Several generations of advertisers have worked hard to deduce these formulas for you. However, the ability to use them depends on whom they will enrich — you or competitors. After all, this is not a recipe for a “magic pill”, but verified formulas of psychological reactions — if you do not know how to handle them, they will bring more harm than benefit.
In this article, we will talk about some popular advertising formulas and consider the "safety precautions" when working with them.
- ODC
Let's start with a very common formula on the Internet — ODC. Like most of the formulas given in this article, it is an English abbreviation, which stands for:
Offer — the essence and benefit of your offer.
Deadline — time limit.
Call to action — a motivation for an immediate action.
Texts written according to this formula are often used on landing pages, perfectly fitting into the pattern F — the area of primary attention of the Internet user.
At first glance, this model is quite simple and understandable. Nevertheless, when implementing it, you need to adhere to at least two rules:
First, express the profitability of your offer in numbers — consumers trust the specifics more. It is very preferable to indicate both the offered discount in money or percentage, and the terms of the service / product delivery.
Secondly, in order to motivate the consumer with a discount or a promotion, use a simple but effective trick: if the product is inexpensive, use a percentage discount, if expensive, express it in money. Also take into account the following point: according to research, consumers favorably perceive discounts from 5% to 30%. Discounts of 3%, etc. do not motivate them, and a price reduction of more than one third may arouse suspicion.
This formula can be used in a variety of situations, even in promotional SMS. However, do not give in to the illusion of its simplicity! In fact, these are difficult tasks: to come up with an offer that will hook, as well as formulate a restriction that will be believed.
- AIDA and its modifications
Perhaps the most famous formula. It was invented back in 1896. However, it has not lost its relevance.
Attention — we attract the user's attention to the advertising message with the help of a catchy title, an unusual picture, contrast.
Interest — arouse interest based on the needs of the target audience.
Desire — we awaken desire, create a situation where the user wants to own our product.
Action — we offer to call immediately, leave a request, make a purchase.
AIDA deservedly enjoys off, a huge number of selling texts have been composed by this principle. However, many amateur advertisers do not realize that this formula is by no means universal. It is designed more for emotional impact.
However, this formula has a more rational modification — AIDCA. In it, another one is added to the already familiar stages — Confidence. This may be a mention of certification, reviews, awards, participation in niche events, etc
Meanwhile, the AIDMA modification also includes motivation in the form of time limits, quantity of goods, etc.
A variation of AIDAS deserves special attention, where the fifth point implies the user's satisfaction with the purchased product or service (Satisfaction). It is necessary to ensure that advertising promises are true, otherwise customers will be disappointed and their reviews will ruin the reputation of the advertiser company.
In general, remember that in its classic form, the AIDA formula is rather addressed to the heart, not the mind of the consumer.
- ACCA
This formula is aimed at consumers who treat purchases rationally. It is often used in B2B, because in business most decisions are made on the basis of cold calculation, and not emotional impulses. Let's analyze this abbreviation:
Attention. As in the previous formula, you control the user's view with the help of well-chosen illustrations, a catchy title and a capacious lead (the first paragraph of the text).
Comprehension. You describe in more detail the benefits of purchasing your product or service — tell us what needs your offer covers.
Conviction. You give carefully thought-out arguments that convince the client that it is better to turn to you. At this stage, it is also worth talking about: certification, experience, portfolio, measurable and verifiable professional achievements, reputation and guarantees.
Action – call for action.
This formula appeals to logic, so it can only be used if you really have convincing arguments.
At the same time, it is important to avoid a common mistake that gives out landing pages created by amateurs. This is a list of all possible arguments, both important and very insignificant for the target audience.
Instead of the expected effect — i.e., greater persuasiveness, it gives the opposite result. A potential client is initially skeptical about advertising, so he will certainly notice weak arguments and note their insignificance to himself. But whether he will pay due attention to strong arguments after that is a good question. Therefore, do not use weak arguments. They only disperse attention and strengthen the consumer's skeptical attitude.
