An improved and expanded version of the ACCA model with evidence and benefits
Posted: Sat Feb 01, 2025 10:10 am
The AAPPA formula stands for:
Attention/awareness or attention and awareness. Consists of clarifying a problem or situation without focusing on the “pain”.
Advantage or advantage. Demonstration of all the advantages of the product.
Prove or evidence. Confirmation of benefits with outlook email list specific facts and figures.
Persuade or persuasion. Persuading a potential client to accept your decision by listing the pros and cons in detail.
Action or action. Consists of ending the sales text with an effective call-to-action (CTA) – exchanging contacts, subscribing, etc.
Example: "Do you often lose your keys at the most inconvenient times? Especially when you are in a hurry or your child is late for kindergarten? A well-known problem. Frequent lateness leads to the failure of urgent matters and in 60% of cases – because of lost keys. A great solution would be the "Nepotreyaika" keychain. It can respond to a whistle when a bunch of keys is under furniture, a pillow or other objects."
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153438
The Role of Humor in Modern Selling Content
Humor can be used to increase the appeal of advertising and make it more recognizable. Millward Brown conducted research, the results of which showed that advertising activities with elements of humor have higher engagement rates. It follows that if you want to sell something to people, you need to sell them an emotion.
To use humor in advertising effectively, you should carefully consider what image or aura of the company you want to create.
Let's look at an example of sales content at MTS, where in 2020 management discussed how and what they could do to interest a more advanced segment of the target audience. In the search for a solution, together with the BBDO agency and semiotics experts, a study was conducted showing that there are several types of humor that can be used in modern sales content.
Emotional or life-like. This is easy-to-understand and straightforward humor, with the help of which everyday situations are played out.
Cognitive or irrational. Humor that is delivered through subtexts and allusions and requires thoughtfulness.
Unifying or light. Good-natured and positive humor for all age groups.
Aggressive or sharp. Cynical, divisive humor.
There are other types of humor, namely brutal, cultural, accessible, absurdly sharp. Today, all of them are the basis for various types of selling content.
Attention/awareness or attention and awareness. Consists of clarifying a problem or situation without focusing on the “pain”.
Advantage or advantage. Demonstration of all the advantages of the product.
Prove or evidence. Confirmation of benefits with outlook email list specific facts and figures.
Persuade or persuasion. Persuading a potential client to accept your decision by listing the pros and cons in detail.
Action or action. Consists of ending the sales text with an effective call-to-action (CTA) – exchanging contacts, subscribing, etc.
Example: "Do you often lose your keys at the most inconvenient times? Especially when you are in a hurry or your child is late for kindergarten? A well-known problem. Frequent lateness leads to the failure of urgent matters and in 60% of cases – because of lost keys. A great solution would be the "Nepotreyaika" keychain. It can respond to a whistle when a bunch of keys is under furniture, a pillow or other objects."
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153438
The Role of Humor in Modern Selling Content
Humor can be used to increase the appeal of advertising and make it more recognizable. Millward Brown conducted research, the results of which showed that advertising activities with elements of humor have higher engagement rates. It follows that if you want to sell something to people, you need to sell them an emotion.
To use humor in advertising effectively, you should carefully consider what image or aura of the company you want to create.
Let's look at an example of sales content at MTS, where in 2020 management discussed how and what they could do to interest a more advanced segment of the target audience. In the search for a solution, together with the BBDO agency and semiotics experts, a study was conducted showing that there are several types of humor that can be used in modern sales content.
Emotional or life-like. This is easy-to-understand and straightforward humor, with the help of which everyday situations are played out.
Cognitive or irrational. Humor that is delivered through subtexts and allusions and requires thoughtfulness.
Unifying or light. Good-natured and positive humor for all age groups.
Aggressive or sharp. Cynical, divisive humor.
There are other types of humor, namely brutal, cultural, accessible, absurdly sharp. Today, all of them are the basis for various types of selling content.