[Fragment Source]: The Complete Manual of Copywriting Creation
R: original fragment
? Make good use of "BFD copywriting formula"
To impress the sales target at the same time in three levels: rationality, sensibility and individuality, you have to understand what Michael masterson, a copywriter, called the "core complex" of consumers, that is, the emotions, attitudes and desires that drive them to buy. These core complexes can be expressed by BFD formula, namely belief, emotion and desire.
1 faith
? What do your audience believe? What's their attitude towards the product? What do they think of the product's ability to solve problems?
? Step 2 feel
? How do they feel? Are they confident? Still nervous and scared? What do they think of important issues in life, business or industry?
? Step 3 desire
? What do they want? What are their goals? What changes can your product help them achieve in their lives?
For example, a company specializes in holding communication seminars for information technology personnel to learn interpersonal skills. They hired a marketing company to hold a group meeting, and the information technology personnel did the BFD formula exercise. The results are as follows:
? 1 faith
Information technology personnel think they are smarter than others, technology is the most important thing in the world, users are stupid, and management doesn't appreciate them enough.
Step 2 feel
Information technology personnel usually oppose management or users, although both are their customers. They feel that the other party doesn't like them, looks down on them and doesn't understand what they are doing.
? Step 3 desire
Information technology personnel want to be appreciated and recognized. They also prefer to deal with computers and try to avoid dealing with people. They hope to have more budgets.
According to the above analysis, especially the feelings of information technology personnel, this company wrote a direct sales letter, which later became the most successful marketing of the lecture "Interpersonal Communication Skills for Information Technology Personnel". The letter has a rather unusual title: "Do you want the end user to die? The following is important news for information technology personnel. "
Before writing a copy, you might as well describe your target market with BFD formula. You can also share these descriptions with the work team and get to know them. The next step is to write a copy based on this knowledge.
I
? what
This paper introduces a copywriting formula-BFD copywriting formula, which can impress the sales target at the three levels of rationality, sensibility and individuality at the same time, and drive consumers to believe, support and desire for products, so as to achieve the understanding of sales and purchase.
? why
The purpose of sales copy is to let consumers buy and sell through the content of the copy. If you want to drive consumers to buy, you must know what the target customers believe, what their attitude towards the product is, what they want, what the product can help them achieve, and so on. BFD formula can not only describe the target market, but also communicate and share with the work team, so as to acquire * * * knowledge and achieve multiple goals.
? How to:
First, understand faith. Understand the needs, beliefs and attitudes of customer groups.
Second, experience feelings. Understand customers' feelings and speculate on important issues.
Third, find the demand. Explore products that can meet customer needs,
? where
Copywriting, product sales.
When promoting products, accurately understand customer needs, and at the same time be able to interact with the team in real time to achieve sales goals.
A 1
Two weeks ago, a friend asked me online if I could help his company solve the employment problem of a large number of interns. Although I am in charge of school-enterprise cooperation, it will be more convenient to implement it in my college and help students find internship, considering the industry and needs of enterprises.
According to the above information, analyze it with BFD copywriting formula. The new friend's company industry is big health, with a demand of more than 50 people, a huge number, and urgent employment. We are also aware of the urgency of the demand. It happens that a group of students in the college have not found employment internships, and students also have needs, which can just achieve docking and solve the problem that no one in the enterprise and students can't find internship positions.
Aortic second sound
Objective: To help a small number of students find employment internships and help enterprises find suitable talents.
Action:
1 Send a message to a friend immediately to learn about the industry information and needs.
2. According to the information, understand the urgency of demand.
Dock students, sign agreements, and make publicity copies for student groups.
Reward and punishment: realize docking and reward yourself with a pair of headphones; If it doesn't come true, you will be punished for contributing articles.
Twelve comments
I won't repeat what I have repeatedly praised before.
Highlight: How didn't drop the noun directly, but became an executable action. This is great ~
Key points that can be popularized:
Scholars all say they like suggestions, so please mention more ~
1, how can it be expanded? Look at the original, a good template. It lists many detailed questions that can be asked. And demonstrated with examples. Does this help you to understand better? Can it be integrated with your own understanding? Do you find it difficult? The hard part is the process of pulling your mind.
