Do you also believe copywriters are gifted? Well, a lot of people do think so, believing that it takes tremendous talent in order to write great selling articles and advertisements. Do you sometimes wish you also had this gift?
Am I wrong to assume your answer is “yes” to at least one of these questions? Well, of course some are gifted but certainly not all. What I do know though, is that they all have one thing in common and that is, they all adhere to a simple four step formula which anyone can use to bolster their copywriting skills:
In order to remember this formula, think of the word, “AIDA”
- A = Attention
- I = Interest
- D = Desire
- A = Action
Okay, so this is how it works…
A = Attention
As you can imagine, there are billions of articles competing with each other online so your first priority, is get the reader’s attention using a great attention-grabbing title. In essence, your heading should speak directly to the reader.
Let’s say for example that you’re doing an article concerning dog grooming. Your reason for writing this article is so that once the reader has finished reading, they click on a link at the bottom of the page which in turn takes them to your website where you sell dog related products.
So, if this was the case, then you could consider a heading or title such as:
1 – The Importance of Keeping Your Dog Well Groomed
2 – Effective Dog Grooming in 3 Easy Steps
Now you need to ask yourself which of these two titles are more like to make a viewer read your article. In all probability, the majority of people would click on the second title.
I = Interest
Okay, so you’ve created a title which has sparked an interest in the viewer, causing them to start reading your article. The challenge you face now, is keeping them interested and this can be tricky as the average Web surfer only has a very short attention span. Of course you’ll feel disappointed when you learn that you reader left after just twenty or thirty seconds but you may as well realize one thing right from the start, unfortunately this is just the way it is. If you really want your visitor to stay, read the entire article and then click on your link, you have to captivate them by targeting their emotions or alternatively, their ego.
A possible example of this, in relation to the examples used in this article, you could perhaps start off by asking how long it takes to groom their dog or how much money are they throwing away each month rather than grooming their own dog in three easy steps.
This tactic is aimed at putting your viewer in a position which will soon allow you to create a desire in them. By asking how much money they are throwing away, and insinuating that they need not be, you are giving the viewer hope. Of course you can expand further on this as well depending on the subject of your article.
Once you’ve done this and expanded or elaborated as much as you need to, the time is right for you to create desire.
D = Desire
If we use the dog grooming example above, you could now start discussing the three steps mentioned in your title. You can point out just how easy your product or solution is to use and also just how reasonably priced it is. In essence, this is your opportunity to establish yourself as an authority on the subject, as far as the reader is concerned.
On the other hand, if this were a sales letter, you would now be laying out the facts, explaining features and presenting testimonials. Furthermore, you could also be highlighting any special offers or promotions and then continue on to make potential customers aware of any special acknowledgments the product may have won. In fact, you need to mention anything which you feel has the potential for making the viewer want your product.
A = Action
In the case of an article, your call to the buyer is via your signature at the end of the article.
In the case of a sales letter, you also call out to your reader towards then end of the letter by appealing to them to sign-up for your free email newsletter or online catalog, in fact whatever else it is that you’re wanting them to do. A common tactic here is to encourage them to do as you’re asking by offering a reward in one form or another.
Go on, at least give the AIDA formula a try. This isn’t my idea or my concept. It’s been used for ages by marketing specialists for one reason only, and that is because it works.