Introduction
We’re back with another entry in our in-depth series on copywriting frameworks. We’ve already covered AIDA, PAS, BAB, 4 P’s, 4 C’s, 4 U’s, and QUEST. Now, we’ll turn our attention to a multifaceted approach known as the 6+1 Model. This framework focuses on seven key components: Problem, Solution, Target Market, Unique Selling Proposition, Offer, Urgency, and Guarantee.
What is the 6+1 Model?
The 6+1 Model goes through the following stages:
- Problem: Identify the key problem your target audience faces.
- Solution: Present your product or service as the solution to the problem.
- Target Market: Specify who your ideal customers are.
- Unique Selling Proposition (USP): Explain what sets your offer apart.
- Offer: Detail what you are providing.
- Urgency: Indicate why it’s urgent for the customer to act now.
- Guarantee: Offer assurance or a guarantee to eliminate any risk.
Why the 6+1 Model Works
This framework covers almost all the bases. It’s comprehensive, which makes it particularly effective for long-form copy like sales pages or email sequences.
Breaking Down the 6+1 Model
Problem
Clearly state the problem to resonate with your audience.
Example:
For a language learning app: “Struggling to learn a new language?”
Solution
Show how your product solves the stated problem.
Example:
“Master any language in just 20 minutes a day with our app.”
Target Market
Specify your target demographic.
Example:
“Perfect for busy professionals and students.”
Unique Selling Proposition (USP)
Highlight what sets you apart.
Example:
“Uses advanced machine learning algorithms to personalize your learning experience.”
Offer
State clearly what your product or service entails.
Example:
“Get access to 30 languages for the price of one.”
Urgency
Create a sense of urgency to encourage immediate action.
Example:
“Sign up now and get 50% off your first month.”
Guarantee
Offer a guarantee to ease any last-minute hesitations.
Example:
“30-day money-back guarantee, no questions asked.”
6+1 Model in Various Industries
Automotive
- Problem: “Fed up with sky-high fuel costs?”
- Solution: “Our electric cars offer a greener, more affordable solution.”
- Target Market: “Ideal for city dwellers and environmentally conscious drivers.”
- USP: “Features a unique solar charging system.”
- Offer: “Book a test drive and receive a free charging station installation.”
- Urgency: “Limited offer for the first 100 customers.”
- Guarantee: “5-year warranty on all electric parts.”
E-commerce
- Problem: “Can’t find high-quality, sustainable clothing?”
- Solution: “Our eco-friendly line offers durability and style.”
- Target Market: “Great for fashion-forward, environmentally-conscious consumers.”
- USP: “Made from 100% organic materials.”
- Offer: “Buy one, get one 50% off on all tees.”
- Urgency: “Sale ends this Sunday!”
- Guarantee: “Free returns within 30 days.”
Conclusion
The 6+1 Model is your go-to framework for comprehensive, detailed copywriting projects. By covering each aspect thoroughly, you are more likely to address all potential concerns and objections from your target audience, thereby increasing the likelihood of conversions.
Next in the Series
Next up, we’ll explore the OATH framework, designed to segment your audience based on their readiness to purchase and tailor your messaging accordingly.
Additional Resources
- Books: “The Copywriter’s Handbook” by Robert Bly
- Online Courses: “Copywriting Masterclass: Writing that Sells” on Coursera