No matter how or where you’re marketing your business, to be effective your message must contain Four Essential Elements copywriters have known about forever! We call it the AIDA Code – Attention, Interest, Desire and Action.
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There’s a ton of clutter out there so you really do need to grab people’s attention quickly – in about 3 to 5 seconds. Or else they’re off to another page, another website, or simply tune you out. Grab their attention with your first words and images –the headline!
To get attention is one thing, to keep it is another. The copywriter accomplishes this with sub-headlines or an interesting first paragraph. The goal is to interest the reader or listenerso they want to learn more.
Next, use benefits to channel interest into desire! Change their life! Show them how they can begreat looking, healthy, financially secure, admired or even envied, thanks to your product.
Finally you need to turn that interest and desire into action!! Because that’s what marketing is all about. Tell them what to do next. Make it as clear and easy as possible…and convert more readers into customers.