Issue 5 of The Ultimate Guide to Copywriting
Once you have a white knuckle grasp on who your prospect is; know your customers pains and desires; and have a headline that’ll drag him/her in like demonic tornado it’s time to lay down some copy.
Productivity usually plummets at this stage. People find themselves drowning in writer’s block… wondering “what now?”
Well fear not, the famous AIDA formula (popularized by the legendary Gary Halbert) will pluck you from the crushing coils of writer’s block.
The AIDA formula acts as a skeleton for most sales letters. It is structured around the wavering interest levels of your reader. Which helps you anticipate his thoughts, questions and objections.
A – Attention
The opening, where you snag your prospect’s attention and quickly convey that what you have to say will benefit him. Usually the headline and the opening sentence.
I – Interest
This is where you pique the interest of your reader, by either “rubbing salt in his open wounds” (agitating his pain), or by weaving a story that highlights how he’ll fulfill his desires.
D – Desire
Your reader is interested in your offer. Now it’s time to “stomp on his greed glands” and arouse his emotions by describing how your product/service will enhance his life.
A – Action
After your product sweeps the reader of his feet, this is where you invite him to take action. Usually to buy, download, click or subscribe.
Try for yourself!
If you spend too much time gazing at a blank screen with a blinking cursor…use the AIDA formula. It’ll inject your copy with a smooth flow and structure that holds your readers attention and doesn’t let go.