Today, majority of people use the Internet whenever they want to find a product or a service. They do this using devices such as laptops, smartphones and tablets. This behavior is promoted by easy access to resources such as WiFi hotspots in shopping malls, restaurants, cafes, colleges and other locations of social gathering. If you are selling products or services online, you need to know how to get the attention of these people. You can do this by providing high quality content for your webpages and social media posts too. How can you ensure that your content is always eye-catching and attractive to readers? You can do this by using the A.I.D.A. copywriting formula.
This is one of the most commonly used copywriting formulas today. It is standard and commonly utilized for content marketing purposes. A.I.D.A. can easily be used for landing pages, sales pages, tweets, social media pages, social site posts and even direct mail. A.I.D.A. is an acronym that stands for Attention, Interest, Desire and Action. These are further explained below.
Gain the attention of the reader. Use the words in your content to attract them and give you some time out of their busy lives. In the A.I.D.A. method, attention is where you use an interruptive medium to attract readers. It is the first activity to perform in this formula.
This is the second activity to perform in this formula. This is where you provide the reader with information which is fresh and interesting. It should appeal to them and encourage the readers to go to go through more of your website. This information should be counter-intuitive or unusual in nature. This makes it captivate the reader. Once you generate their interest, it is time to move on to the next activity.
This is where you move to capture the heart of your reader. This makes them want what you are offering. You can do this by indicating the benefits of your product or service. Moreover, you can prompt desire by posting testimonials which act as proof of your pledge or promise.
In this step of the A.I.D.A. formula, you can proceed to ask your readers to perform an action. This can be buying your product or service. It can also be subscribing to something that you are offering in your website. This step in the formula is the last and most important since it makes the reader commit to you fully. It also generates some revenue or some other benefit for you.
A.I.D.A. is a copywriting formula that always gives rock-solid results every single time. It is recognized as the traditional, standard method of attracting online readership and generating leads and revenue for your website. Before applying A.I.D.A., you should understand a fundamental factor on how to use it.
Before you generate some creative marketing content using A.I.D.A., you should first of all make sure that you comprehend your potential customer fully. You should direct the content of your posts and webpage content directly at the individuals who are bound to purchase your products or services. By doing this, you can increase the chances of success with A.I.D.A. If this formula is perfectly matched with your database of potential readers, customers or clients, then it will work perfectly. Thus, it is important to perform some research about your target demographic and analyze its psychological tendencies in terms of affinity for accepting offers from websites. Investigate the behavior of your target clients, define it and use it to guide the content and structure of your website copy or content of your social media posts.
You can apply A.I.D.A. when you are coming up with advertisements for the products in you website. An example of such an advertisement is:
Boost the rank of your website in Google search engine results.
The SEO Professional Suite provides you with the tools, statistics, training and analytics which you need to optimize your website and make it rank much higher in the search engine results.
By applying this software suite in your website, you can stay ahead of your competition by attracting more viewers, gaining more revenue from the sales of your products or services and ranking higher in the search engine results.
The advertisement above is developed using the A.I.D.A. guiding principles. It begins with the title of the product which is SEO Professional Suite. After that, it captures the Attention of the reader by telling them what the software does. In addition to that, the advertisement generates Interest in the product by indicating what it can do for the reader. The reader’s Desire is then generated through indicating the benefits that they will get if they invest in this software product. Finally, an Action is prompted by encouraging the reader to start a trial of the product.
The A.I.D.A. formula can also be used to create social media material such as tweets. An example of a tweet created using this formula is:
“Sneak Peek! The latest version of our SEO software is out! Get faster Google Analytics and dedicated customer service. Want to experience it? Click www.seoprofessionalsuite.com/latest”
The first section of the tweet gains the Attention of the reader by boldly informing them to take a sneak peek. The second section generates Interest by informing the reader that latest software version is out. The reader’s Desire is generated by informing them about the benefits of using this latest version of the software. Their Action is then encouraged using a prompt to experience the software by clicking on a link.
From the examples above, the A.I.D.A. formula is effective and versatile. Not only can you use it for advertisements in your webpages, it can also be utilized to structure some social media posts and tweets. The formula helps you to get the desired message to your target audience clearly. Due to is nature, it has a reputation for success and is recognized as a solid formula to use for content marketing today. A.I.D.A. is versatile. Hence, you can apply it in your website, blog, social media pages and posts too.
Some people have written just one single page of great copy and ended up making a living from it for an entire lifetime and a very good living at that. That has to tell you that copywriting is everything.
You can have a great product, a great strategy, the right price and everything. But if you cannot reach your prospects with the right words you are toast. It is really as simple as that.
This should explain why the real pros spend so much time, energy and resources on the copy. Agora Publishing a $100 million company you may have heard about, spends so much time and resources on copy that it looks like they are throwing away cash. Well, the results speak for themselves.
Here are four common mistakes you will find in most copy intending to sell. Looking at it from another angle these are four terribly important keys to copywriting that will end up selling like crazy. If you correct, or get these four pillars right from the start, then you can turn around things dramatically.
