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PAS/AIDA not so much anymore?

by Wytnyt
5 replies
Once a month I reread old ads and a random copywriting/marketing/sales book in my collection, and then the next week I try to look for present-day sales letters that impress me enough for me to add it to my swipe file.

I've noticed a number of new letters that introduce the product right at the beginning. I haven't tried that for any of my clients, nor have I tried testing it.

Do you or do you not think that having the product right at the top will reduce the effect of your copy? I was just wondering if any of you tried doing something like that. How did it go?
#anymore #pas or aida
  • Profile picture of the author CharismaticMannequin
    In Gene Schwarz's book, "Breakthrough Advertising", he basically says the following:

    If the prospect isn't aware of your product, but only their problem/desire, your headline/intro should focus only on the desire/problem.

    If they already know about your product, you start with it, and explain how it's better than other similar products. There's no point introducing a product as if it's new, if it's really not. That just makes you seem like an ass, and the prospect will leave.

    It's your job (if the prospect isn't aware of the product) to introduce it to him, leading him through your copy, and introducing your solution to his problem at the very end (your product).

    Likewise, it's your job if the prospect IS aware of the product, to explain how it's better than any competitor's equivalent. You're therefore not introducing the same problem, but a different solution, an improved one.

    Just out of curiosity, which products were introduced first in the copy? Also note that this is a rule, and rules are often meant to be broken, or at least have exceptions. Once you fully understand a rule and how it works, you then have the power to know when it's meant to be bent or broken.


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    • Profile picture of the author masterz
      Originally Posted by CharismaticMannequin View Post

      In Gene Schwarz's book, "Breakthrough Advertising", he basically says the following:

      If the prospect isn't aware of your product, but only their problem/desire, your headline/intro should focus only on the desire/problem.

      If they already know about your product, you start with it, and explain how it's better than other similar products. There's no point introducing a product as if it's new, if it's really not. That just makes you seem like an ass, and the prospect will leave.

      It's your job (if the prospect isn't aware of the product) to introduce it to him, leading him through your copy, and introducing your solution to his problem at the very end (your product).

      Likewise, it's your job if the prospect IS aware of the product, to explain how it's better than any competitor's equivalent. You're therefore not introducing the same problem, but a different solution, an improved one.

      Just out of curiosity, which products were introduced first in the copy? Also note that this is a rule, and rules are often meant to be broken, or at least have exceptions. Once you fully understand a rule and how it works, you then have the power to know when it's meant to be bent or broken.


      Ben.
      Ben from your response it seems that you are suppoting the fact that the AIDA principle still works-no matter the time and age. i cannot agree more with this.
      @OP the introduction of a product at the beginning, some people say works with low priced products - $7,$17, and in some cases $17
      while for higher priced products, it doesnt seem so effective
      hope you get the point
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      • Profile picture of the author Wytnyt
        Originally Posted by masterz View Post

        Ben from your response it seems that you are suppoting the fact that the AIDA principle still works-no matter the time and age. i cannot agree more with this.
        @OP the introduction of a product at the beginning, some people say works with low priced products - $7,$17, and in some cases $17
        while for higher priced products, it doesnt seem so effective
        hope you get the point
        Yes, I do. Thanks. Although I've heard about what you've said somewhere before, it wasn't for the product itself but for the price of the product.
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  • Profile picture of the author Wytnyt
    I totally get your point, Ben. Thanks for bringing that up.

    It would make sense if your prospects have been primed to wait in your list for your product launch (or something similar) that the result wouldn't suffer if the product were introduced at the top of your sales piece.

    I don't like to mention the product, but similar letters can be found here. Heh
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  • Profile picture of the author DoWhatWorks
    I personally think that it's always better to lead with the answer to "What's in it for me." In other words, start by stating the main benefit your product or service provides. I think the one exception to this might be if you have a product with a very intriguing and/or controversial name, which also might hook them into the rest of the salesletter.

    -Terry


    Originally Posted by Wytnyt View Post

    Once a month I reread old ads and a random copywriting/marketing/sales book in my collection, and then the next week I try to look for present-day sales letters that impress me enough for me to add it to my swipe file.

    I've noticed a number of new letters that introduce the product right at the beginning. I haven't tried that for any of my clients, nor have I tried testing it.

    Do you or do you not think that having the product right at the top will reduce the effect of your copy? I was just wondering if any of you tried doing something like that. How did it go?
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