Danny Iny’s 6+1 Formula
Described in detail here on Smashing Magazine, Danny Iny of Firepole Marketing also offers a spin on the AIDA model. His isn’t in acronym form, which I kinda dig because I’m very skeptical of acronyms – they’re just too convenient.
Here’s how Iny’s six-step formula goes:
- Consider the context
- Grab attention
- Move the reader swiftly to desire a solution to their problem
- Present the consequence of failing to act, which Iny calls “the gap”
- Present the solution, telling only as much as is necessary to get to the next step
- Call the prospect to act
The +1? It’s to be credible throughout and always.
What I particularly like about the formula – aside from context and credibility(which are generally unspoken must-dos) – is the gap.