AIDA – Back to the Best-Selling Basics
Let’s demystify the copywriting process with the oldest, simplest and most successful sales structure: AIDA.
A = Attention
I = Interest
D = Desire
A = Action
Let’s face it, complexity is not always best, especially in copywriting where the last thing we want to do is confuse or overwhelm the potential customer.
So, back to the basics of sales psychology with AIDA. In fact, you can use this structure in any piece of copy, not just sales copy.
No horrible sales shouting here, but a title or headline to your piece that immediately catches the reader’s eye. Spend maximum time playing with ideas for effective titles. Clever puns can hook the reader, but more often than not simple, clear headlines capture the most interest. Use the headline to pose a question to the reader, or use proven formulas, e.g: ‘How to…’ or ‘12 ways to…’ You get the drift.
Now for the challenge – you don’t want to bore your reader silly once they’ve started to scan through the copy. Remember that people don’t read word for word, line by line – they flip through to get the juicy bits, just like you do looking for the juiciest, tastiest fruit at a market. One of the best ways to keep your reader hooked is to give scanning guidance via the strategic use of subheads. Often subheads are the only copy to be read, so use them wisely and to the reader’s advantage and benefit.
How delicious can you make your copy? How many problems can you solve for the reader? How much richer can they become? How much smarter? How much more attractive? The list goes on. Their eyes should be almost popping out now. And they’ll often go back at this point and re-read the copy properly, just to reinforce their emotional purchasing decision.
Make it clear to yourself what you want this reader to actually do! I know it sounds silly, but often this is overlooked or not clear in copy. Do you want them to buy now, click now, contact you? Keep adding benefits at this final stage to ensure that their decision to buy is still satisfied and justified.