Is there a formula for writing copy that sells?
June 4th, 2008 Dina at Wordfeeder.comI did some work for a new client this week who asked me the following question via email:
What makes an ad work? What in an ad gets someone to contact me, or better yet what is the formula to writing ads since I will have to continually be changing them to stay fresh?
Yes, there’s a formula, although those who have been writing copy for a long time don’t necessarily have to run through this checklist. They just end up writing “standard ad copy” automatically. It’s not unlike riding a bike or doing the dishes - after you get good at it, you just don’t need to think about the steps anymore.
Okay, so here’s my response to the question.
In ad copywriting, many follow what’s known as the AIDA formula - Attention, Interest, Desire, Action. This is the short explanation of how it goes.
First, grab attention (catchy, enticing headline and lead-in).
Then generate interest. Tell a story, connect with the reader’s pain or need.
Next create desire. (This is where you get a little psychological with your ad).
Finally, inspire action. (Your call to action goes here).
I think a lot of it has to do with building a relationship with your readers, over time, that’s founded in trust. And of course… putting out a quality product or service. Providing value.
In my opinion, an ad that effectively employs all of the above (the AIDA method) works much better on an audience of readers who already know and trust you, than an audience who sees the ad randomly or accidentally and has never heard of you before.
It takes time to earn that trust.
I like to use the Geico anecdote when explaining this.
I’d first heard of Geico maybe 6 years ago? I finally made the switch last year or so. What ad was The One that made me take action? All of them? None? I have no idea!
Geico did such a good job with ALL of their ads - with the cave man humor, the gecko, the funny postcards they send in the mail that make almost no sense… they’re just always around, doing something out of the ordinary. And it goes without saying that Geico offers exceptional rates.
Delivering great value to your customers, and always reminding people you’re out there. That’s pretty much the key to creating ads that sell.
Exposure is a huge part of it. Just be where people can see you. Always be branding.
- Dina at Wordfeeder.com Copywriting and Marketing
Popularity: 98% [?]
Email Dina@Wordfeeder.com for a copywriting or website marketing quote today.
June 5th, 2008 at 7:14 am
Dina,
Great post on the formula for writing great copy. I especially agree with the building trust issue you raised. That is so much more important than any formula one can learn.
June 5th, 2008 at 7:40 am
Hey, Tim. Thanks for saying so. It’s good to know that people really do come by and read the blog! :)
Enjoy your day.