AIDA. Attention, interest, desire, action. It’s the classic copywriting formula, studied and used by almost every copywriter on the planet. But I’m not a fan.
AIDA代表著專(zhuān)注（Attention）、興趣（Interest）、欲望（Desire）、行動(dòng)（Action）。AIDA是世界上每個(gè)文案撰稿人都熟知的經(jīng)典的文案公式，然而我卻覺(jué)得它沒(méi)什么用。

The trouble with AIDA is that it implies that attention leads to interest, which then leads to desire, which in turn leads to action. But a piece of the puzzle is still missing: context.
AIDA模式認(rèn)為專(zhuān)注會(huì)激發(fā)興趣、引起欲望、轉(zhuǎn)化為行動(dòng)，而這就是問(wèn)題所在。這種模式缺乏上下文背景。

AIDA doesn’t give you all of the ingredients that combine to result in action?—?which is what you ultimately want!
AIDA模式最后并沒(méi)有讓用戶(hù)真正去行動(dòng)的動(dòng)力，而讓用戶(hù)采取行動(dòng)、才是你的終極目標(biāo)所在！

A Better Model: 6 + 1
一種更好的模式：6+1

This model is a little more complex, which is a good thing.
這種模式有點(diǎn)復(fù)雜，但正因?yàn)閺?fù)雜、才非常有效。

Here, then, is the 6 + 1 model, with six steps plus one extra thing you’ve got to cover along the way.
下面就給大家介紹一下6+1模式，教你寫(xiě)出叫好又叫座的文案。

STEP 1: CONTEXT
第一步：描述相關(guān)背景

The very first thing you need to do, before trying to get attention or anything else, is establish context. Answer the audience’s implicit question, “Who are you, and why are you talking to me?”
在試圖得到用戶(hù)關(guān)注之前，你首先要做的就是描述相關(guān)背景?；卮鹩脩?hù)心里的疑問(wèn)：“你是誰(shuí)？你為什么和我說(shuō)話(huà)？”

Too many marketers compete for the attention of every single person, so establishing context is necessary to stand out from the crowd. Junk mail is a perfect illustration. The context of junk mail is, “You don’t know us, but we want to sell you something!” That’s why most junk mail ends up in the trash, unread.
很多營(yíng)銷(xiāo)人員為了得到每個(gè)用戶(hù)的注意而激烈競(jìng)爭(zhēng)，所以要特別注重建立相關(guān)背景才能脫穎而出。垃圾郵件就是一個(gè)很好的案例，一般垃圾郵件給人的感覺(jué)是，“你不知道我們是誰(shuí)，但我們想向你推銷(xiāo)東西！”這就是為什么很多垃圾郵件每人看就直接放在垃圾箱里了。

The context here is implied, and the proportion of people who open the envelope would be much higher.
如果交代相關(guān)背景、使用戶(hù)一開(kāi)始就可以通過(guò)一些簡(jiǎn)單的文字，知道是誰(shuí)給他寫(xiě)的這封信，那么他打開(kāi)這封信的比例會(huì)高很多。

STEP 2: ATTENTION
第二步：吸引注意

Once context has been established, you can go ahead and grab the audience’s attention.
一旦建立了相關(guān)背景，你就可以開(kāi)門(mén)見(jiàn)山吸引用戶(hù)的注意。

If you’re the writer, you’ll do so with the headline. And if you’re the designer, you will make sure that, at first glance, the presentation is eye-catching.
如果你是一名作家，可以通過(guò)標(biāo)題來(lái)吸引用戶(hù)注意；如果你是一名設(shè)計(jì)師，就要確保讓觀眾在第一眼看到你的作品時(shí)就被深深吸引住。

STEP 3: DESIRE
第三步：激發(fā)欲望

The reality of marketing in this day and age is that attention is short-lived. Where we once spoke of 15 minutes of fame, today it’s a lot closer to 15 seconds.
當(dāng)代市場(chǎng)營(yíng)銷(xiāo)的現(xiàn)實(shí)是：注意力稍縱即逝。此前我們?cè)f(shuō)用戶(hù)的注意力可以持續(xù)15分鐘，然而現(xiàn)在只有15秒。

