A Timeless Framework You Can Use To Write Winning Sales Copy

by | Dec 23, 2018 | Customer Growth

I have an oldie but goodie for you today!  A pro approach to copywriting even non-pros can use.     

We’re going to look at a common framework that dates back to the early 1900s.  A framework that’s often used by advertisers and copywriters to structure and write successful sales copy.

Although he’s not the originator of this framework, one of the best copywriters of all time, Gary Halbert, references the framework in his Tuesday, June 26, 1984 letter from his famous “The Boron Letters” series.  And, there have been countless other copywriters who have discussed this formula since then.  

What’s The Framework?  

A.I.D.A… which stands for Attention, Interest, Desire, Action.

When you set out to write any type of sales copy, (i.e. print ads, sales letters, radio ads, etc.), following this framework is a great rule of thumb.

Let’s dive into each of the four parts of the A.I.D.A. framework—in the order you’ll use them:

Attention

Start out your sales piece by getting the attention of the buyer.  You have a short amount of time to pull the buyer in, and this starts with a relevant headline and opening.

Do something to stand out from the crowd.

Quite honestly, I fall into the trap of boring corporate speak far too often and then just blend in with all the other noise.  This is something I need to consciously avoid, and you’ll want to keep this in mind too.

What can you do to get the reader’s attention? 

I’ve received mail with quarters or even dollar bills taped to the letter.  This was a good way to get my attention to find out why someone sent me the money.  Although you can’t send a dollar bill via email, there are many things you can do to get a prospect’s attention.

Ultimately, you have to be creative and try different approaches.

Interest

Now that you have the reader’s attention, it’s time to get him interested.  You can capture the interest of the buyer through the use of intriguing details—such as statistics and other facts about your offer or market.

This is a great time to use a few bullet points. 

Desire

After your reader is interested, you now need to build up his desire for your offer. 

To do this, you need to describe the benefits your buyer will receive from your product or service.  Remember, desire is created by tapping into the buyer’s emotions by highlighting the benefits, not the features.  For instance, don’t talk about the drill, talk about the hole the drill will make.

Action

Lastly, you must explicitly tell the buyer what action to take.  This is often where many people will get timid, put their tail between their legs, and end without a call to action (CTA).  

Don’t do that!  Don’t be timid—you need to direct the buyer.  

For example, I could say to you:

To get expert help with your business website and marketing needs, here’s what you need to do right now…

  1. Open up your email right now
  2. Enter [email protected] in the ‘To’ field.
  3. Enter ‘Website Help’ in the subject field.
  4. Leave the body of the email empty.
  5. Click the send button. 

Then, I’ll reply back shortly to schedule a time for us to chat.

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations

Ryan has been heavily involved in the world of Information Technology and entrepreneurship since the early 2000s. From small business consulting to Fortune 500 IT leadership, Ryan has a wide array of industry knowledge. He earned his BBA from the University of Iowa in 2004 majoring in Management Information Systems and later earned his MBA from the University of Iowa in 2009 with a focus on Management and Marketing. When he's not spending time with his wife and three young children, you'll find Ryan pounding away at his keyboard, spinning on his Peloton, or listening to a good audiobook or podcast.

Connect with Ryan on Twitter or Instagram.

Ryan Glick

Co-Founder, Pixelayn Innovations