13 главных формул для продающих текстов (PmPHS, AIDA, ACCA, 4U, 4 почему)

Поделюсь теми решениями, которые  действительно работают на лендингах, в письмах и рекламе.

Продающая формула AIDA

По такой формуле эффективно выстраивать маркетинговую коммуникацию для продуктов питания или косметики. Картинки с красивыми моделями и аппетитными блюдами действительно вызывают приятные эмоции и желание попробовать продукт или косметическое средство.

  1. Attention (внимание). Достигается за счёт интриги, провокации, парадокса, разрыва шаблонов. В тексте это обычно заголовок, иногда подзаголовок и даже первый абзац. Бытует мнение, что современная публика перенасыщена эмоциональной подачей, поэтому  здесь зачастую лучше быть более спокойными, но информативными (это очень справедливо для вебмастерской аудитории, кроме новичков).
  2. Interest (интерес). Апеллируем к важным для аудитории моментам, важно чтобы читатель понял, что это предложение для него имеет значение. Разогреваем интерес. Я обычно выделяю 3 наиболее весомых аргумента, которые убедят публику. Конечно можно и больше, есть даже теория, что чем больше продающее письмо, тем больше продаж, но по моему опыту лучше быть лаконичным.
  3. Desire (желание). По сути говорим что наш товар/услуга решат проблему клиента и это решение доступно для него. Хороший приём — сближение с читателем, выражение понимания его проблем (это можно начать делать ещё на предыдущем пункте). Здесь надо сформировать желание купить.
  4. Action (действие). Это собственно призыв. Но стоит быть осторожными с эмоциями, зачастую агрессия приведёт к потере уже разогретого покупателя.

Разновидность: AIDMA — добавляется Motivation (мотивация). Между Желанием и Действием — добавляем дополнительную мотивацию — это может быть скидка, которая вот-вот закончится, специальное предложение и т.д.

Формула AIDA была разработана американским специалистом в области рекламы Элмером Левисом ещё в 1896 году. Позднее появилась ещё одна, менее известная модель — ACCA, которая, именно сегодня, на мой взгляд, заслуживает серьёзного внимания.

ACCA

Формула АССА работает при стимулировании продаж, когда человек долго решается на покупку, например, автомобилей, дорогой бытовой техники, туристических или бизнес услуг:

Аttention (внимание) → Сomprehension (понимание) → Сonviction (убеждение) → Аction (действие)

Как видно, в обеих формулах совпадают 1-й и 4-й этапы, однако два промежуточных существенно различаются. Алгоритм этой формулы базируется уже не на эмоциональной, а на рациональной составляющей и работает, когда решение принимается взвешенно и с расчётом. Не «от сердца», а «от головы».

Продающая формула ODC (лэндинги)

Эффективна, когда обращаемся к таргетированной аудитории — по ней работает большинство landing page.

  1. Offer (предложение) — мы знаем интересы и портрет читателя, поэтому делаем предложение, которое его «зацепит», тут не надо юлить с уловками, поскольку мы таргетировали публику и знаем, что точно важно для неё.
  2. Deadline (ограничение) — ограничиваем предложение: временем, количеством копий и т.д.
  3. Call to Action (призыв к действию).

4 почему от «Скобеев и Партнеры»

При покупке услуги пользователь ищет ответы на 4 вопроса:

  • почему это продукт
  • почему у вас
  • почему по этой цене
  • почему именно сейчас

По этой формуле мы строим наши продающие страницы и за 9 лет многократно убедились, что она действительно работает. С ее помощью мы подняли конверсию своего сайта с 0,6% до 3,3% — эта цифра недостижима для большинства наших конкурентов.

Формула создания оффера от Фрэнка Дигнана

Star-Chain-Hook

Расшифровка:

  • Star – создайте звезду (предложение, от которого невозможно отказаться)
  • Chain – разработайте цепочку логичных доказательств
  • Hook – зацепите клиента крючком (бонусы, дедлайны, призыв к действию, гарантии, отзывы).

Алгоритм разработки конкретного предложения. Звезда, цепочка и крючок – легко запоминается, эффективно работает.

4U — решение для лучших заголовков

4 составляющих могут размещаться в произвольном порядке.

