What's Your Favorite Step-By-Step Structure for Copywriting Sales Pages?

by BJ Min
13 replies
Hi,

What is your favorite & most effective STRUCTURE for sales pages?

Is it A-I-D-A (Attention - Interest- Desire - Action)
or any other things? (Problem - Deepen Problem - Solution - Action)

or anything else?

What is the MOST effective for you???

thanks
BJ
#copywriting #favorite #pages #sales #stepbystep #structure
  • Profile picture of the author Sarah Johnson
    I like one by Michel Fortin called QUEST. It is similar to AIDA.

    Q-qualify the reader and prepare them for what is about to be discussed
    U-understand the reader by reaching out to them
    E-educate the reader on the fact that there is a solution
    S-stimulate the reader on the offer
    T-transition the reader from prospect to buyer

    Check out Michel Fortin's blog to read more about it. www.michelfortin.com/want-better-copy-go-on-a-quest.

    ~Sarah Johnson

    www.sarahjohnsoncopy.com
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  • Profile picture of the author BrianMcLeod
    Well, if we get to start making cool acronym formulas, I want in...

    H - Holler at 'em - Gain their attention
    E - Express your empathy with a gripping tale.
    L - Lambast the *******s that created the problem they're having
    L - Legwork - Show 'em that you walk the walk with proof
    Y - Yell at the *******s some more and needle that pain again...
    E - Educate them on why your solution is the best fit for them
    A - Action - demand that they take it, right now
    H - Handle any lingering doubt or objections with risk reversal

    Trying to make that work was kind of a pain in the ass...

    Forget it... Michel's is way better. ; )

    Brian
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    • Profile picture of the author procopywriter
      Originally Posted by LoudMac View Post

      Well, if we get to start making cool acronym formulas, I want in...

      H - Holler at 'em - Gain their attention
      E - Express your empathy with a gripping tale.
      L - Lambast the *******s that created the problem they're having
      L - Legwork - Show 'em that you walk the walk with proof
      Y - Yell at the *******s some more and needle that pain again...
      E - Educate them on why your solution is the best fit for them
      A - Action - demand that they take it, right now
      H - Handle any lingering doubt or objections with risk reversal

      Trying to make that work was kind of a pain in the ass...
      LOL! I love it. A classic for the ages.

      Here's another one specifically for the internet marketing niche...

      H = Holler hyperboles using as many exclamation points as possible.
      Y = Yap endlessly about how much money you've made.
      P = Push the sale as hard as you can.
      E = Explain what a loser your reader is if he doesn't buy.

      I should win a spot on the Copywriter's Hall of Fame for that one.

      Aaron
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      Joshua Aaron Stanley, The 'Spiritual' Copywriter:
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      • Profile picture of the author MontelloMarketing
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        Remind Them Of All They've Read...
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        • Profile picture of the author TimSchaefer
          Ha! I love "HELLYEAH"

          How about a market-specific formula? Just whipped this one up:

          BIZ OP

          B - Beat them over the head with high $$ earnings achieved (no matter how rare)
          I - Incite lust for having these type of results too
          Z - Zap 'em with an "I was once in your shoes" story
          O - Over-emphasize with plenty of hype about how "different" this product/system/etc. is
          P - Push the product down their throats while reaching for their wallet

          But in all seriousness, in spite of the "formula" you use, always remember that you're having a CONVERSATION with your reader. If you get caught up in step 1, 2, 3, 4 and so on, you'll end up sounding... well... formulaic.

          Don't just ask, "Hmm, how can I get attention here?" or, "Alright, now to sprinkle in proof."

          Ask, "How will this attention connect me to my reader?" and, "How will my proof support what we've been talking about?"

          Tim
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          • Profile picture of the author 56villages
            You MUST talk to the reader in everyday language. Speak as if you were speaking to a friend. Allow the reader to imagine his or her life without your product. Describe his or her pains and regrets.

            Then do the same for the pleasure of using your product. Describe how his or her life will be different after using your product.

