The 6+1 Copywriting Formula: (sell, don't push)

The 6+1 formula is a copywriting model for texts with a bit more nuance than AIDA. It works to generate Attention, Interest, Desire, and Action all the same - but it does so in a more detailed way.

Who this formula is most useful for:

• Anyone who is a beginner at copywriting and needs a more detailed formula to write with
• Anyone who feels embarrassed about being too salesy and pushing their product/service onto people
• Anyone who offers high-value services tied to their reputation: consulting of any kind, independent professionals, and the like.

Sound like you? Then let's get to the formula:

SUCCESS!

Like any other formula, it's basically a sequence of arguments used to get people to buy a service or product.

This is a slightly less "salesy" formula than others, with room for nuance when you're writing.

stolen (shamelessly!)Danny InyHere's the original.

The steps are as follows:

Step 1: Context

The first thing we should do, before calling attention to anything, is establish context.

We're going to answer the question: "Who are you, and why are you talking to me?"

Here you'd introduce yourself quickly and throw in some trust elements, maybe a credential (specialization), or a client who works with you.

Step 2: Attention

Once we've established context, we can grab people's attention.

There are lots of ways to grab attention. One of them is with a shocking statement, (Did you know that x% of people have problems with xxxx?).

I bet you already have some arsenal of interesting arguments for this, right?

Step 3: Desire

Whoever is watching the video already knows who we are and why we're relevant.

We already have their attention, and maybe they're aware of some problem.

Now we have to make them feel a very strong desire for what we want to offer

Here we paint the picture of how our product or service positively impacts that person's life.

We list how our service improved attribute X in person Y's life, we make promises (which will be kept!!), and we establish a desire to achieve that same result.

Step 4: The difference

Now we start moving toward getting people to make some decision - click a button, send a message, book an appointment - whatever it is.

We do this by communicating the difference between what will happen if they stand still, doing nothing, and what will happen if they seize the opportunity we're offering.

This is called establishing the difference.

The best way to do it is to ask: what if nothing changes? What will that mean for you?

Step 5: The Solution

We can't leave people not knowing what to do!

Once we've established the difference between taking action and standing still, we present the solution to their problems.

It's important to remember that we should talk about the solution, and talk about it enough for the person to understand that it works. But don't go on and on about it.

Step 6: Call to Action

Now, we need to establish one single action we want the audience to take as soon as they finish consuming the content.

Not a series of options (call, send an email, follow me on twitter).

Just one action.

And then we explicitly ask the audience to make that decision.

+ 1 step: Credibility

We want to keep our credibility.

That means being empathetic, showing you understand the situation deeply, and proving you can help them.

Our goal is to weave credibility into every step of the text/video, so that it's built slowly, and by the end it's fully established.