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How
to Write Sales Copy Using the AIDA Principles  |
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Advertising
Tips
A.I.D.A' stands for - Attract - Interest - Desire - Action |
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These
are the four vital components of any successful advert, in whatever
form it appears.
Attract - The most vital part of any advert, email, leaflet, sales letter, brochure or any other promotional activity. Tell your prospects IMMEDIATELY precisely 'what's in for them'. Without answering this question, why should anyone read any further? Make your headline compelling, attention grabbing and totally irresistible to your target market, or you will lose them. Interest - Once you have successfully attracted your prospect you must keep their interest. Re-emphasising and expanding on the headline, assuming that your headline includes the main benefit, can do this. If they like your headline they will want more of the same, so immediately follow on from the benefit in the headline. Desire - You need to create desire in a prospect, because they will buy what they "want" not necessarily what they need. You can do this by introducing bullet points or some more punchy copy. Either way you need to give the clients reasons to desire, to "want" to own your product or service. One of the best ways to do this is to look at the features of your product or service. Firstly write them all down and then alongside write "which means that...". What comes next is the rest of the benefits to the prospect: why they may want what you are selling. Action - Strange though it may seem the call to action is most definitely required. Just because you have put your address, phone number or e-mail address etc on the bottom of your leaflet means nothing. You must use words like 'Call Today', 'Call Now to avoid disappointment!' 'E-mail us today', 'Fill in the reply slip below and post it free today', and so on. Make it as easy as possible for prospects to contact you, because most people are lazy and so the simpler the better. Tell your prospects what they need to do to take action. A well-written, properly designed advert, placed in the right publication, in the right position, will without doubt increase response and ultimately sales.
A
'Headline' in an advert is like a door to a room. If it doesn't
do its job you just don't go in and it all ends there. That is how
vitally important a headline is. After all, if your advert has a
headline that doesn't attract anyone, why would they read any further?
When someone is flicking through a newspaper, what is it that makes him or her stop and read an article? You can bet that almost every time it's the headline. So the way to attract your prospects is to use a headline and not your company name emblazoned across the top. This is especially noticeable in your local newspapers. Many advertisers plaster their business names across the top. The newspapers themselves aren't bothered; they just want the advertisers' money. This is a total waste of advertising space. To really make a difference with your advertising, always use 'Benefit Orientated Headlines'. "What's in it for me" is what the vast majority of readers are looking for, so tell them. The fact is around 90% of the effectiveness of an advert is down to its headline. Writing a killer headline is simpler than it might sound. Every feature of your particular product or service has an associated benefit. To find the benefit here's a little help: What
is your product or service going to do for your prospect? Here's some Great Headline / Subject Line Word Combinations How
to..... How Would..... How Much..... 100% Guaranteed….. How You
Can..... Who Else Wants..... Profit From..... |
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