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...