The First Time I heard About This Copywriting Formula, It Changed Everything!
By: Sadaf Tanzeem
Tags: Copywriting, Copywriter, Formula 1, Sales, Marketing

Never stop testing and your advertising will never stop improving - David Ogilvy

Even though I'm not a fan of formulas. But this one, I can't really help but use. Because whenever I don't use it, my copy doesn't make any sense, perhaps fail.

And the formula is, drum roll please..

AIDA — Attention. Interest. Desire. Action.

This is primarily taken from Gary Halbert letters and believe me or not but it works.

Okay let's elaborate it a little, if it works then how does it work?

Attention!

Woaw! It seems like I'm asking your attention. Well, up to an extent I do.

So, when your ad comes in someone's way, he is probably be rushing, perhaps scrolling down. Your job is to tell him, HEY! STOP! LISTEN TO ME! And that's pretty much clear to every copywriter. But the question is how will you do it?

OKay. I'll tell you how to alter your headlines.

> State your claim as a question.

Who else wants to_________?

Would you like to ___________?

Or perhaps, would you like to make $100,000 through a blog?

Or, who else wants to make $100,000 in a highly lucrative market in British Columbia?

> Tell them the insider secret in the headline. You're giving out benifit for free.

> Make the subject like a news headline, people read news all the time. “New Discovery”, “ Introducing_____”, “Discover_____”.

Always keep in mind, they never read or believe or do anything at first. You need to make them.

Better to use the proven work and test out if it works for you.

So the next important thing is,

Interest

Now that you have them stopped in the middle of whatever they were doing. You have their attention. And losing someone after getting his attention is like slamming the door, right on his face after inviting him over. Do you wanna do such a thing with your reader? Do you? If no, then make your opening appealing. You can do it simply by relating it to them. If he is able to relate himself with your words, then you've got him. And you can only do this, if you know exactly who your audience is. So before doing anything. Understand your audience. Their needs. What they want from life? What's causing them pain? Where do you come in there? How can you help?

For example if your product is a razor, you would say something like,

So your boy is growing and turning into a man. He has given up on all those high school kids’ outfits. He now wants to become more like his father. His features are changing along with it …..

And so and so. I hope you got my point.

Always write like you're talking to one person. And anyone (particularly in your define audience) if happen to read your copy, he should feel like you're talking to him. And that's how it continues.

So now that you made them read your first paragraph. Your purpose is to make them read the next, then the next and so on until you have them to your call to action.

One thing that people do is, they scroll a lot. Yeah, all thanks to memes. They skim, scroll and scan. So never underestimate the power of P. S. It should always make them go back and read again.

Desire

Now that they're interested and still reading. They probably like your product. Hey, wait! Are you still reading too? Ah! I get it you like my article too right? Great! :p

So, since your audience like your product they want to buy it too. But, why on earth should they buy from you? Who are you? Why do they trust you in the first place?

So, answer these questions already. Put yourself in their shoe. Yeah, show some empathy.

“I know now you must be thinking_____.”

Good question.

And there you go. You can add a little bit of me. Yea, that's okay. Just a little bit.

“We are serving people since 1886. This many people use our product daily …”

Or you can add a short video or something. Talk about what makes you different. And then make an irresistible offer. Tell them how you're gonna solve the problem. You can use bullets, one statement.

Easy to use

Gives exactly what you want.

Reduce your study time by months, reduce your stress.

Make it easier for them to justify. Tell them, “but let's be frank, you wouldn't have read up to this point, if you didn't want it.”

“You're here because you want a better career and lifestyle than you have now.”

Offer a refund within whatever time limit suits you. Most startups fear this. That the people will take advantage of you this way or so. And let me make you clear one thing, THEY WILL TAKE ADVANTAGE OF YOU! Yes, they will. But the point is if you're making 10 times more sales with a risk than without one. So it's totally fine if you have to refund a little part of it. And if almost every one is demanding a refund. Well, then let's be honest. Your product sucks. And you need to fix it. In fact, it can be to your advantage, whoever is demanding refund will probably mention the problem it is causing. And if majority of the answers match each other then you know what to fix. As simple as that.

So, now when their desire is to buy from you. It's time for some action.

Action

Take them with you. Lead them by your hand at each step. Tell them exactly what to do.

“Click on sign up. Fill up the form. It will take you to a page ….”.

Then finally end it with a need of urgency. Because people are procrastinators. They procrastinate all the time. If they say they'll do it tomorrow or perhaps will buy it tomorrow. Well, let me assure you, that tomorrow will never come.

You can say, “ the stock is limited. Only this many items are left. First come first serve. Or the offer expires at midnight”.

But there's one thing. If we talk about courses, you cannot always apply it. In some cases you can, like limited seats. But that doesn't go well with an online course. You can add an irresistible offer that ends at midnight. But if you told them the offer ends at midnight and they see it again a couple of days later. Then, the tiny piny reputation of your offer will be lost. And they won't believe you next time. So, don't do that.

The one ultimate scarcity you can add to your course is, the higher prices. Tell them, “the price will be raised soon, as we're constantly adding more valuable stuff, videos to it.

Today it is available at $475,but soon it can go up to $600. So grab it now! And have the lifetime access to everything inside. Buy Now!

In conclusion.

I will recommend you to learn this formula by heart. AIDA. And next time you write a copy. Try it and measure your results.

And of course tell me if it works.