subject: The Four-step Method to Creating Marketing Pieces that Sell by:Kristie Lorette [print this page] Advertising and marketing professionals all over the world know a secret four-step method to creating marketing pieces that sell-the AIDA Method. And today, I'm going to share this four-step method with you.
AIDA stands for:
* Attention
* Interest
* Desire
* Action
Use it to create your marketing pieces-advertisements, brochures, email blasts, and more. Combine this method with everything else you've learned over the past few days and you're sure to see results.
Attention & Interest
The first step in the AIDA Method is grabbing the reader's attention. We've discussed ways to accomplish this with your subject lines, headlines, and even in the body of your email.
Some ways to grab them with your headline is to include:
* Discounts
* Savings offers
* Ways to solve a problem
Here are some bad headlines and how they were turned into good headlines:
Bad headline: Write Better Copy
Good headline: 5 Easy Ways to Write Copy That Sells
Bad Headline: Make Your Home Eco-friendly
Good Headline: 7 Simple Ways to Make Your Home Eco-chic
Bad Headline: Buy Your Holiday Cards Now
Good headline: Sale into September with Holiday Card Savings
Bad headline: An Effective Way to Increase Revenue
Good headline: Find an Affordable and Effective Way to Increase Revenue
Second, use the body of your email to gain their interest and turn it into desire. Remember, it's all about them, so how does what you're selling benefit them.
Desire
According to advertising legend David Ogilvy, these are some of the best persuasive words to use in your copy because they work:
* suddenly
* now
* announcing
* introducing
* improvement
* amazing
* sensational
* remarkable
* revolutionary
* startling
* miracle
* magic
* offer
* quick
* easy
* wanted
* challenge
* compare
* startling
* bargain
* hurry
Action
This is usually referred to by professionals as the call to action. You realed them in with your attention-grabbing headline. You created an interest in hearing what you have to say. You persuaded them to want what you're selling. Now you have to tell them what to do to get it!
How it increases your sales
Using this method works-period. It's short, sweet, and to the point. It also hypes up your prospective customer so much that you convince them they need your product or service.
It's an effective method that works for writing ad copy, but some of the same principles apply when copywriting for other types of collateral like press releases, articles, brochures, email blasts, and website copy.
About the author
Kristie Lorette is a freelance writer that specializes in helping businesses and entrepreneurs create copy that sizzles, motivates, and sells. She is also the editor of The Inky Dot, a bi-monthly e-newsletter that offers tips, tricks, and advice on writing and marketing tips for businesses. You can learn more about Kristie and subscribe to The Inky Dot at www.studiokwriting.com.