            Call a friend and talk about your product with excitement to him or her. Record that conversation and have it transcribed. Forget you are recording. Be natural. Use everyday language. Use colloquial terms like "it's not that kind of party". And voila... you'll have your sales letter. Well, that is after you tweak and format it with testimonials, guarantee, call to action, etc.
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  • Profile picture of the author Raydal
    Originally Posted by BJ Min View Post

    Hi,

    What is your favorite & most effective STRUCTURE for sales pages?

    Is it A-I-D-A (Attention - Interest- Desire - Action)
    or any other things? (Problem - Deepen Problem - Solution - Action)

    or anything else?

    What is the MOST effective for you???

    thanks
    BJ

    The question is not "What is the MOST effective for you?" but
    "What is the MOST effective for the product?"

    There are several sales letter structure but you must know which
    to use for which situation, market and product.

    This is actually one of the first lessons I discuss with my copywriting
    students but the one I'm not willing to let go for free.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author FitJerk
    I think it depends on what market you are in. I don't believe that one formula works best for everyone.

    For my market...

    A- Attention
    P- Problem
    S- Story (this story includes how the competition sucks balls)
    S- Solution

    Works pretty good... and maybe some NLP thrown in by making them imagine that their fat ass isn't so fat anymore a month or two down the road after they get what I have to offer.

    Sounds sneaky, but since I have a product do back my shit up... it's pretty relevant.

    But who said relevance is necessary to "sell"? =)
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  • Profile picture of the author Raydal
    The interesting thing about it is that all the other structures
    are really just versions of A-I-D-A (Attention - Interest- Desire - Action).

    They simply break up the AIDA into smaller parts. AIDA is therefore
    foundational to all the others.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author RedPhoenix
    The Nine Step Method - Which is a more detailed version of AIDA

    1) Headline - Capture attention (main benefit of product) the most read part of any sales letter - 90% success or failure of your sales depend on it.
    2) Subheadlines - expand headline build excitement
    3) Body Benefit(s) - bullet points & short powerful paragraphs
    4) Reason(s) (to buy)
    5) Free bonuses - add value
    6) Guarantee - make reader feel secure - demonstrates confidence in the product & removes risk by offering money back if not satisfied
    7) Summary - (press those emotive buttons one more time - contrast & scarcity)
    8) Offer/Price - Slashed to... price/value small relative to value of product/package
    9) Your Name & Photo. Plus Postscripts (the second most read part of a sales letter.) A powerful summary of the offer that calls for immediate action

    In the style of PPP - personal, passionate & pointed (clarity)
    Layout should be simple & well spaced with paragraphs about 3 - 5 lines.

    A method I am going to test is a simple version of AIDA
    1) Powerful Headline
    2) Emotional Story (based on the archetypes of human nature)
    3) Powerful bullet points based on the story (to ignite desire)
    4) A call to action - offer/price contrast & scarcity
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    "Excellence is not an event it's a habit" - Aristotle 384 BC
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  • Profile picture of the author scorpions84
    Wow! I didn't know that there are soooo much template in making sales copy..hahaha...

    So far I only knew 3.

    AIDA(Almost everyone knows it)

    L - Let them think their needs.
    O - Override what they know.
    R - Reinforcement; add more backup(testimonials)
    N - Negate what they know
    A - Action

    F - Force them to believe you
    E - Extrapolate what they can be after having the product.

    So far, I only use AIDA
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    • Profile picture of the author zapseo
      This is great.

      I LOVE the "HELLYEAH" formula ...

      But I agree with Ray -- everything stems from AIDA.

      In fact, I could go even further...

      All of the parts of AIDA have one thing in common -- attention. It's just a variety of the type of attention that you are getting...

      You could reduce the formula down to A = Attention -- and then break that down into two parts:
      A - Getting Attention
      B - Keeping Attention

      The reason headlines are so important is that if you do the getting of attention well enough, keeping the attention is a LOT easier...

      Or -- phrased another way -- for you physics folks out there...the prospect is in a state of inertia -- the headline puts them into motion (of reading your letter) -- and, in the great laws of physics, things in motion tend to stay in motion. (it's friction that causes things to not stay in motion...so, you have to reduce friction in the copy to keep the reader reading...)

      Live JoyFully!

      Judy Kettenhofen, Profit Strategist/Copywriter
      NextDay Copy
      NextDay Copy
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