Copy Tip 33: AIDA Formula
Just in case you’re wondering, I’m not talking about Verdi’s opera “Aida” here!
Although, I’d say there is a connection … like the four Acts in Aida, your copy also is a “performance” that captures the attention of your audience and draws a response.
No, the AIDA I’m referring to here is the “ever-popular advertising formula” — as described by copywriting giant Brian Keith Voiles.
This is a formula for writing copy that helps everything flow together.
In this case, AIDA is probably one of the most recognised formulas (although there are others, and I have another I generally follow instead of AIDA, which I’ll reveal soon. It’s still worthwhile knowing what AIDA is all about).
AIDA stands for …
- (A) Attention — getting the attention of your prospects
- (I) Interest — arousing their interest in your solution
- (D) Desire — intensifying the desire for your solution; and
- (A) Action — getting the prospect to take action.
In this simple form, you’d have to quite liberally interepret each step to include other essential elements that you should include in your copy.
As we’ve seen in earlier tips, people buy from people they know, like and trust — so you would include credibility elements in your copy to address this behaviour. You’d also very strongly back up any claims you make with proof they’re true. You’d also want to include scarcity elements, as we discussed with the ERBN and LRBN buying reasons — to give your prospect reasons to buy now.
Actually, Brian Keith Voiles uses an expanded version of AIDA that does this, and he calls it AICPBSAWN!
(That’s Attention, Interest, Credibility, Prove, Benefits, Scarcity, Action, Warning, NOW!).
The warning is part of Brian’s formula to make sure you let your prospect know what happens if they do NOT take action … what they’ll miss out on, the pain of not buying your solution, how remaining at the status quo is a painful choice.
And as part of your Offer, you should also ensure a strong risk-reversal guarantee is part of your copy.
Whatever you call it, it is the flow of copy that is persuasive in getting your propsect to take action towards your objective (from the MOOVE marketing formula).
Okay, so there’s a formula I can follow … how do I do that?
One great way to see this “flow” in action is to study a great sales letter or ad you find, and “pull it apart”.
Find each of the elements within it … Attention, Interest etc … see how much of that is used and how it flows through the piece you’ve selected.
Look at how benefits are included — using bullets, sub-headlines, and other graphics to convey the message. Find the difference between features, benefits, and the emotions met by the benefits. What is the main pitch, what’s the offer? Is it guaranteed? Is scarcity used? Proof? Credibility? Differentiation from competitors?
Sometimes, in ads or letters with less copy, these elements might not be so obviously separated: several may be used together in a section of copy.
When you’ve done this, you’ll see the elements in action — and you now have a “recipe” at your fingertips to follow yourself.
All good copy should include this …
Regardless of the length of the copy used (a future Copy Tip topic!), effective copy includes the essential elements, at a minimum having an attention-grabbing headline, an irresistible offer and a call to action with a reason to buy now. The offer is backed by proof, credibility, scarcity and a guarantee.
Next up, I’ll tell you about another copy formula — one that I follow — that’s a little different from AIDA.
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Sandra Dalene VanAlstine – Wanted to introduce myself
Thanks
Sandra Dalene VanAlstine