Even seasoned copywriters forget this one way too often. Humans are passionate, emotional beings and decisions are never made based on logic. It is all emotional and what we do is look for the logic when the decision has already long been made. You have probably heard this said too many times. So why is it that your copy has a weak emotional pull at best and none at worst?
Your logical appeal, no matter how good will never score with the customer if there is no emotional appeal. Indeed great copywriters will start with the emotional and then move on to the logic when they have already found a way to work up the prospects’ emotions.
Start by deciding what specific emotional appeal you want to go with. That will be the right emotion that will win over your prospect and turn them into a paying customer.
Apple is the perfect example of how powerful emotions can be when it comes to selling by appealing to an audience. Everybody still talks about the Apple Computers Super Bowl commercial. The rest of the hundreds of Super Bowl ads that have been run on the same slot over the years are long forgotten. And the Apple emotional appeal reigns to this day. How else would you explain “logical” folks going out of their way to purchase a much more expensive computer that will do less than an ordinary one selling at a fraction of the price? Today they are still long lines of very eager people waiting to buy whenever a new iPhone from Apple is released.
In your copy always focus on generating lots of emotional appeal all designed to create a desire in your prospects to buy.
Every day you will see endless examples everywhere of features being emphasized rather than the benefits to the customer. When you make this mistake, what you are actually saying as a seller to your prospect is; I have this and that and so many other features, you need to buy. Features are all about you the seller. When in actual fact selling is all about the customer you want to make a purchase.
Why should they care? What will they benefit? How will it help them? How will they look in front of their friends with your product? What will people say about them? This is what your sales copy should focus on.
You will need to get into the shoes and the heart of your prospect because it is the only way to reach their wallets.
Somebody once said that the best way to learn to be a great copywriter is to do door to door sales. Not everybody can do that. But you can picture yourself on a buyers’ door and the skeptical scowl on their face as you write your sales copy and it will make a huge difference because it forces you to focus on them and what you can say and offer that will reach them and change that glare into a smile. The only way to do this is to dwell on telling them how they will benefit, how their lives will change and how it is all about them.
A great way to avoid listing features is to actually start by listing them first and then writing down all the benefits that accrue to the customer from each feature. In your final copy you can then list those benefits in order of importance; importance to the customer and not you or your technical department.
Let’s go back to that skeptical look on the face of your prospect as you stand at their door. You can be sure that making general sweeping statements will not change the look on their face. Rather than say, “what I am selling is very good.” Be more specific and say; “Your neighbor Mrs Andrews got one of these a few days ago and I have just been to see her before she came here and she told me (something specific the product did for her).”
That would be what you would say if you were a door-to-door salesperson. In your copy instead of saying customers have improved their Internet speed 100% to exaggerate (just a little) on the 96.5 results you actually got in your tests, just say 96.5%. That is much more believable than a sweeping 100% which could easily be made up by anybody, anywhere sitting in front of a computer. Go on to say in your copy where the customer is located (at the very least, what State?) and details of what the situation was like before they purchased.
That is being specific and specific is much more believable. And believable is more than half the battle to sell won.
What is the one secret, the game-changer, in the massive sales that Amazon.com achieves? That should be a no-brainer. It is the testimonials. Experiences from actual buyers are so powerful that it is an easier decision to buy on Amazon testimonials rather than down at the store actually holding the product in your hands and examining it carefully.
Testimonials say things you cannot say. For instance compare you saying your product is the best and a testimonial from a verified buyer saying, “this is the best product I have purchased so far.” Or “this product rocks!” Those are things you cannot say about your product. You cannot even get away with saying customers have said so to you.
Treat testimonials as gold and go out of your way to get them from your customers. And then liberally sprinkle them in your copy and see what happens to your sales.
If you are a good writer, you should be able to pick up copywriting. The key behind copywriting is that you must understand that you’re writing in a different style and to a different audience.
You must learn to communicate with the audience in a way that persuades them to buy the product or service that you are writing about. There must be an initial connection that is made or else you’ll find that you’ve lost the audience’s attention. In this day and age, people are inundated with the number of advertisements that they see every day and quickly discard any advertisement that does not fit within their perspective immediately. You must realize that your writing cannot be for the entertainment of an audience now but rather to sell a product or service.
As a quick introduction to some of the important points on learning copywriting, the first key is to pay attention to the headline. The headline is read more often than copy. If you cannot catch someone’s attention with the headline, you wasted the rest of your sales copy. You have only has about five seconds in which you can grab a person’s attention and the headline is one the most important factors in being able to pull that attention. This is just an example of copywriting and what you must look for.
You want to focus on the words “You” and make them “want” something rather than fulfill their needs. And, use the word “And” to keep them engaging, guessing, wanting more of what you are about to offer. Create loops, rinse and repeat till you have them beg for your product.
Hopefully this article on learning copywriting has helped you. The key to being successful and copywriting is to learn from what you do. If you constantly read and continue to develop your skills, you’ll find that you will become a great copywriter.
It is hard within a single page to truly give you an idea of what it takes to be a copywriter but a copywriter is a person who sells. Your goal is to educate an audience in a way that persuades them. This is the only difference between how you currently write and how you will write as a copywriter.