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Copywriting Tips - AIDA is Not Just a Broadway Play

Steven Wagenheim

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When I mention AIDA to a new copywriter, they tell me that they meant to see the play but never got around to it. That's when I get a good chuckle. AIDA is probably the main concept that all good copywriters follow. So, in this article, I'm going to briefly explain what it stands for and what it means as far as writing good copy. If you get this much down, you'll be well on your way to writing copy that sells.

AIDA stands for Attention, Interest, Desire and Action. Each one of these is a very important part of the sales process and I'll cover each one briefly.

Attention is the first thing. This is where you get the prospect's attention. The question is, how do you do this? The easiest and most effective way to do this is with your headline. It has been proven that the headline is responsible for about 80% of your sales. This is why a strong headline that gets the prospect's attention is so important. Your headline can essentially make or break your sales letter.

Interest is where you get your prospect interested in your product. How do you do this? There are many ways. You can tell your story for one thing. A personal story of how the product has helped you will usually get a prospect interested. If the prospect isn't interested in what you are saying, they're going to close up your sales page. It's that simple.

Desire is very important. This is the stage where the prospect has a strong desire for your product. How do you create that desire? Well, talking about the benefits of the product and how it will make the prospect's life better. It is important that you concentrate on benefits and not features.

Action is the last step in the process. This is where you get the prospect to actually purchase the product. This step is really an accumulation of all the other steps including what they call a call to action. You have to literally put the words into the prospect's mouth. Yes, I want this product. How do I order?

A well crafted sales letter will cover these four areas. Understand them and you'll be on your way to writing sales letters that sell.

To YOUR Success,

Steven Wagenheim

Want to write copy just like the pros? Visit my site at and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.


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