The key to writing is to "think about the story"! (with case studies)
In direct marketing, there is something called the "AIDMA model"; are you familiar with it?
Proposed in the United States in the 1920s, the AIDMA model describes the psychological process of consumers in response to advertising.
AIDMA model
A: Attention
I: Interest
D: Desire
M: Memory
A: Action
Later, in 2004, the AISAS model was proposed in Japan by the advertising agency Dentsu.
AISAS model
A: Attention
I: Interest
S: Search
A: Action
S: Share
While these are marketing principles, it is important to understand that there are steps involved in achieving results when sending a message to someone.
And when writing text, there are also steps to ensure it is "conveyed" to the other party, which I will introduce here.
In direct marketing, it is said that the title is important, but what is its role?
It is to "get them to read the next part".
What I mean by "next" is the subtitle, the table of contents, or the main body of the text.
Therefore, a title needs elements that "grab attention" and "spark interest" so that people want to read it, which in turn leads to the action of "getting them to read the next part."
If you can learn to write text while keeping the "AIDMA model" or "AISAS model" in mind, a future where you are entrusted with work related to sales and customer acquisition might just come your way.
Now, let me introduce some concrete examples.
First, please take a look at this text.
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Thank you for your continued support.
This may be sudden, but when it comes to virus countermeasures, the key is to boost each individual's "natural healing power."
Therefore, this time I would like to introduce a wonderful health-related device.
This device was originally used overseas; it performs a full-body health check and then goes on to check at the organ and cellular levels as well.
We are currently in a season where various viruses are spreading, but early detection is important for everything.
Being able to detect things early also leads to prevention.
It is said that even if the same virus enters the body, the degree of onset varies depending on the level of one's natural healing power.
That is why it is important to do things that increase your natural healing power.
We have already purchased and started using it at our company, and we are surprised by its high level of precision.
Although the price is a bit high, if you think of it as being for your own health, I am sure you will find it to be a good value.
A company can only function because it has employees.
And people cannot do good work unless they are healthy.
That is precisely why companies need initiatives to ensure their employees stay healthy at all times.
If you are interested in the device introduced here, please feel free to contact me, [Name].
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While the writing is polite, unfortunately, it lacks 'A' and 'I'.
Here is the revised text, written with 'A' and 'I' in mind.
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Thank you for your continued support.
This may be sudden, but... it seems that when it comes to virus protection, the key is to 'boost your natural healing power'.
I am going to share a 'true story that sounds like a lie,' so please take 30 seconds to read the rest.
By placing the headphones connected to your computer against your temples, clicking the Enter key on your computer, and waiting for about 3 minutes, it will perform a full-body health check, including checks at the organ and cellular levels.
'Wait, is that really true??'
That is why this is a 'true story that sounds like a lie' (laughs).
What is surprising is its accuracy.
It hits the nail on the head regarding past surgeries, chronic illnesses, and symptoms you are aware of.
'Wait, is that really true??'
That is why this is a 'true story that sounds like a lie' (laughs).
Even more surprisingly, when signs of an abnormality appear, it also performs maintenance.
'Wait, is that really true??'
Our company purchased these 'all-purpose headphones (pseudonym)' and conducted health checks on all employees for a month, and those who need maintenance perform it voluntarily.
Even people like me who initially said 'That's definitely a lie!' have all changed their tune to 'That's amazing!!'
If you are interested in such a 'true story that sounds like a lie,' please feel free to contact me, [Name].
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Both are around 500 characters, but don't they leave a different impression when you read them?
Which one would you feel like asking a question about?
Which one would you feel less resistance to when you think about asking a question?
By the way, here is one reaction to reading this text.
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Thank you for your continued support.
This is XX from ■■.
A story that sounds too good to be true... it sounds a bit fake, lol.
However, it sounds interesting, so I am curious.
Science is not yet omnipotent, and the possibilities are infinite, after all.
I would appreciate it if you could send me the detailed information.
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As the saying goes, "the opposite of love is indifference," so when you write and publish a text, the saddest result is "no reaction."
To avoid such a result, if you are conscious of "A" and "I" as part of your writing training, the way the same content is conveyed will change completely.