Copywriting framework
6+1 — Context · Attention · Desire · Gap · Solution · Call · +Credibility
Danny Iny's replacement for AIDA on long-form.
6+1 fixes AIDA's weakest link on long-form pages — the missing 'context' beat that qualifies the reader before the hook, and the 'credibility' layer that runs underneath every other beat.
How 6+1 works
- Step 1Context
Ground the reader in their situation before selling anything.
- Step 2Attention
The sharp hook that earns the next paragraph.
- Step 3Desire
Make the after-state emotionally vivid.
- Step 4Gap
Show the distance between where they are and where they want to be.
- Step 5Solution
Reveal the mechanism that closes the gap.
- Step 6Call
One direct next step.
- Step 7+ Credibility
Layered throughout: proof, receipts, dogfooding, named cases.
Long-form essays, cornerstone blog posts, webinar scripts, sales letters longer than 800 words.
Overkill on feed content or short ads. Use AIDA or 4 Us there.
6+1 in real copy
You're a founder writing your own copy because the last three writers missed your voice. Here's the shortcut: extract the skeleton of your own best posts and hand the skeleton — not the voice — to the next writer. That's the difference between a template and a formula.
You're a course creator who keeps rewriting your VSL because the last two didn't convert. Here's the fix: strip the skeleton of a VSL that already worked (yours or a competitor's) and rebuild only the words with your own hook and offer.
See 6+1 in action
Real copy that rides on this skeleton — reverse-engineered block by block.
Extract 6+1 from any text — automatically
Paste a post that already worked into Get Text Formula. The analyzer detects whether it rides on 6+1 (or another skeleton), maps every block, and hands you a reusable template you can fill with your own message.