Besides the very clear scenes given in the original text, where else can you think of? Still not suitable for what kind of place? This is very difficult. Similarly, the knife is getting sharper and sharper. You can refer to other multiple-choice questions to find out your feelings.
3, a very big problem (but easy to correct): A 1 should point to the past. It's what you really did, not what you can or will do after you learn to paginate.
Personally, I feel that when you say "analyze with BFD copywriting formula …", you are analyzing with BFD now, instead of looking back at that time, you really solved the problem in a way similar to BFD, and then looking back to find and reflect on what you did well. ?
The process of PS, A 1 parsing can actually be put in I, which is a good example ~
4. How does 4.A2 compare with the SMART rule? Do you have a deadline to achieve this goal? Can we directly measure whether this goal has been achieved? Try using the formula I posted in the group to see what it feels like. Not necessarily the same, you can try.
5. Action of 5.A2: The action should correspond to How as much as possible, or include (not limited to) the method of How. You can use the BFD method at a certain step (this is the first step). For example, I plan to write with the BFD method, and you can make a draft, which will promote your deeper understanding of BFD.
what
This clip is a writing skill of sales copywriting, called BDF copywriting formula. Using this copywriting skill, our products and services can really touch the hearts of consumers.
why
What are the advantages of this method?
As we all know, no matter what we do at present, we can't avoid "selling". Before selling products, we must stand on the consumer's point of view, list customer portraits according to the needs, and make more targeted sales copywriting, especially using BDF copywriting formula to find products through "beliefs, feelings and desires" to solve the needs of consumers, so as to gain the recognition of consumers.
Disadvantages of not using this method
If you sell just for the sake of selling, you may run into a wall or be rejected.
how
Specifically, the following three aspects are needed.
1? Faith: Understand each other's attitude towards problems, desire to solve problems, and recognition of our abilities.
2? Feeling: the other person's feeling about this problem, and the influence this feeling brings to the other party, whether it is positive or negative, and the degree of influence this feeling has on the other party.
3? Desire: does the other party want to change the influence of this problem, and do we have the ability to help the other party realize the expectation of change?
where
Under what circumstances can this method be used?
1? Product sharing meeting
2? sitting room
3? sell
A 1 activation experience
Under the policy of double reduction, how do parents plan their children's study well?
(Understanding beliefs) What help can parents get through activities or institutions, and what promotion can children get?
(Digging Feelings) What are your feelings about home at present, anxiety or confidence?
(Arouse desire) Understand the influence of these feelings on parents and what parents want to change.
A2 uses BDF formula.
Parents: Double reduction policy, good homework, and the current epidemic situation, children can't be self-disciplined at home and can't study consciously, which is a headache.
Me: How does your baby study? Do you believe in efficient learning methods? What is your choice of institution? (For example, some of our classmates spent 65,438+10,000 yuan before, but they didn't get promoted. Finally, the way of punching in with us has improved by 26 points. )
Action: In this way, communicate with parents or pay a return visit this month, and record the feedback information of parents, and take the initiative to contact parents for 3-5 times a week.
Reward and Punishment: Buy yourself a treasure hunt.
Twelve comments
Special highlights:
What are the steps, huh? But also explains
In the action of A2, I saw the realization of the specific method, which was great.
Where it can be improved:
1 is also the place of How, because we have to teach others How to do it, and doing it well is to turn how into action.
There are two ways. The first is to turn each step into a verb-object phrase (or a short sentence with action), which can be referred to as knowing and waiting for homework.
The second way is to add action to the introduction of how: we can analyze and understand each other from the following three aspects.
2. A 1 If you want to talk about a specific thing that happened to you in the past, you can think about it. Is there a thing that happened in the scene of Where, something related to BDF, and you didn't use this method, or used the opposite method, and got unexpected results? Think about when, where, between you and who, cause, process and result. So, what reflections have I given you compared with my post-it notes?
3.A2 Set a goal (clear, measurable, time-bound and related to paging). All actions revolve around this goal, and the implementation of all actions can narrow the distance between reality and goal. Try to add a goal ~? Can you try using the A2 target template shared in the group?
The first day's homework was excellent, especially for me, and my accuracy and understanding ability were greatly improved.
Look at one according to the feedback, and then look at other selected homework, and slowly find the feeling ~?
Come on, keep calling for you!
What: What is the formula of BFD copywriting?
