Issue 4 of Write Copy That Converts
A few more points on being persuasive, then let’s get started writing.
Now that you know what you need the reader to do and what their pain points are, here are a few more things to keep in mind before we start writing.
As referenced before, we need to make it about the reader, not about ourselves. Based on your research, you should have some ideas as to the goals and dreams the readers have and how your product will bring them closer to that.
Now you can start your writing. Copywriters frequently use formulas as a starting point to their letters.
One of the most famous formulas is AIDA. Alec Baldwin’s character in Glengarry Glen Ross quoted this one.
The acronym stands for Attention, Interest, Desire, Action.
First, we need to get their attention. Once we have their attention, we need to get them interested in what we have to offer. After that comes the reader’s desire for what we have to offer. Finally, we get them to take action.
Exercise: Brainstorm 3-5 subject lines you can use to get someone’s attention. Be careful to avoid anything that will trick the reader into clicking. That will work one time and then you will lose credibility with the reader.