The 6+1 formula in copywriting: Strategies for addressing target groups

Copywriting is an art that follows multiple principles and techniques. One particularly interesting method is the 6+1 formula, which was originally derived from the well-known AIDA formula. In today's tutorial, you will recognize the strengths of this formula and how it can help you write in a targeted and inviting manner. This method was developed by Danny Ini and focuses on addressing specific target groups, which can significantly increase reactions and purchase rates. Let's now delve into the basic components of the 6+1 formula.

Key Insights

• The 6+1 formula builds on the AIDA formula.
• It aims to address specific target groups.
• Credibility is highlighted as an additional element.
• The method increases both the response rate and purchase decisions.

Step-by-Step Guide

Step 1: Understand the Context

The first step in the 6+1 formula is understanding the context, which forms the basis for your writing. It is important to understand the environment in which your message is received. The context helps you better assess your target audience and provide relevant information. Building your text on this is crucial to spark interest.

Step 2: Capture Attention

Like the AIDA formula, the 6+1 formula also begins with capturing attention. It is essential to captivate the reader immediately. This can be done through strong headlines, memorable sentences, or visual elements. Your goal should be to make the reader want to learn more, stimulating their curiosity.

Step 3: Stimulate Desire

The next step is to stimulate desire. Here, you demonstrate how your product or service meets the needs of your target audience. Use emotional appeals and explain the benefits clearly and understandably. This makes the reader eager to learn more about the offer.

Step 4: Identify the Gap

An important element of the 6+1 formula is identifying and communicating a gap. This gap describes the difference between the reader's current state and what is possible. When readers recognize the problems they have and realize that your solution addresses these problems, you're on the right track.

Step 5: Present the Solution

In the next step, you present the solution. It is the moment where you specifically explain what your product or service can achieve. Unlike the AIDA formula, the 6+1 formula emphasizes greater individuality. You delve into specific user scenarios and demonstrate how your offer solves concrete problems.

Step 6: Call to Action

The Call to Action is an essential part of all copywriting strategies. Here, you directly prompt your readers to take the next step – whether it's to buy your product, sign up for a newsletter, or perform another action. The Call to Action must be clear, persuasive, and prominently displayed to achieve the best results.

Step 7: Build Credibility

The 6+1 formula emphasizes credibility as an important additional element. It is not enough to just sell the product; readers must also trust you. Use testimonials, case studies, or facts and data that support your product. This enhances your credibility and encourages readers to make a positive decision.

Summary

In this guide, you have learned more about the 6+1 formula in copywriting. The method provides a valuable approach to better address the needs of specific target groups and strengthen trust in your product at the same time. By considering the different elements required to build a compelling message, you will be able to achieve significantly better results with your copywriting.