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(Part two of ‘Effective copywriting: the basics‘.)

Copywriting is writing that does a job. It persuades someone to act. Typically, the action is to buy something. But it might be to make a call, write an email, or join a free course. Everytime you are writing to persuade, you are copywriting.

AIDA is a useful way to check your writing is doing the job of persuading the reader to act.

AIDA tells a story about the reader

This is a wise man:

Perhaps the copyright-free wise man would say, “Persuasion is a journey from indifference to action”.

AIDA is a simple way to remember the story of the reader’s journey. You can use it to structure your marketing material.

Attention, Interest, Desire, then Action!

First you need to grab your reader’s attention. You need them to focus momentarily on your material. Two tried-and-tested ways of grabbing attention:

• Strong images, particularly faces
• Something that stands out from the rest of their environment – use colour, shape, paper weight

Once you have their attention you can raise their interest. Your reader needs to understand what you are offering and why it’s good for them. You need to express your URJ quickly and clearly, and provide plenty of benefits.

Once the reader understands why, you need to stoke their desire! Desire is more emotional than just plain interest. You need to understand what makes your audience tick. Your preparation really pays off here.

Finally, your reader’s tongue is hanging out, they’re want what you’ve got… You need to call them to action. A call to action is a command: “ring now”, “complete the form below”, “email us today”…

Bad copywriting skirts around what you want your reader to do. Good copywriting asks them to do something they can achieve right then and there.

• Always provide a form or contact details
• Always always provide a call-to-action

Use AIDA as a checklist

Use AIDA to check you have all the right elements to your copy.

• Striking image (or something else) to grab attention
• Clear proposition and benefits to raise interest
• Attractive offers to stoke desire
• Call to action and contact details/forms