You want to write an effective advert and don’t know where to start. Here are some tips to get you started. Most experienced copywriters will use AIDA, which is an acronym used to describe a process that occurs when a consumer engages with an advert. AIDA stands for: Attention, Interest, Desire, Action.
- Attention leads to – Interest in the product
- Interest leads to – Desire for the offer
- Desire leads to – Action to make a purchase
So if you want to write a successful and effective advert, you need to go through the following process:
AIDA – Attention
First you need to get the readers attention – this normally happens in a headline. Remember, the purpose of a compelling headline is to get the next sentence read. So it’s fairly obvious that if people stop at the headline, your advert has failed.
AIDA – Interest
Then create some interest. You can raise your readers interest by focusing on and demonstrating advantages and benefits instead of focusing on features, as in traditional advertising. (I’ll do a blog post of features and benefits shortly).
AIDA – Desire
You then need to turn the interest into a real desire for your product or service. You can do this by convincing customers that they want and desire your product or service and that it will satisfy their needs. Try to think about all the questions your readers may have, and make sure that you answer them.
AIDA – Action
All of this is useless if the reader does not take action. So you must make it very clear what action you want your readers to take to begin a relationship with you – ‘Call us and quote ABC123 to get 10% discount by the end of the month’, or ‘Visit our website to get a free report’. Make sure you have all of the correct contact details for your business – I’ve seen many adverts with no phone number or in some cases the wrong one, also make sure you include your website address.
Make sure you use short sentences and paragraphs and use simple and clear language appropriate to your chosen audience. Making your advert easy to read it will be far more effective advert and will generate a much better response.
If you do want help with writing your advert, or would like someone to review it prior to release, then get in touch with me here at Eagle Words. We even run a copywriting training course which covers advert writing and much more!