The writer Michael masterson's DFD copywriting formula mentioned the "core complex" of consumers, namely, beliefs, feelings and desires. That is to say, we should stand in the position of consumers and fully understand them and their views? Listen to their feelings about problems or contradictions and what problems they want to solve most.
Why: Why use the BFD copywriting formula?
In the face of consumers, two things are difficult. One is to sell the products to others and put the money in others' pockets into their own pockets. The other is to let others agree with their own ideas, that is, to put their own ideas into other people's heads. DFD copywriting formula can help us solve these two problems, understand customers from the perspective of customers or users, and further analyze customers' beliefs, feelings and desires, so as to truly grasp customers' needs and impress sales targets.
How to: How to Use BFD
1 faith
Understand consumers' views, further understand consumers' attitude towards products and their ability to expect products to solve problems.
Step 2 feel
I am worried about whether the product can solve my most concerned problem, and the after-sales service takes a long time to deal with the problem or no one follows up.
Step 3 desire
Eager for products to solve the most concerned problems, hoping to bring changes and results.
In which: applicable scenarios
The branch hopes that the headquarters training center will hold a special course on the management of problem employees at the middle and primary levels, so that they can learn the skills of communication with problem employees and disciplinary treatment. Very suitable for BFD's copywriting formula.
A 1: review experience
In 2020, the branch hopes that our headquarters training center will open a course for team leaders to deal with problem employees. After receiving this task, we hired a teacher, briefly introduced the company background and the requirements of the company leaders to the external teachers, and began to implement this training.
Process: The teacher spoke very well, the atmosphere was lively, the students found it interesting and everything was harmonious.
Results: After the training, we conducted a follow-up survey and found that there were still many problems. After the research, people seldom use them, and they all think these methods and tools are inappropriate.
A2 Future practice
BDF copywriting formula can be used when organizing company training courses in the future.
The first step is belief B: Understand the employees' opinions: what they think when facing the problem employees, and how to deal with them at that time.
The second step is feeling F: What is the most intense conflict and the most successful thing when facing the problem employees?
Step 3 Desire D: What is the most eager problem to solve? What support and resources do you want most?
Reward:
Follow the above steps to achieve the goal. If the effect is good, reward yourself with a day off. If it is not achieved, we should reflect on whether the methods and steps are used properly.
Twelve comments:
I noticed that:
Yun Fei made a very popular explanation in his own language, which is still very good!
You can find the specific application scope in your own works. Can you expand a category, such as applying it to a certain situation, so that learners can easily find their own scope of use?
A piece of paper:
A 1 Post-it notes are a concrete event, a complete story and a vivid story of personal experience. Great!
The reflection can be reflected there. Reflection can closely link experience with knowledge points, and then help to better understand I?
The result of the event is that the effect is not good and the methods and tools are not suitable. So, what if Yun Fei is asked to further reflect on the reasons? Looking back at the course of the incident, what is the connection with BDF? You didn't do anything? Or do it again. You can use BDF. How?
A2' s goal has found a very suitable scene, which is great!
The future is far away. In order to make this thing meaningful, we can further define and concretize this time.
For example, next week or next month or before one day, I will organize a training class and use the BDF copywriting formula.
If possible, add: use BDF copywriting formula to achieve … effect/purpose?
Whether the goal is achieved, the more measurable, the easier it is to return after the action. Did it really come true? What's the matter? Implementation will also be implemented.
In a word, A2 makes every effort to ensure that we "apply" this method and "achieve" this goal.
The first homework is very powerful ~? You talk a little too much. You can start from a certain point and gradually improve.
Yun Fei must be reading other students' homework, with different styles, outstanding highlights and absorbing its essence.
Keep moving!
Why a good copy, poke people's hearts, pay to take home!
Brush friends circle, watch live broadcast, watch group purchase, unconsciously attracted by advertisements, and buy directly! I wonder if you have this desire to buy? Therefore, in this fast-paced era, it is more important to express your chest directly!
1, which can make people look for the sound of * * *
2. It can awaken people's purchasing needs.
3, it can go straight to the depths of people's hearts.
What Michael? Masterson suggested that to solve the "core complex" of consumers, we can use BFD formula to write a copy!
We can impress consumers from three levels: rationality, sensibility and individuality, so that they have the mood, attitude and desire to buy, and then sell the products!
