Just sitting in the park and enjoying a coffee.

我正坐在公園裡啜飲著咖啡

In today’s episode, we’re going to be talking about how you can write copy using

在今天這集，我們要討論如何利用

a proven copywriting formula.

可靠的簡單文案寫作公式來撰寫文案

Simple Copywriting Formula Hi I’m Jesse from StartCopywriting.com and

簡單文案寫作技巧方程式 嗨!我是StartCopyingwriting.com的傑西，緊接著

in this episode I’m going to be sharing with you one of the classic formula’s that’s

在這一集，我將與你分享其中一個

been proven time and time again that was invented almost a hundred years ago and that is the

一直以來被證實而且是將近好幾百年前發明的典型公式—就是

AIDA Formula or the AIDA Principle. And this principle is going to help you write copy

艾達公式或稱作愛達原則。這項原則將幫助你如何讓撰寫文案

faster, better, and easier than ever before.

變得比以前更快、更好而且更簡單。

AIDA Formula So what does AIDA stand for?

所以艾達公式AIDA分別代表什麼呢?

A stands for Attention I stands for Interest

A代表關注 I代表興趣

D stands for Desire A stands for Action

D代表渴望 A代表行動

That’s AIDA!

這就是艾達公式！

So how do we use this in copywriting?

因此，我們要如何應用在撰寫文案裡呢?

A stands for Attention Well, attention, with attention what we want

A既然代表關注，那麼，注意，我們想做

to do is we want to write a headline that gets our reader’s attention. We also can

的就是能夠寫一個足以吸引讀者注意的頭條標題。我們也可以

use video on your website or in your marketing to grab your visitor’s attention. We also

利用你網站上的影片或你的行銷策略去抓住訪客們的目光。我們更

can use images either above or below our headline or video that gets our reader’s attention

可以利用置於標題上方或下方的圖像及影片去吸引讀者們，

especially nowadays when online, so many people are just scrolling through web pages not paying

特別像現在，很多人網頁只是快速滑過而不會

so much attention. What we want to do is use headlines, video and also images to stop people

特別去注意到什麼。我們想要做的就是利用標題、影片以及圖片來避免大家只是滑過去，

from scrolling so we’ll have their attention.

便能從而吸引到他們的注意。

I stands for Interest The second letter is I. I is for Interest.

(I代表興趣) 第二個字母是I，I是興趣。

How do we keep our visitor or our reader interested? The way we do that is with a strong opening,

我們該如何讓我們的訪客和讀者們對我們保持高度興趣?我們的作法是要用一個強而有力的開頭

an opening paragraph. And the way I typically do that is I ask questions that relate to

和開場段落。我通常的作法是提出一些關於

the visitor or the reader’s problems. Those questions are going to get their interest

訪客和讀者所遇到的問題。那些疑問將會引起他們的興趣，

because I’m talking directly to them.

因為我將直接了當地告訴他們。

D stands for Desire The next letter is D. D is for Desire. With

(D代表渴望) 下一個字母是D，D是渴望。

desire, this is where we present the solution which is your product or service to your reader’s

對於渴望，這是提供你能針對讀者所遭遇的問題，進行解決和服務辦法的平台。

problem. We’re going to talk about our product in the way of how it can solve our reader’s

我們將談到關於如何解決讀者問題的產品。

problems. We also want to mention your USP and explain why our product is different,

我們也將提及你擁有的專利並解釋為何你的產品

better or superior to our competitors. So that’s D for Desire.

將會比其他競爭者更加標新立異、更加優越。因此，這就是D代表渴望的意義。

A stands for Action The final A is Action. A is for Action. We

(A代表行動) 最後一個A是行動。A作為行動。我們

want our readers, our visitors to take action. How do we do that? Well, you should throughout

想要我們的讀者、訪客有所作為，我們該如何做到呢？不要只是在最後，而是必須

your copy, multiple times, not just at the end, have a call to action and that is where

在你的文案中不斷的貫徹和提及，更要對讀者們呼籲，

you tell them specifically what you want them to do to purchase your product or to take

並具體地告訴他們，你想要他們做什麼來達到你所要的產品成效或採取的

action. So that’s something you want to have multiple times in your copy and that

具體行動。因此這就是你必須在你的文章中多次提到的

is a fraction.

部分。

Addition To The AIDA Formula Now there’s one final thing that left out

針對艾達公式，現在還有最後一項，雖然不在艾達公式裡，

of the formula, out of the AIDA Formula that I’d like to add and that is proof. Something

但我想補充而且是往往會被忽略的。由於世上有太多的懷疑

that is really, really useful nowadays is proof because there’s so much skepticism

和批評，所以現今被證明非常非常有用的是證據。

and criticism in the world. So the way we use proof is we show why we are an authority

因此如何有效運用證據，就是展現出我們為何得以成為權威的證明，

and why we should be a trusted source in selling our products and services. An easy way to

而且為什麼我們的產品和服務非常值得信任。簡單的方式

do that is to mention why should people listen to you, what credentials you have, what experience

就是去提到大家為什麼必須聽從你、你有什麼樣的證明文件、你有怎麼樣的經驗，

you have, what proof can you show them that they should believe the claims you’re making

以及你能夠向他們展現出什麼證據，使他們相信你

in the sales copy. So that is P for Proof. That’s my extra addition to the AIDA Formula.

在銷售副本裡的主張。這就是P—證據。以上就是我針對艾達公式所作的補充。

I hope you’ve enjoyed this episode. My name is Jesse Forrest from StartCopywriting.com

希望你喜歡這一集的內容。我是StartCopywriting.com的傑西‧弗瑞斯