As for the sequence of arguments, it is better to follow Homer's rule — arrange your arguments according to the scheme: strong arguments —> average —> the strongest. As practice and common sense shows, such a sequence is most effective. The last phrase is commonly best remembered.
Use the ACCA formula when you want to create a strong rational advertisement — the main thing is to take care of convincing arguments arranged in the correct sequence.
- PPPP
This formula implies a “frontal attack”, the charm of a potential customer with the advantages of the product, followed by proof that this is true.
Picture — create an attractive image of your product or service.
Promise — promise that your offer will make the customer's life better and describe exactly what this consumer happiness will consist of.
Prove — provide proven facts proving that your product really differs in the properties described above. They can be supplemented with video feedback from satisfied customers, signed and sealed thank-you letters, etc.
Push - direct the user to the conversion action, for which, in fact, all advertising technologies were invented.
Speaking about the complexity of applying this formula, we note: it is very difficult to create an attractive, but at the same time “vital” image of the product.
In particular, it is not so easy to pick up a picture in which people using the product would seem really happy. For example, many pictures from photo stocks, which seem to depict smiling people, literally reeks of falsehood.
At the same time, the consumer will not give you a second chance. When using the PPPP formula, the advertising nature of your message becomes clear instantly. And advertising, as you know, is not favored. Therefore, here it is “everything or nothing” — without charming a potential client with your idea right away, you lose him.
Make sure you have managed to create an attractive, though a believable image.
- PMHS
Unlike the previous formula, PMHS is based on negativity. Instead of “keys to heaven”, you are selling the possibility of “escape from hell”.
Pain — you describe the pain of the consumer. Its mention can be made in the title, the first paragraph. The very mention of the problem will interest the consumer, because he will hope for a hint of a way to solve it.
More pain — you increase the pain, scale the problem. For example, if at the first stage in the advertising message it was said: “The wife does not get enough sleep because of your snoring and you are tormented by guilt ....”, then at the second stage you can “swing the pendulum” by informing the user of medical facts about heart attacks caused by snoring.
Hope — give hope. For example, you say that 10 thousand people have already solved the problem of snoring once and for all.
Solve — offer a solution. Inform the user about your product, for example, a snoring nose clip.
If you use this formula, be especially careful at the second stage (More pain). The frightening facts that you will give must be real, verified. If the consumer gets the impression that you are making a big deal out of a molehill, then he may grin and ignore your offer, even if it really meets his needs.
Starting from the problems of the CA, help the potential client realize their seriousness, but do not turn your advertising into a comedy horror.
- DIBABA
Another model also deserves attention, which has been relevant for the advertising business for more than 60 years. Unlike the previous formulas, this is not an English, but a German abbreviation.
Definitionsstufe — determine the desires and needs of the target audience.
Identifizierungsstufe — convey to the potential buyer the idea that the product solves his problem / satisfies his desire.
Beweisstufe — make arguments in favor of your product and service in comparison with competitors' offers.
Annahmestufe — predict the reaction of the consumer. Think through the questions and objections that he may have in advance.
Begierdestufe — motivate the consumer to purchase a product/ service using promotions, limited offers, etc
Abschlußstufe — create favorable conditions for purchase. Offer various payment methods, guarantee the possibility of returning or replacing the goods.
This formula differs from the previous ones by a more thorough approach. In addition to the stages of interaction with the consumer, it includes preparatory actions and the creation of favorable conditions. That is, it goes beyond the scope of making an advertising layout.
DIBABA can become the ideological basis of a landing page or even an online store. However, it is justifiably considered one of the most complex advertising formulas, so it should be approached with due seriousness.
As you can see, advertisers use a lot of advertising formulas. This article describes only a part of them. At the same time, there is no “golden formula” suitable for any advertising campaign. All well-known advertising models are like a set of tools in a marketer’s briefcase. Often these tools have to be “customized” — adapted to a specific situation.
As you have already noticed, despite the differences between these formulas, they contain the same elements — “attracting attention”, “describing benefits”, “calling trust”, etc.
You can enter these “variables” correctly only by focusing on studying a specific situation. A versatile immersion in a business task like this is available through contacting us and using our services!