May 20, 2024


I Fall For Art

Web Copywriting – Breaking the AIDA Copywriting Rule by Adding Copy to your Writing

Copywriting rules are meant to be broken. (By the way AIDA is an acronym for attention, interest, desire, action). You can write your sales letter with basic writing skills you already have. All you need to do is pep your sales copy by adding common sense writing tips mixed with human psychology and your good go to. That’s why I call this copywriting article “adding writing to your sales copy equals “copywriting.”

When reading a sales letter, the usual question at the back of a reader’s mind is: what, why, who, where, when, and how? Your sales copy should answer all of these questions if you don’t want to go by the AIDA rule of copywriting.

So What?: This is the first question in the mind of a prospect while reading an advertising copy. We are an instant generation and people can’t wait. You have 3 seconds to clear your reader’s mind about what is it that you are offering. Confused mind never buys and if your offer is not clear in your sales letter (especially figured from your headline), your prospect will move on. People are looking for quick solution to their problems and asking, “what is in it for me.” What is so special about your product or services. what are the benefits. Is it worth my time? Your headline should be able to capture attention and let the next question keep it as interest.

Why?: Why should the prospect take you on your offers. And buy from you instead of your competition. Your copywriting should be clear on this. This is where you bring your human interest story relating to the product or service you are offering. Story telling sells. Telling relevant stories in your sales letter is a hypnotic way of keeping interest and by-passing buying resistance of the conscious mind. However, your story must be true, unique, emotional, persuasive and compelling. Selling is easy when you can capture the ingrained self-interest, inherent desire and aspirations of the buyer. The next step is who are you to tell me this story.

Who?: Talks about why you are qualified to offer the service or products. I call this the producer stage. This is how you brand yourself as the expert and separate the wheat from the chaff. Is it your unique knowledge, success, heartache, experience or skill that makes you qualified or be in a position to render help? People buy into you (the producer) before they buy into your products. So don’t waste your sorrows or success. People want to connect to you or learn from your mistakes. Don’t disappoint them. This takes us to the next logical question.

Where?: In other words, where can I obtain this irresistible offer or product? Is it available in your website? Or, do I order it from another source or a fulfillment house? Is it still in the pre-launch phase or being repackaged by another publisher? If so, how do I obtain the product or register for the service?

How?: This is the 5th addition to the AIDA rule of copywriting [] This is where you close the sale and this stage should be clarified when you call for action. Be bold, be creative and remove all restrictions and risk on the part of the buyer. It at this stage that you explain the deadline to counter human procrastination or indecision. Is it a physical product that should be shipped (by how much, what means and how long)? Is it a downloadable digital product that is offered immediately after payment? Should the customer click another link to obtain it from a sister website or Amazon?

Going through these five cardinal questions, you can devise your own copywriting style which is unique and customized. This is how to break copywriting rules of your advertising marketing promotions.