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代表着专注(Attention)、兴趣(Interest)、欲望(Desire)、行动(Action)。AIDA是世界上每个文案撰稿人都熟知的经典的文案公式，然而我却觉得它没什么用。

　　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模式认为专注会激发兴趣、引起欲望、转化为行动，而这就是问题所在。这种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模式最后并没有让用户真正去行动的动力，而让用户采取行动、才是你的终极目标所在!

　　A Better Model: 6 + 1

　　一种更好的模式：6+1

　　This model is a little more complex, which is a good thing.

　　这种模式有点复杂，但正因为复杂、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.

　　下面就给大家介绍一下6+1模式，教你写出叫好又叫座的文案。

　　STEP 1: CONTEXT

　　第一步：描述相关背景

　　The very first thing you need to do, bore 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?”

　　在试图得到用户关注之前，你首先要做的就是描述相关背景。回答用户心里的疑问：“你是谁?你为什么和我说话?”

　　Too many marketers compete for the attention of every single person, so establishingcontext 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.

　　很多营销人员为了得到每个用户的注意而激烈竞争，所以要特别注重建立相关背景才能脱颖而出。垃圾邮件就是一个很好的案例，一般垃圾邮件给人的感觉是，“你不知道我们是谁，但我们想向你推销东西!”这就是为什么很多垃圾邮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.

　　如果交代相关背景、使用户一开始就可以通过一些简单的文字，知道是谁给他写的这封信，那么他打开这封信的比例会高很多。

　　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.

　　一旦建立了相关背景，你就可以开门见山吸引用户的注意。

　　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，可以通过标题来吸引用户注意;如果你是一名设计师，就要确保让观众在第一眼看到你的作品时就被深深吸引住。

　　STEP 3: DESIRE

　　第三步：激发欲望

　　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.

　　当代市场营销的现实是：注意力稍纵即逝。此前我们曾说用户的注意力可以持续15分钟，然而现在只有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.

　　在这15秒的时间内，你必须激发用户的欲望，同时要让这种欲望支撑他继续读下去。

　　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.

　　成功地吸引用户注意力、激发用户阅读欲望之后，你就要开始说服他们采取行动了。

　　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.

　　接下来你要向用户传达：如果不采取行动、不使用你的产品或服务，将会有什么后果。这就叫建立落差。

　　STEP 5: SOLUTION

　　第五步：解决方案

　　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.

　　你不能让用户一直处在落差状态，一旦建立落差之后就要迅速过渡到解决方案。巧妙恰当地告诉用户你拥有解决方案，满足用户需求、让用户了解你的产品有用，这一点很重要;但不要过犹不及。

　　STEP 6: CALL TO ACTION

　　第六步：呼吁用户采取行动

　　Of course, you have to end with a call to action, which requires you to do two things:

　　当然，你的最终目的是想让用户采取行动。所以你需要做两件事：

　　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.

　　在用户阅读完毕后，提供单一选择而不是多种选择(如拨打……联系我们/点击……访问网址/在Twitter上联系我们……等等)，不要让用户选择。

　　Explicitly ask the audience to take that action. Don’t dance around the issue; if you want them to do something, say so.

　　明确让用户采取行动。不要再和他们绕圈子了，你想让他们做什么就直接说出来。

　　Credibility: The Extra Step Along The Way

　　信誉：整个文案的额外根基

　　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.

　　以上几点是营销文案技巧，但想要最后成功、有一点非常重要，那就是信誉。

　　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.

　　如果读者不相信你的文字，或者觉得你写得不客观，那么他是不会按照你的说法去做的。

　　To establish credibility, you have to start with understanding: showing the reader that you understand their reality intimately.

　　建立信誉，要从理解开始：要让用户感觉到你十分理解他们的处境，让用户产生认同感。

　　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.

　　然后告诉用户他们可以信任你的理由：迎合用户常识、阐明社会认同、证实专业性、并打消风险疑虑。

　　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模式可以解决AIDA无法应对的问题，因为这种模式可以帮你树立在用户眼中的权威性和信誉。

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