寫作的佈局公式 –– AIDA + E

寫作的佈局基本公式 –– AIDA + E

有篇老外文章提到很棒寫作的佈局基本公式 –– AIDA + E 。

公式：

Attention. Interest. Desire. Action. + Engagement. 

需要注目．引起興趣．建立欲望．要求行動 + 締結交流

這個比起中文傳統上所教的「起、承、轉、合」要有效用太多了。雖然這是行銷用文的古老公式，尤其適合大多數 Blog 文章寫作使用，因為文章的基本目的不就是希望讀者對自己訴說的主題進行'買單'(說服)，不論主題是什麼微言大義、經驗分享、或是產品技術，非常值得一學來用喔。

原文摘錄於後，分享一下。

出處： The Copywriter’s Best Friend: AIDA

(PS. 原文網頁連結好像已經消失了，只能看以下摘錄。)

THE COPYWRITER’S BEST FRIEND: AIDA

AIDA.

It’s one of marketing’s oldest formulas. And the copywriter’s best friend.

Some have pronounced it dead. Others have altered it. And yet – in its basic form – it’s still one of the most effective marketing tools in your box.

What is AIDA?

Attention. Interest. Desire. Action.

It’s an easy, step-by-step formula for writing almost any marketing project. Over the years, it’s saved me from going astray many times.

Let’s say you just landed your first sales letter gig. Where do you start?

Demand Their Attention

Gaining attention in today’s media-soaked environment is never easy. The key is knowledge; knowing what makes your audience tick – their pain points, desires and values. It’s a place for drama, mystery, tough questions or bold promises.

You only get one chance, so get it right.

Get Their Interest

OK, you’ve got their attention. How do you keep it?

Simple – you deliver on whatever you used to gain their attention. Tell them how your product or service offers them what they want. And do it quickly.

Create Desire

Your job now is to build a strong desire for your product or service. You already told them how your product can help.

Now you need to make it irresistible. Paint a picture of success. Tell a story. Use real-life examples.

But be realistic. Lie or exaggerate, and you’ll blow the deal.

Make it good. But make it real.

Ask for Action

Is the call to action the most-overlooked element of marketing? I’d say yes.

After you’ve gone to all the trouble of getting your reader’s attention, building interest and creating desire, you absolutely must tell your reader what to do.

If you already made a strong offer, then amplify it here. Or direct your reader to the next step.

Whatever you do, do it well. This is the point where all your hard work pays off, and simply penning a throwaway like “call or visit xxx.com today” isn’t good enough.

It Works!

Dissect almost any direct response appeal (and that includes most online marketing), and you’ll see AIDA in action. The order might be altered, and some tack on new elements (like Satisfaction), but the basics are the same.

Give Me an “E”

Given how hard it is to acquire a customer in today’s message-rich world – and the growth of interactive online communities – I’d suggest it’s time to tack an “E” onto AIDA. What’s the E? Engagement.

You work hard to sell a widget. Why not leverage that work to sell a lifetime of widgets? The mechanism would vary. Perhaps your call to action (or the fulfillment) includes a visit to your client’s blog.

AIDAE? Perhaps the next evolution of AIDA. And the subject of another post.

In the meantime, use AIDA. It’s a proven performer. It offers you a foundation for your marketing efforts. And it functions as a useful checklist, so you don’t write that sales letter and in a rush of enthusiasm, send it off without a proper call to action.

Keep writing, Tom Chandler.

如果去搜尋 "AIDA"，你會發現很多外文有關文章寫手教學，將它列為極重要的概念，要行銷你的 idea 想法給讀者，就用這套公式。絕不能用小學老師教的"起承轉合"論說文寫法來寫，無論你是要寫 email/blog/產品文/旅遊文，請速擺脫啊！

這世上，真的真有很多人不會寫文章，尤其Blog盛行以來，很多不成熟的日誌文章，編排水準和內容文字的確是實非常不及格。讀起來苦澀無味、了無意義，真是浪費大家眼睛的寶貴時間！難怪網路上有個『全球華文不及格大獎』的嘲弄網站出現，讓人可以自製仿真的得獎標章，編造虛設的獎項名稱，貼在自己的網頁上，挺有趣的。我也弄一個來貼一下，哈哈 :p