Ukunakwa, Intshisekelo, Isifiso, Isenzo
Igama elithi AIDA libhekisela kokunakwa , Intshisekelo, isifiso (noma isinqumo), Isenzo, futhi ingenye yezimiso zokusungula zokukhangisa kakhulu zanamuhla nezokukhangisa. Eqinisweni, kuvame ukushiwo ukuthi uma ukukhangisa noma ukukhangisa kwakho kungekho kwesinye sezinyathelo ezine ze-AIDA, kuzohluleka. Futhi izohluleka kanzima.
Manje, ngenkathi leso sixwayiso singabi yiqiniso (umkhankaso wokwazisa noma ukuqwashisa awudingi isidingo sokusebenza ngalowo mqondo wezwi) udinga ukwazi nge-AIDA, futhi uyisebenzise uma kunokwenzeka.
Umthetho oyidingayo ukuze ufunde kahle ngaphambi kokuthi uwuphule. Ngakho-ke, masihambe kwelinye lamatshe ekhoneni lokukhangisa kwanamuhla nokukhangisa ... imodeli ye-AIDA.
Lapho i-AIDA ivela khona
U-Elias oyiphayona lokuthengisa nokuthengisa. USt. Elmo Lewis, umlando owawungena ehholo lokukhangisa lodumo ngo-1951, wahlanganisa le nkulumo futhi esondela. Kwaqala emuva ngo-1899, lapho uLee ekhuluma "ngokubamba iso lomfundi, ukumtshela ukuthi enze ikhasimende kuye." Ngo-1909, lokho kwashintsha izikhathi eziningana, "ukuheha, ukuvusa isithakazelo, ukukholisa nokuqiniseka." Akukude nomfanekiso we-AIDA manje osetshenziswa emhlabeni jikelele.
Ukunakwa
Futhi ebizwa ngokuthi "Ukuqwashisa," lokhu yingxenye evame ukukhohlwa yibo abakhangisi abaningi namuhla. Kucatshangwa nje ukuthi abantu bazothola umkhiqizo noma isevisi njengothakazelisayo njengoba iklayenti yenza, kodwa lokho akuvamile neze. Ngokudabukisayo, izikhangiso eziningi zifinyelela ngqo ku-Intshisekelo, futhi ngaleyo ndlela zinyuka, Qaphela, ukuthi isikhangiso sizohluleka.
Isikhangiso singaba njengenhlakaniphi noma sokuthonya njengoba ufuna, uma kungekho muntu obona, yikuphi iphuzu?
Ukuheha ukunakwa komthengi, indlela engcono kakhulu ebizwa ngokuthi ukuphazanyiswa. Lena yindlela eyenza umthengi ukuba anake. Kungenziwa ngezindlela eziningi, kubandakanya:
- Indawo: Ukubeka izikhangiso ezimweni ezingalindelekile. Lokhu kuvame ukubizwa ngokuthi i- guerrilla noma imidiya embi.
- Isici sokumangaza: Ukuthola abantu ukuba banakekele kungenziwa kalula ngokushaqeka. Lokhu kungenziwa ngezindlela eziningi, isithombe esivamile kakhulu esithombeni sokuvusa ucansi. Yiqiniso, noma yini oyenzayo kufanele ihlanganiswe nomkhiqizo ngandlela-thile.
- Ukwenza ngokwezifiso: Kunzima ukungazinaki okuthile uma kuhloswe kuwe ngqo. Lokhu akusekho icala ngeposi ngqo, njengoba konke kungumuntu oyedwa. Kodwa cabanga ufunda isikhangiso sephephandaba bese ubona igama lakho esihlokweni. Ungayifunda yini?
Inzalo
Uma usuqaphele, kufanele ugcine. Lokhu empeleni kuyinkimbinkimbi kunesinyathelo sokuqala, ikakhulukazi uma umkhiqizo noma isevisi yakho ingenasisekelo ukuqala ngawo (cabanga ngomshwalense, noma imikhiqizo yasebhange).
Izinkampani eziningi ziye zakwazi ukuhamba kahle ngokuthola imininingwane yonkana ngendlela ejabulisayo futhi engakhohlwa. Izitolo ze-Geico zenza lokhu kahle, izikhangisi ze-Geico Gecko ne-Cavemen zengeza izinhlamvu zobuntu kunoma yimuphi isihloko esomile.
Uma ubhala i- imeyili eqondile, ungathwali umfundi ngamakhasi amaningi wombhalo osindayo. Qhubeka ukhanya, kulula ukufunda nokuphula ulwazi ngemigqa engavamile nemifanekiso. Lokhu akufanele kube nzima kanzima, naphezu kwakho konke, uthatha isikhathi sakho sokubaluleka.
Isifiso
Uzibambe, futhi uzigcine. Manje, kuwumsebenzi wakho ukwakha isifiso. Kumele uguqule indaba oyitshele yona engeyona kuphela ehambisana nalokho okwenzekayo, kodwa futhi ingenakuphikiswa. Ama-infomercials empeleni enza lokhu kahle, ngokubonisa imikhiqizo ngezimo eziningi ezihlukahlukene.
