What is the AIDA Formula?
Posted 11-17-2008 at 09:52 AM by Robert Plank
Tags action, attention, copywriting formula, desire, interest
http://www.youtube.com/watch?v=gTQykgQq0J4
The AIDA formula (Attention, Interest, Desire, Action) is the only formula you really need to know when you write ads. It is the foundation of all selling and the sooner you understand the formula, the sooner copywriting will become an intuitive and simple process for you. Remember: Attention, Interest, Desire, Action.
First, you have attention. This is the point of any headline, e-mail subject line, or the first few seconds of an audio ad. A good headline is a newsworthy half-statement that explains the benefit of what you are about to explain, without actually giving it away. An even better headline hits on your prospect's factual, emotional, and imaginative centers.
Next, you build interest through storytelling and bullet points. Interest equals benefits plus curiosity. List out the features of your product, like each chapter or video section, but do not describe those as-is. Instead, rewrite those features by asking yourself, "So what?" Then answer that question.
You will end up with more half-statements, much like the headlines, that tell prospects what the product will do for them, without giving away any huge secrets. Tell them what happens when they buy from you and what bad things will happen if they don't buy.
Later in the ad, move onto desire. Instead of just listing benefits, tell prospects what they will gain after they use your course or product. List out testimonials and case studies. Save the biggest benefits for this section and make them drool.
End with the action phase. Get them moving. Do you want prospects to call a phone number, click an order button, or type in an e-mail address? Tell people exactly what you want them to do after reading your ad, why they will do it, and what will happen to them after they do.
Apply the AIDA formula, that same formula every copywriter uses... on your e-mail marketing, direct response sales letters, even AdWords ads and everyday conversations, and you simply will not fail with copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
The AIDA formula (Attention, Interest, Desire, Action) is the only formula you really need to know when you write ads. It is the foundation of all selling and the sooner you understand the formula, the sooner copywriting will become an intuitive and simple process for you. Remember: Attention, Interest, Desire, Action.
First, you have attention. This is the point of any headline, e-mail subject line, or the first few seconds of an audio ad. A good headline is a newsworthy half-statement that explains the benefit of what you are about to explain, without actually giving it away. An even better headline hits on your prospect's factual, emotional, and imaginative centers.
Next, you build interest through storytelling and bullet points. Interest equals benefits plus curiosity. List out the features of your product, like each chapter or video section, but do not describe those as-is. Instead, rewrite those features by asking yourself, "So what?" Then answer that question.
You will end up with more half-statements, much like the headlines, that tell prospects what the product will do for them, without giving away any huge secrets. Tell them what happens when they buy from you and what bad things will happen if they don't buy.
Later in the ad, move onto desire. Instead of just listing benefits, tell prospects what they will gain after they use your course or product. List out testimonials and case studies. Save the biggest benefits for this section and make them drool.
End with the action phase. Get them moving. Do you want prospects to call a phone number, click an order button, or type in an e-mail address? Tell people exactly what you want them to do after reading your ad, why they will do it, and what will happen to them after they do.
Apply the AIDA formula, that same formula every copywriter uses... on your e-mail marketing, direct response sales letters, even AdWords ads and everyday conversations, and you simply will not fail with copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
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