Using the AIDA formula in Copywriting to Improve Sales Effectiveness

If you ever make a sales page (or landing page) before, you definitely had to think like this:

"It's good to write what?"

Then, suddenly, the brain is so empty ...

hands do not move at all in the keyboard.

For hours, even days.

Then when it was finished. was not any interest at all.

Not easy to write copy in sales and landing page. A slightly different structure could result in your bid so unappealing.

So the conversion of his so very low.

But there is one secret formula. that will make you easily create effective copy writing structure.

Namely: AIDA.

Continue reading because after studying the AIDA formula, you will immediately be able to make a copy that is able to enchant other people so addicted to your offerings.

What's AIDA?

AIDA stands for:

Attention

interest

Desire

Action

By using the AIDA formula, you can transform a blank page on your computer screen into something that could draw attention to get other people to take action.

That is why AIDA is often associated with copywriting.

Although synonymous with copywriting, but you can also use this formula to make any writing so interesting.

I also use the AIDA for most of the articles in this blog.

How potent AIDA?

Very!

In a landing page that I make first, before applying the AIDA structure conversion rate was only 2.3%. This figure is actually not bad considering several factors such as industry and price.

But what happens when I change a little structure in accordance AIDA:

comparison conversion

Conversions increase by 200% (from 2.0% to 8.1%)

And this increase is only due to replace the words and sentences only.

Now let's discuss one by one from each section of AIDA.

1. Attention

Copy that we make must be able to immediately capture the attention of readers.

Do you know. according to a study of SilverPop conducted in 2013, we should be able to catch the attention of visitors in 8 seconds or less.

Crazy right.

Human wink every 4 seconds.

This means that if we are not able to get the attention of the two times the blink of an eye. then they would leave.

This means that the sentences that you put in place for days to be determined in 2 times blink.

That is the importance of this stage.

Then how do we attract them?

Title / Headline

Picture

Sentences opener

The three elements that most need to be noticed.

To be able to catch their attention to three elements, these tips:

Give what you buyerpersona care-related business.
Serve the solution of the main problems of your buyer persona
Make them feel "ah it really caves"

If you do not have / know about the buyer persona, please go back to the previous chapter.

For example, if I want to sell a weight loss supplement. Buyer persona is the mother of a career that had recently given birth.

This sentence can roughly capture the attention of prospective buyers:

"Want to lose weight up to 20 kg in a month without a strict diet?"

"Restore your slim body like it used to be"

"Did not have time and energy to exercise? Now you can lose weight without feeling tired at work "

While writing this article, I also saw some sales page that sells supplements such as in the example above.

Some of them use headlines such as "safe, without side effects," or "cheap".

Watch Out…

Indeed, both as sensible. but that was not able to make them care. They are not their main problem, so it will not catch attention.

2. Interest

Keep them interested in you.

Because you have successfully captured the attention, the next you'll get them to continue reading and attracted to you.

Make them aware of the magnitude of their problems.

To provoke interest, the best way is by providing:

Information / facts

statistical

Case study

ideal conditions

Reason

Let's use the example earlier supplements:

"By using supplements [brand], you will:

... Able to lose weight to 20kg in less than 30 days

... Could use more of your favorite shirt which has a narrow

... More beloved husband

... Still have plenty of time for family and work "

The above example is not using all five of these things.

You also do not need to use all of them if it is not possible.

3. Desire

In this stage you will make them very, very, very want your product / service.

Desire is similar to interest.

the difference, here we will be more to play with emotion and logic.

Here's how:

1. Citing benefits

Be careful, there is a common mistake. wrong between features and benefits.

There is a big difference between features and benefits, it features only an explanation of the contents or components that you provide through your product / service.

While the benefits are the advantages that they can feel through this feature.

In chapter copywriting mindset, we've been over this:

"They do not care about you, they are only concerned with himself".

They do not care about the features, advantages, recipes, specification, components of your product. They are only concerned with how these features can be useful for them.

It features:

200 mg of green tea extract

2.5 mg Vitamin B6

10 mg L-Carnitine

And these benefits:

enriched with green tea extract and vitamin B6, which will speed up your metabolism and burning fat even when you are sitting in front of computer
plus L-Carnitine to protect your bones, heart, kidneys, brain, and immune system during the weight loss process. L-Carnitine also protects nursing mothers to avoid nutritional deficiencies.

In sales of products, features is required. but features without benefits, would not be able to sell because most readers do not understand.

2. With the lure of negative emotions and provide solutions

Those who have followed your writings since phase attention to interest the people who have specific problems.

They are people who are frustrated.

Who still remember the ads from Apple? this:

In the ad, Apple is using the PC character (left) and Mac (right). They illustrate how complicated it using a PC and how easy it is to use a Mac.

If we look now, Mac users indeed are the people who are frustrated with the amount of interference on the PC.

These ads. many Windows users who switch to Mac.

Here's an example for supplements:

Your time is very valuable. you have to get up from the morning, prepare breakfast and then get ready and go to the office. Not to mention the energy is depleted due to family care, client, and your boss in the office. then you arrive home at 7 pm in a state of fatigue.

With these routines, exercise and a strict diet so impossible.

Fortunately, supplements [product name] only takes 90 seconds in a day. 1 tablet before eating. and [name of product] will burn fat even if you sit back in front of the computer.

That is an example of a paragraph that utilize negative emotions.

4. Action

Stages simple, inviting them to take action.

Whatever course of action you want - to buy a product, sign up, create an account, download, email, call - revealed in this section.

Hence these are often called (CTA) call to action.

Do not forget, you will often find these terms from now.

According to its function earlier, CTA can be a button, a phone number, or email address.

And with the price, if you are selling something.

Here, you have one more secret:

Principles of Persuasion.

This principle has been proven scientifically. will increase the likelihood of your prospective customers to do whatever you want.

Any principle of persuasion that?

Read here to learn six techniques of persuasion. >> SOON! :D

Combine fourth

Finally, combine four parts of the AIDA formula was in the order of Attention, Interest, Desire, Action.

Now you've got a copy of the structure to a landing page or sales page.

In the next chapter, you will learn more about the components that could create a landing page has a high conversion.

You'll also see some examples of landing page copywriting for the good and the less good.

NEXT :

CHAPTER 3
Landing Page