Copywriting is everywhere you look. From billboards on the street to radio ads on the airwaves, -copywriters wrote it. With consumers being bombarded with so much information day-to-day, it’s important that your copy stands out from the crowd, creating enough curiosity to stop an individual in their tracks and question “How is that possible? Where can I get that?”.
Words are powerful forms. They can illicit everything from beautiful images to empowering emotions, all within a matter of millimetres. Having the power to make people want to purchase your product or sacrifice their time for your cause is an invaluable tool, but one that isn’t as simple as it sounds. Successful copywriting is less about being creative, and more about selling.
However, weaving some creativity through a clear and concise sales pitch is a powerful way to make your copy work for your business and not get lost in the crowed. Successful copy can be broken down into an extended version of the well known AIDA formula, known as A-IDEA;
A for Attention: Through the noise of hundreds of other companies’ copy, you have to shout. The best way to do this in a written format is to make a big promise that seems too good to be true. Start your copy with a headline that uses words such as “Free”, “New”, or “How To”, make the focus about the reader and what’s in it for them.
I for Interest: Now you have your reader’s attention, it’s important to engage them with what you have to say and what you have to offer through descriptive and appealing information.
D for Desire: With an interested reader, you next need to illicit desire for your product. By describing why your offer is rare and of value, and using bullet points to highlight this, you can clearly run them through why they should not only want, but need your product.
E for Evidence: Use evidence to back up what you are saying through the use of testimonials, quantitative results and visually supportive aids such as videos.
A for Action: To close your copy, you need to take control of your reader’s decision making process by encouraging them to take action. Ensure it is easy for your readers to purchase your product or sacrifice their time by spelling out step-by-step what they need to do, for example; “Simply enter your email address below and one of our staff will contact you shortly to confirm payment and send your order today”.
This simple process carries your readers through to the point that is most important to you, by making the copy important for them. However, the simplest aspect of this process can make or break your reader’s attention – spelling, grammar and creativity. Have all of this down to a tee, and you’ll see success!