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Creating a dialogue that someone gives a D@#% about
So, you’ve got a great idea for a new piece of copy. You spent the time to pitch it to your editor or supervisor and they bit into it.
Now, what?
Now, you have to sit down and write a compelling piece that will inspire and motivate your readers to act. Simple right?
Maybe, maybe not. In order to write in a way that moves a potential client to strike, it takes a carefully crafted and methodical plan of attack. Stop chewing on your lip, you’ve got this!
Like mama always said, Keep it simple stupid
If you’re sitting there stressing out, it’s time to take a deep breath and pay attention. There is a simple solution to your quandary.
And believe me, it is nothing close to some mythical, alchemical wizards brew. Put simply, if you stick with AIDA, you cannot fail!
“Alright Kevin, what is AIDA?” I hear you asking.
Using AIDA to create compelling copy that converts
Now before you go running away in fear of your great-aunt IDA…
Hear me out.
We’re not talking about your great-auntie that wears entirely too much makeup and insists on pinching your cheeks remarking over and over about how you’ve grown. (I’d run from her too)
This AIDA is a simple 4-part process that simplifies the copy writing process, taking the mystique and frustrations of creating a persuasive document worthy of website viewing.
A- Attention: The average web surfer has an attention span of just 3-7 seconds before they drift off into social media land, or finnd some other “shiny-object” to browse.
That’s not much time at all!
You have to grab their attention the moment the page loads. I know, I know don’t freak out.
This can be done in a number of ways, and being a blogger-by-nature myself, I tend to do it with a crisply-curated, colorfully-designed graphic topped off with a pithy or wittingly-sarcastic title and sub-headline. If you want to learn more about creating amazing blog title graphics, Hubspot has a great blog article on creating graphics for your blog for you to learn from.
Instead of saying
“How to create good web-based copy”
You might try something more along the lines of
“The secret to not writing crappy web-content”
The bite of the second title will off-center your reader, almost stunning them into attention. This will allow you to move into your next lines.
I- Interest: Honestly, who the hell cares about your little web article? Why in the blazes should they?
If there isn’t some nugget of wisdom or jewel of knowledge inherent for the reader, I can assure you…
They are getting out r-t-f out of dodge!
Easy enough to fix though.
Just give them a reason to stick around! You’ve gotten their attention, now just reel them in a bit more with the benefits of the product or service you are pushing.
Like a dope-peddler luring in new clientele, your job is to hook ‘em fast and early. You have to make them want- NO, make them NEED your information to go on with life.
This is where you lay out their pain-points in front of them and then bullet by sweet bulleted rebuttal, you solve them one by one.
To pull this off
- You need to provide answers
- You need to build value in your services
- You have got to resolve their uneasiness with actionable solutions
See what I did there?
D- Desire: Now you’ve got them on the ropes! They are almost ready to take action, but first- You have to seal the deal by making them want it even more!
Building desire in your readers is sometimes easier said than done, but you can do it!
In order to build up the desire to act in your audience, you could continue to drone on and on.
OR
You can sweeten the deal by making an irresistible offer. You might bundle another service in for free. Perhaps offer a discount on the package price, it’s not really rocket-science here.
Let’s pretend that you’re offering to write the landing page for their company’s new SaaS product launch.
You might either volunteer to take x-amount of dollars off the normal rate for your service.
Better still, would be to throw in an additional piece of content. Perhaps you could whip out a new e-book on the cost efficiency of their new sales method and explain that you typically charge say, $150 for an e-book and that you are throwing that in FOR FREE!
Even more valuable yet, would be to put together a Case-Study or Whitepaper, obviously for an added “value”. This is where your proposal gets deep.
Case-studies and Whitepapers are of far greater value both in influence and ROI, and a good copywriter can charge exponentially more.
When your potential client finds out you are setting them up with an add-on freebie worth $1000’s of dollars, they will jump at the chance to act!
A- Action: All of your hard-earned efforts would be for not if you didn’t provide a clear and concise Call-to-Action.
Most people have no idea what they want. This is your turn to TELL THEM WHAT TO DO!
Nicely, of course.
By recapping your full offer, mentioning both the contracted work and the freebies you are including, then giving them instructions on what to do next you have completed the four necessary steps to create convincing copywriting that WILL convert.
Convincing copywriting that wins is not impossible.
It is no small miracle to write a convincing web copy, but it doesn’t have to be a headache either. It just takes a plan and a wee-bit of clever thought and you too can write convincing copy that converts for your brand.
Be precise. Give details, Acknowledge the pain-points, offer an actionable solution, and then make them an irresistible offer. With just a little bit of mindful writing, you will succeed!
Now get to it!
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