In the span of those 15 seconds, you have to make your audience want something, and want it badly enough to keep on reading.
在這15秒的時(shí)間內(nèi)，你必須激發(fā)用戶(hù)的欲望，同時(shí)要讓這種欲望支撐他繼續(xù)讀下去。

STEP 4: THE GAP
第四步：建立落差

You’ve got their attention, and created desire?—?at this point your prospect should be convinced that they need to take action of some kind.
成功地吸引用戶(hù)注意力、激發(fā)用戶(hù)閱讀欲望之后，你就要開(kāi)始說(shuō)服他們采取行動(dòng)了。

Now you must drive home the idea by communicating the difference between what will happen if they do nothing and what will happen if they take advantage of your product or service. We call this establishing the gap.
接下來(lái)你要向用戶(hù)傳達(dá)：如果不采取行動(dòng)、不使用你的產(chǎn)品或服務(wù)，將會(huì)有什么后果。這就叫建立落差。

STEP 5: SOLUTION
第五步：解決方案

You can’t leave the reader in this state; once ayou’ve established the gap, transition quickly into your solution. It’s important to say that you have a solution, and to tell them as much as they need to know in order to understand that it will work?—?but no more.
你不能讓用戶(hù)一直處在落差狀態(tài)，一旦建立落差之后就要迅速過(guò)渡到解決方案。巧妙恰當(dāng)?shù)馗嬖V用戶(hù)你擁有解決方案，滿(mǎn)足用戶(hù)需求、讓用戶(hù)了解你的產(chǎn)品有用，這一點(diǎn)很重要；但不要過(guò)猶不及。

STEP 6: CALL TO ACTION
第六步：呼吁用戶(hù)采取行動(dòng)

Of course, you have to end with a call to action, which requires you to do two things:
當(dāng)然，你的最終目的是想讓用戶(hù)采取行動(dòng)。所以你需要做兩件事：

Identify the single next step that you want your audience to take when they’re done reading. Not an array of options (“Call us on the phone or visit our website or follow us on Twitter or…”), just one next action.
在用戶(hù)閱讀完畢后，提供單一選擇而不是多種選擇（如撥打……聯(lián)系我們/點(diǎn)擊……訪(fǎng)問(wèn)網(wǎng)址/在Twitter上聯(lián)系我們……等等），不要讓用戶(hù)選擇。

Explicitly ask the audience to take that action. Don’t dance around the issue; if you want them to do something, say so.
明確讓用戶(hù)采取行動(dòng)。不要再和他們繞圈子了，你想讓他們做什么就直接說(shuō)出來(lái)。

Credibility: The Extra Step Along The Way
信譽(yù)：整個(gè)文案的額外根基

You can do all of the above and you’ll be well on your way to a sale, but you still won’t get it without one more ingredient, added along the way. That ingredient is credibility.
以上幾點(diǎn)是營(yíng)銷(xiāo)文案技巧，但想要最后成功、有一點(diǎn)非常重要，那就是信譽(yù)。

If the reader doesn’t believe what you say, or doesn’t believe that you’re in a position to say it, then they have no reason to follow through on anything you ask them to do.
如果讀者不相信你的文字，或者覺(jué)得你寫(xiě)得不客觀，那么他是不會(huì)按照你的說(shuō)法去做的。

To establish credibility, you have to start with understanding: showing the reader that you understand their reality intimately.
建立信譽(yù)，要從理解開(kāi)始：要讓用戶(hù)感覺(jué)到你十分理解他們的處境，讓用戶(hù)產(chǎn)生認(rèn)同感。

Then show the reader why they can trust you: appeal to their common sense, demonstrate social proof, demonstrate your expertise, and apply risk-reversal whenever possible.
然后告訴用戶(hù)他們可以信任你的理由：迎合用戶(hù)常識(shí)、闡明社會(huì)認(rèn)同、證實(shí)專(zhuān)業(yè)性、并打消風(fēng)險(xiǎn)疑慮。

The 6 + 1 model succeeds where AIDA fails because it forces you to establish yourself as a source of authority in the reader’s eyes.?
6+1模式可以解決AIDA無(wú)法應(yīng)對(duì)的問(wèn)題，因?yàn)檫@種模式可以幫你樹(shù)立在用戶(hù)眼中的權(quán)威性和信譽(yù)。