  1. Usefulness — полезность, объясняем выгоду, исходя из потребностей аудитории.
  2. Uniqueness — уникальность, отстройка от конкурентов.
  3. Ultra-Specificity — специфика, сужение аудитории. Здесь важно чтобы читатель понял, что это предложение именно для него.
  4. Urgency — срочность, ограниченность предложения — то есть действовать надо быстро.

Формула сочных заголовков от Майкла Хайятта

PINC = Рromise+Intrigue +Need +Content

  • Рromise – в заголовок выносится обещание («Избавьтесь от живота за 10 дней»)
  • Intrigue – начинаем с интриги («Секретный способ повысить Open Rate электронных писем»)
  • Need – создание острой потребности («Как избавиться от головной боли?»)
  • Content – сразу говорим о содержании текста («Инструкция: как написать и продать текст»).

PINC – не просто формула, это простая схема для заголовков. Используйте любую букву из четырех, и ваши заголовки будут работать на вас.

PmPHS (Pain, more Pain, Hope, Solution)

Говорим о боли, усугубляем боль (возможные осложнения ситуации), рассказываем о том, что есть средство решить проблему, наконец представляем решение.

Набрали лишний вес? А ведь скоро лето, надо будет одевать купальник, подружки все такие худенькие… Многие девушки сумели сбросить более 10 кг за месяц благодаря новому средству на основе ананаса. Ананасовая жиро-аннигилирующая маска на пузико! Спрашивайте в аптеках города!

Продающая формула PPPP от Генри Хока

Отлично работает для соц.сетей

  1. Picture (картинка) — яркая, привлекательная.
  2. Promise (обещание) —  обещаем исполнить желания читателя. Причём обещаем что это осуществимо с помощью нашего товара или услуги.
  3. Prove (доказательство) — приводим аргументы, которые убедят читателя, что желания действительно можно осуществить с нашим товаром. Плюс если в первом пункте мы обращались к чувствам, то здесь бьём по логике, снова показывая необходимость желаемого, приводим социальные доказательства, мол, все этого хотят, пользуется каждый третий, мечтает каждый второй.
  4. Push (продвижение). Призыв к действию.

Правило трех Да

У некоторых авторов из сферы НЛП есть такой посыл, что если человек дважды сказал ДА, то на третье предложение он с бОльшей вероятностью даст такой же ответ. Рекламщики пошли дальше НЛПшников и предлагают заставить читателя трижды сказать ДА перед тем, как продать ему что-то. Дело в доверии. По сути первые 2 или 3 ДА это попытка стать ближе и заручиться доверием читателя.

Формула Рассела Колли

DAGMAR = Defining advertising goals — measuring advertising results.

Расшифровка: покупка любого товара или услуги состоит из 4 этапов:

  1. Знание и узнаваемость торговой марки
  2. Мониторинг качества товара
  3. Решение о покупке
  4. Совершение сделки.

Эта модель демонстрирует основные этапы, через которые проходит потенциальный покупатель. И если вы сможете правильно провести его по этому маршруту, то выручка гарантирована.

DIBABA от Г. Гольдмана

Этой формуле уже 60 лет, но она все еще отлично работает. Описывает полноценную модель продажи.

  • D – выявить потребности и желания ЦА
  • I – показать потребности в рекламе
  • B – подтолкнуть покупателя к определенным выводам
  • A – спрогнозировать реакцию аудитории
  • В – вызвать желание купить
  • А – создать удобные условия для покупки.

DIBABA может стать базой для интернет-магазина, одностраничника, коммерческого предложения.

Формула ценного контента от Кена Дэвиса

SCORRE = Subject + Central Theme +Objective + Rational + Resources + Evaluation

  • Subject – выбор яркой темы для контента
  • Central Theme — концентрация на одном аспекте выбранной темы
  • Objective – определение цели
  • Rational – логическое обоснование предмета рассказа
  • Resources – фишки для придания контенту сочности (цитаты, истории, анекдоты)
  • Evaluation – проверка ценности каждого предложения, каждого слова.

Последний пункт забывают большинства авторов. Задайте себе вопрос — «зачем это предложение именно тут?» Если ответа нет — удаляйте.

Этот алгоритм поможет создавать ценный, логически выстроенный контент. Он подойдет не только для текстов, но и для инфографики, выступлений, видеороликов, белых книг.

А что используете вы? Поделитесь своими формулами в комментариях.

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