Among them, a copy of BFD formula is applicable to
1, marketing programs, advertisements and activities, marketing is to create a sales atmosphere, so that consumers have a desire to buy in the atmosphere! The use of BFD formula is more appropriate, especially for short advertisements!
2, MBO interview, interview is to make the other party eager for the goal through communication and their beliefs and feelings are consistent, BFD formula just fits this application!
3. Some articles and consulting services that drive the desire for goals are also applicable!
But it does not apply to official documents, economic and literary articles, etc!
How to apply BDF formula to copywriting?
1, looking for faith
Whether selling products or building personal ip, it is very important to convince people and solve problems for them, which gives people a belief and the same belief!
Anything is possible! Isn't it telling us that if we work hard, we may become the faith we want?
2, * * * feeling
For a product, different levels and different people, their needs will be different, but they may have the same feelings! Find * * * blare, immediately close the distance between each other!
For example, for those who drift in the north, Guangzhou and Shenzhen, a sense of security and home are their * * * sounds! Give you a five-star home, it is better to give you the taste of a mother's home every meal!
Step 3 satisfy your desires
Desire is what we want, what we want very much. When we know what we want, they will almost give everything to get it!
For example, house prices can wait, but children's childhood can't wait! As parents, who doesn't want to spend a wonderful childhood with their children, high-quality educational resources and services?
A 1
? Half a month ago, we jointly held a parent-child open class of "Xueba Efficient Learning Method" with a chain custody!
? The purpose of holding this open class is to activate the students in custody to sign up for our weekend camp!
? The whole open class is centered around children's learning methods and experiential teaching, so that parents can bet with their own eyes that children can feel the learning efficiency with or without methods! Finally, launch our weekend camp course!
? In this open class, there were 9 groups of families present, parents who did not report for training on the spot, 2 people who consulted on the spot, 3 people who intended to be parents, 2 people who finally reported for training, and 2 people who need to follow up!
? Reflection:
Parents all know that a child's learning ability is the ultimate destination, and in the open class, parents also see the changes of their children and the differences with other children, which makes them feel a little less than 99. Even so, the training effect is average! The reason is:
1, I didn't do anything to satisfy my desire at the scene, but the course didn't do anything to clinch a deal at the scene, and the benefit of follow-up afterwards decreased!
2. In the process of * * * feeling, improving children's learning ability is the same feeling of parents present, but the key points of memory test are not fully explained, so that parents can't really see their children's level and room for improvement! Then there is a lack of desire to buy!
Aortic second sound
As an open class, the purpose is to apply for training, and the goal in the next 1 month is to improve the explanation of processes and courses, and conduct two more open classes!
? Action:
1, polish the content of ppt courseware, write a draft word by word, and practice against the courseware until the key points are not forgotten!
2, improve the process division of labor, the details in the form of a table, each activity can be clear according to the division of labor!
3. Communicate with the partner institutions and set the class time!
I hope that through the above action plan, I can form a consistent belief with the person in charge of the institution, parents and children: efficient study, double happiness! And through the improvement of the process and the proficiency of courseware, parents and children are eager to have efficient learning methods!
? Reward:
Two open classes successfully enrolled 10 people, and the team was rewarded for short-distance travel.
Twelve comments
Plum blossom, especially wonderful little composition ~
How can I put it? As a reader, I don't feel or even understand the original text, but after reading this I-note, I feel very clear, clear and interesting, and even want to apply it immediately!
As for the highlights, you should fully understand how hard you write, where is the wonderful pen, and even feel that you will flow in the process of creation ~?
A 1 The story elements of post-it notes are all there. This incident can be traced back to the process of pushing classes at that time. Through the screening of BDF control, we can reflect on our wishes and feelings that we can do better, not rigid, not missing, and more flexible and pragmatic ~?
A2 The goal is clear, and there are concrete actions to narrow the distance between reality and the goal.
The areas that can be improved are:
Can you specifically list in A2 how to use BDF formula to achieve the goal-to find faith, * * * sound feelings and satisfy desires?
That is, how to form a consistent belief with the person in charge of the institution, parents and children through the method of fragments, and make parents and children eager to have efficient learning methods through the improvement of the process and the proficiency of courseware?
In other words, it would be better if it could be reflected in A2' s plan.