Four basic principles to write copy like a pro
The AIDA Copywriting Principles for a Copy that Rocks!
As a copywriter, I’d like to share with you some of my copywriting tips that can make your marketing material stand out, but you have to promise me that you won’t tell anyone else (Lol). And these secrets are the AIDA principles which are the essence of copywriting concepts. John Caples devised these copywriting pillars, and they stand for: Attention, Interest, Desire, and Action.
You have to grab your reader’s attention and keep it with some exciting content that triggers the desire for what you are selling and persuades him to take the action you want him to take.
Attention.
Your reader doesn’t have great spam attention; you have a few seconds to attract your audience before they are gone forever. The first words they read must be interesting enough to keep them reading your copy. Therefore you need to be attention-grabbing by starting your copy with something that genuinely attracts your audience. This attention-grabbing moment is usually in your headline or in a powerful opening. Use a catchy headline to signal to the reader that there is something for him; we all want to take advantage of what we read or watch and find something for us. Always write your copy and ask yourself what the reader can take out of this?
Interest.
Once the reader is “hooked” and keeps on reading, give him compelling content with facts, stories and data, or simply relevant information. Address your audience with the pronoun “You”, and avoid the first or the third person. Make him the most important character in your article and show that you care for him.
Desire.
Now it is time to entice him to buy your product/service. You need to trigger a desire for your brand by talking about what the product can do for him, which solution to which problem can resolve, which needs can fulfil or what goal can achieve. The benefits should always be leading your copy, but they are particularly critical than ever at this stage.
Action.
The next stage is asking the reader to take action. Many entrepreneurs forget this important part that must always be included in your copy. The action is simply a verb; it can be an invitation to subscribe/ participate/ download/ discover/buy. Don’t give too many actions but just one clear indication. Your prospect must have clarity of the action you want them to take. More than one action may be confusing, and you risk losing them at the very end of your copy, which is also the most crucial stage.
If you follow these steps, your copy will be written to win more customers and generate profits because this scheme is a proven copywriting model.
If you need some help converting your readers in buyers or simply to attract more leads drop me a line. I am a trained copywriter, and I know a few techniques to tell your story and find your audience.