AIDA, who or what is it?
Writing by Brick Marketing on Thursday, 10 of April , 2008 at 2:30 pm
AIDA is the secret to writing compelling website copy or improving your existing website copywriting. Copywriting is not a new thing, its been around for years; actually much longer than the website that you are writing it for.
Copywriting was first employed in direct marking campaigns. You remember all those sales letters you used to get in the mailbox? You know before you acquired an email inbox? The same principles apply to your website that would have applied to the direct mail piece that you would have mailed before the internet. But what are the principles?
The first is attention; you have second to capture the attention of your reader. How many seconds? 5-7 seconds is the rule of thumb. Some people are slower to click out of the screen but not alot and they will click out if you don’t grab their attention and grab it quickly. That means that you have to write a headline that will leap off the screen and grab the reader, think about the Sunday paper, you check the headlines and read the stories that have attention grabbing headlines, websites are no different.
The next point is interest, you have to grab that attention and turn it into interest. Why would the reader want to stay on your site? Why are you any different than the other 100 companies that the search engine returned…write in a casual tone, just as if you are across the table.
Desire is the third part of the recipe. Put on the lawyer hat and build the case for your reader. Leave no doubt that they need your product or service. They must have it, no doubt about it.
The last portion is action. Don’t leave your reader with the impression that they can do anything other than click on the button. They have to act now not later. Encouraging visitors to take action works much better when coupled with “the right bait” or incentive.
Writing effective copy is not easy but it is something that you must have. Compelling web copy is what will set your site apart from the multitude that are already out there.
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Category: Website Improvements
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