Writing formula

Gerwyn Jones asked:

“I try to follow the AIDA formula when writing copy. I’ve heard of ‘more complicated’ formula’s, using pre headlines etc. Could you give me an idea of what formulas you follow and how do they work? Thank you”

The AIDA formula is a long-standing favourite for structuring your sales message when writing a direct response style letter.

AIDA is an acronym for:

Attention: Attract your prospect’s Attention
Interest: Create a strong Interest for your prospect
Desire: Stimulate your prospect’sDesire for what you are offering
Action: Clearly tell your prospect what Action to take

In chapter 6 of my book; I Want To Buy… (which I know you have a copy of Gerwyn) I introduce the extended version I follow: AIDA-A. My additional A is another Attention that has a similar function to the headline; your strong P.S.. I describe the process in more detail in chapter 10.

I’m not the only professional copywriter who has created their own variation of the AIDA formula.

Robert Collier’s formula was

Victor O. Schwab suggested AAPPA

There is a whole section on copywriting formulas in Richard S. Hodgson’s The Greatest Direct Mail Sales Letters and in his Direct Mail & Mail Order Handbook.

It’s worth remembering these formulas are simply a guide to how to organise the content of your letter and to make sure you haven’t missed an important element. A more complicated formula may confuse, rather than help, you with your writing.

For most professional copywriters the formula is not slavishly followed because the structure is part of the copywriting skill. It is one you will also develop as you write more and more sales letters.

A good way to be sure you’ve included everything you need to – in your letter; order form; on the envelope – and you’ve written it in the most persuasive way possible is to have a final checklist. Chapter 19 in the book has a 20-point checklist for your letter and a 31-point checklist for your order form.

Pre-Heads

You mention pre-heads in your question Gerwyn. A pre-head is part of the initial Attention in the AIDA acronym and should be a natural introduction to the main headline. One advantage of having a good, enticing pre-head is that it moves the main, larger font headline down to the area of your page where your prospect’s eyes naturally rest when they first look at the page.

Advance Notice of A Useful Gift

Recently I discovered a far more extensive checklist – 10 A4 pages long – that Kevin Finn, a US based copywriting agent, uses to review his copywriter’s work before it is submitted to the client. I have got permission to share this with you and will be including it as a PDF download gift for subscribers in tomorrow’s post.

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Until tomorrow,

~ Carol Bentley

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