The formula is similar to the first one, but it is oriented towards a rational approach rather than towards evoking emotions. In it, in order to convince the reader, the author must logically prove the advantages of his proposal. Explanation:
Attention . Similar to AIDA, first grab your audience's attention with a headline, then with interesting content.
Comprehension ("understanding") . This direct mail marketing for personal injury email list means that potential customers should not only be interested in the product and see the value of your offer, but also understand its significance.
Conviction . Convince readers that they will make the right choice if they buy a product or order a service from this particular company. For example, show reviews and positive statistics on the use of the product.
Action . Call on the audience to perform a useful and necessary step. For example, order a service, leave a request for a call back, register.
Niches for applying the ACCA formula : B2C and B2B.
The article can be of any length.
This formula was created by the German scientist van Goldmann in 1953, so its abbreviation consists of German words:
Definitieface ("face definition") - determine the needs and desires of your target audience. On the one hand, this can be a preparation stage, on the other - a stage of attracting attention. If you know the desires of potential clients, then you can already write an article. In it, you need to talk about what worries people.
Identificateiefase ("identification phrase") - show the needs of the readers. Tell them that they can be satisfied with your offer.
Bewijsfase (Proof phase) – lead potential customers to certain conclusions. Prove that your company’s products are the best choice for them.
Acceptance phase - predict how people will react to your article and address any potential objections.
Bezitsdrangfase (the "want to buy phase") - create a desire to make a purchase. For example, talk about a promotion that is about to end.
Afsluitinngsfase ("closing phase") - make the ordering process comfortable: place the button in a visible place, connect popular payment methods, and so on.
ACCA (Attention Comprehension Conviction Action)
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