In advertising there are tried and true formulas that you can use to ensure effectiveness. One of these is called the AIDA formula.
AIDA stands for Attention, Interest, Desire and Action.
Using this formula throughout your ad copy is one way to verify whether or not your ad will be effective, before you even test it.
Draw your attention
You can grab your audience’s attention with a headline, an image, a special font, or the way you use words. As you know, the best way to make sure people read your copy is to do something that makes them stop and take notice.
interest
In addition to the above, the words on the page must hold the interest of the audience. The best way to do this is to explain the benefits of your product using words that differentiate you from the competition.
longed for
Using the right words, you want to create a yearning or desire within your audience to follow your call to action. You do this by showing them how your product will solve their problems and satisfy their wants.
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Grabbing your audience’s attention, keeping their interest, and finding the words that generate a desire well for your product will induce your audience to respond to your calls to action at a higher rate than without AIDA.
How to apply AIDA
Create bold headlines, use active voice, white space, images, and other means to use AIDA in your copy. Understand that while you need to write copy for all four stages, your audience also goes through all four stages as they interact with your ad copy. If you can clearly identify the stages as you build your copy, whether it’s a sales page or a pay-per-click ad, then chances are you’ve achieved AIDA.
It’s a weeding process
You have to remember that you don’t want just anyone to click on your title. You want someone to read your copy and buy what you are selling. Therefore, for AIDA to work, do not use misleading or misleading headlines or images to attract readers. Be frank at all times and be as clear as possible about what “inside” their headlines to the reader. Use images that are relevant to the copy and you will attract better leads. Ad copy isn’t just a method of attraction, it’s also a weeding process.
Whether you’re writing copy for online or offline media, using the AIDA formula will help you create winning ad copy as often as you need to. Show your audience what your product can do for them and why they need to buy it using this method and it will work.