The copy is an essential part of your website. It is what attracts the attention of web users and make them stay on your website. The secret to writing copy that sells is following the A.I.D.A. rule, which stands for Attention, Interest, Desire, and Action. These are the critical elements of a winning advertisement copy.
Start with an emotionally packed opening statement that will get the attention of your reader. Often, this will make or break the attention of your readers. Make sure that on the opening words of your ad, you have caught your audience’s attention already so that they will keep reading your copy.
On different print media, the following are the essential parts that you need to pay much attention to be able to grab the attention of your readers: the headline, the opening sentence, the subject line on an email, the header on a website page, and the opening words in a telemarketing script, radio commercial, or TV spot.
After you’ve grabbed the attention your target audience, make a promise. Concentrate on the strongest interests and concerns of your target audience. Successful ad copy demonstrates a high level of knowledge and understanding of the product and the problem it solves. Tell the readers something they already know, proving that you are attuned to their needs.
Build desire for your product by telling your prospects how it will benefit them or affect their lives in a positive way. Supply convincing proof to the reader; stress a benefit and make that benefit immediately clear to them. Ads that provide specific, usable information to the readers usually get higher readership and a better response.
You may also use testimonials when applicable. Let your prospects know they won’t be the first to try you. Give results-oriented testimonials from satisfied customers who have benefited from your product or service before. Give people’s full names with their titles and companies (or towns and states of residence), but be sure to get their permission first.
Ask for action in the most powerful way possible. Tell your readers the next step in the buying process and convince them that now is the proper time to buy your product. Do you want her to call you or e-mail you for more information? Call to schedule a free consultation? Order now? Clarify what the readers have to do, and they will be more likely to do it.
Give your readers an offer they cannot refuse by giving free information, special price, free bonus with order, and the likes. The stronger your offer is, the greater the response you will get. Do not forget to include the best offer you can afford as well as a deadline of when the offer ends.
By following the steps outlined above, you can easily create sales copy that would surely encourages visitors to stick to your site and purchase your products right away, instead of trying to “wow” them with flashy graphics that may take forever to download. Remember AIDA in writing copy that sells and ensuring that your prospects become your loyal customers.