Writing Effective Copy and the AIDA Formula

Writing highly effective copy is in part about doing careful research into your reader’s psychology, in part about using proven copywriting tactics as well as in part about crafting an extremely compelling offer.

Researching Your Reader’s Psychology

What does your reader want? What keeps them up at night?

What are their insecurities? What do they want – and why do they need whatever they want? What will they want that they don’t want other people to know they want?

Often the “magic bullet” in a sales page comes from addressing wants other people don’t even know they want. The copywriter who wins is often the copywriter who can dig two or three levels deeper than the other copywriter.

Before you put a single word on paper, enter into your reader’s head and acknowledge their psychology. Make time with them, talk to them, get to know them.

Using Effective Copywriting Tactics

There are many copywriting tactics than an expert copywriter must learn.

On a basic level, you need to learn the basic copywriting formulas like AIDA (Attention Interest Desire Action) that show you how to emotionally guide a reader through the buying process.

You also need to learn how to properly utilize each component of the sales letter. This consists of (but isn’t limited to) Writing strong headlines, using subheads, writing the PS, having buy buttons, using proof elements, picking images and so on.

There’s both art and skill which goes into each and every element.

Learning all the different tactics can take as long as 12 months. But you aren’t required to wait that long to get started – all you need to learn is the basic AIDA formula and as much as you can about writing good headlines.

After you have the basics down, you can launch a product, see how it performs then move forward from there.

Writing The Compelling Offer

Regardless of how good your copy is and no matter how deeply you understand your customer, you’re not going to sell if you don’t have a good offer.

If you’re selling golf clubs at twice the price that everyone else is charging and they aren’t any better, you won’t get many sales – even with all the tactics and all the psychology in the world.

However, if you have a one of a kind product, coupled with unbelievable bonuses at a price that’s such a steal that few would believe you’re selling it at that price and it’s limited to only 200 people – then you’ve got an offer people will bend over backwards to take advantage of.

Once you combine these three things: understanding of your reader’s psychology, strong copywriting techniques and a killer offer, the end result will be a sales letter that’ll pull and pull and pull.


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