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Write better copy with A.I.D.A.

by: Neil Potter on

Run all your sales literature through this simple formula and you’d better be prepared for the increase in response. This is a great tool for writing powerful sales letters and killer copy and will give you a general understanding of how to target a market effectively.


Attract your reader’s attention with an exciting headine. Make them intrigued, just by reading it.
Either reveal or conceal a common interest. For example:

How to make yourself irresistible to ladies
Want to retire at 50?
Don’t make these common house-buying mistakes


Evoke interest from your potential customer by telling them multiple, life-enhancing benefits. Steer away from just listing features€“ people buy benefits, not features. Use simple, short sentences and talk to them as if they’re sitting next to you.


Make them want it. Make it irresistable. Give them guarantees of their money back. Or extra special bonuses or discounts. Don’t forget to state the urgency €“ make your offer timebound. You could try “Order within 7 days and get this free pen set. If you’re not 100% satisfied, we’ll refund you in full.”


Tell ‘em what to do! You’s be amazed how much sales literature misses this vital step. Don;t assume they’ll know what to do. Get them to “Call now for a no-obligation quote” or “Call us to place your order”. You don’t need to close the sale there and then, just lead them through your sales process.

So there it is. Stick it on you wall, write it on a Post-it note, have it tattooed on your knuckles – whatever you do, just don’t forget A.I.D.A. It’ll make you a better writer.