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In this session we’ll look at two simple, yet highly effective, formulas for writing sizzling ad copy that get attention and results.
The last couple of weeks we explored in depth why headlines are so important in all of your marketing communications. If you had a hectic week or missed the last session simply visit www.mindcapturegroup.com and click on the section marked “articles” on the left hand side of the home page.The first magic formula we’ll examine is A.I.D.A.
This stands for: Attention – Interest – Desire – Action
Let’s take a closer look at each of these components starting with ATTENTION. The headline or opening of ALL your marketing messages (sales letters, faxes, ads, emails, follow up sales calls, etc.) must grab the reader or respondents attention immediately. This isn’t the time to be timid or shy.
This is where a powerful headline or opening statement comes into play. You’ve got three to five seconds to build what I call “Mind Capture”. If the message is dull, boring, confusing, or poorly written you’re wasting time and money. Far too many businesses never use a headline to get attention. This is a big, big mistake you can ill afford to make.
The second component is INTEREST. We must give people compelling reasons to stay with us and read or listen to our offer. Some effective ways to do this are by using pictures, testimonials, asking questions, and presenting startling or shocking statistics.
The third component is DESIRE. We must get the person hooked into giving us more time. If the message is targeted properly at the right prospect, and enough matching benefits or solutions are clearly demonstrated, we can hopefully build a strong desire for what we’re offering.
The fourth component is ACTION. This is where the rubber meets the road. If you’ve gotten the first three steps down you now must go for the close. You want the prospect to pick up the phone, mail you a check, request more information, visit your website or agree to see you face-to-face. A few effective ways to do this are by offering deadline driven bonuses, discounts, free gifts, coupons, limited amounts, or a combination of these.
This is an excellent framework for any business to use when creating marketing messages. If you’d like to see an excellent example of the A.I.D.A. formula in action, check out the ads for Oreck vacuum cleaners. They are brilliantly written.
The second magic formula for creating sizzling ad copy that gets attention and results is P.A.S. I’m going to keep you in suspense and share this second formula next week!
Helping Others Achieve Marketing & Communication Breakthroughs
Sincerely,
Tony Rubleski
For additional marketing resources visit www.mindcapturegroup.com.
