept. Forexample, an ad might have the headline “7 Reasons Why You’ll SaveMoney With XYZ.” The copy would then list these seven reasons. Eachdetail is a “diamond” in a particular setting.
The Fan Dancer. The analogy here is perfect, though a bit racy. The ideais to tantalize with specific details that do not actually convey information.For example, let’s say you’re selling a book on reducing taxes. Part ofyour copy might read: “The one secret way to pay zero taxes and getaway with it (page 32). How the IRS uses your mailing label against you(page 122). Three clever ways to turn a vacation into a business taxdeduction even if you don’t own a business (page 158).” As with theforgotten art of fan dancing, you reveal little and leave your audiencewanting more.