"Yebo, kuyinhlangano enhle yokupaka, kodwa wazi ukuthi ingaba nayo yonke inyama yenkukhu, futhi yenza izinhlangothi ngesikhathi esifanayo? Futhi ingenza i-dessert futhi, futhi kulula ukuyihlanza futhi ingathathi isikhala." Uqhubeka ubeka amaqiniso, ukuxuba kumlingiswa othile nokukholisa, kuze kube yilapho umbukeli noma umfundi ephethe isiphetho esisodwa kuphela - "le nto impela kimi! Empeleni, ngimangele ngikwazi ukuhlala ngaphandle kwalokhu eside! "
Esikhathini esibucayi seGlengarry Glenn Ross esine-Alec Baldwin (okungcono kakhulu) lesi sinyathelo kuthiwa yiSinqumo.
Kuyinto efanele futhi, kepha kuthatha isinyathelo esengeziwe sokuthi isifiso sesifikile kakade, futhi isinqumo sokuthenga sifike (noma cha, uma usenzile umsebenzi ompofu wokuthengisa).
Isenzo
Uma umthengi esesewe kuleli phuzu, unomsebenzi owodwa ongakwesokunxele. Yilokho-ke, umsebenzi obaluleke kakhulu, futhi uvame ukubizwa ngokuthi " ukuvala ukudayiswa ." Enkantolo, lokhu kuzoba yisimangalo sokugcina esivela kummeli. Usuvele ubeke icala, manje sekuyisikhathi sokubeka uphawu lo mkhiqizo futhi kukuqinisekisile ukuthi uvumelane nezimpikiswano zabo.
Kuyafana nokuthengisa umkhiqizo. Futhi godu, ama-infomercials enza lokhu kuhle (nanyana kungakalungi ukusho okungenani). Ngemuva kokubonisa umkhiqizo, futhi ekuqinisekiseni ukuthi uyayidinga, bavala ukuthengiswa nge-offer offer. Lena yi- call to action (i-CTA). Bazoqala ngentengo ephezulu, bayiphonse phansi kuze kube yilapho sekuyingxenye yesithathu yentengo yokuqala, bese bekunikeza ukuthengiswa kwezinto ezimbili kanye nokuthumela mahhala. Usemthethweni kwi-hook kulelo phuzu.
Akudingeki ube yilokho okusobala. Uma ufuna isenzo sokwenza ucingo noma ukuvakashela iwebhusayithi, yenza lokho. Uma ufuna ukuba baye embukisweni wokubonisa umshini wokuhlola, thola indlela yokuzikhiphela ezihlalweni zabo. Uma uhluleka esiteji sesine, uma bengathathi isinyathelo, khona-ke usuke ufuna ukushiya umqondo ohlala njalo futhi omuhle ngomkhiqizo wakho. Yingakho ukwenza umsebenzi omkhulu ngezinyathelo ezintathu zokuqala kubaluleke kakhulu.
Ukucabangela Ukuvala
Manje ukuthi uyazi ukuthi i-AIDA iyini, nokuthi ungayisebenzisa kanjani, ungase uzibuze ukuthi usetshenzisiwe kanjani ngokuphumelelayo ekukhangiseni, ekukhangiseni nasekwakheni. Ngenhlanhla, imboni igcwele izibonelo, njengoba kungenye yezisekelo zobuciko.
Uma kuziwa kumklamo we-poster, isibonelo, cishe zonke izithombe ze-movie eyodwa ozibonayo zihambisana ne-AIDA. Kufanele. Umnqopho wedwa we-movie ukuhlolisisa, ukudweba isithakazelo sakho, ukukunika ngesifiso sokubukela i-movie, bese uhamba uthenge ithikithi. Ezinye izibonelo zamaphosta usebenzisa i-AIDA zingatholakala lapha.
I-imeyili eqondile ingumgqugquzeli omkhulu we-AIDA, futhi ngesizathu esihle. Iphakheji leposi elimele kumele likuhole kuzo zonke izinyathelo ezine uma lizophumelela. Uma ihluleka ukubamba ukunaka kwakho (ngendlela efanele) izophonswa kudoti. Kodwa ngisho nangemva kokuba uqaphele, kufanele ukukumeme ngaphakathi, ufunde ukuthi ufunde, kukuthole ukukhipha umkhiqizo noma isevisi okunikezwayo, futhi-ke, kukugqugquzela ukuba ushayele ucingo, chofoza noma uthenge.
Ngisho ne-imeyili ethobekile inenkinga efanayo, futhi i-AIDA yisisombululo. I-subject line izobamba ukunakwa kwakho. Okuqukethwe kwe-imeyili kuzophakamisa isithakazelo sakho futhi kuvuselele isifiso. Futhi isenzo sokugcina kufanele kube ukuchofoza okulula nje.
Uma ufuna ukubona isibonelo esizohlala nawe isikhathi eside ngemva kokufunda lesi sihloko, udinga ukubuka lesi senzakalo esimangalisayo kusukela ku-movie Glengarry Glen Ross. U-Alec Baldwin unemizuzu embalwa nje kuphela, kodwa ukusetshenziswa kwakhe kwe-AIDA akunakuqhathaniswa. Manje ... hamba futhi wenze okufanayo.