A Proven Method To Creating Compelling Advertising

Have you ever been searching around the Internet and came across a video or web page where you viewed it and felt compelled to buy? The short answer to that is I believe that we all have at some point in our lives. The secret is in the Copy or the Sales Message. The good news for you is that you too, can write an effective sales message like the ones that have sucked you into buying someone’s product. You can do this even if you’ve never written any copy before. Being able to sell is vital in the success of your business, and is the most important skill that you can develop. Most marketers think that they have traffic issues, and they may be right, but the next biggest problem may be your ability to convert. Diving into how it’s going to be possible for you to write killer sales copy, we first have to understand a century-old marketing concept called AIDA or A.I.D.A...

More precisely: A - Attention I - Interest D- Desire A - Action Over the years there have been different variations and models based on this one, but the premise still works in today’s content marketing.

To give a better idea on how his model works, you basically send your leads through the same process as a “marketing” or “sales” funnel.

It starts by getting them curious, engaged or excited with what you have to offer. This should keep them reading the copy or the message. Next you get them interested, by connecting with them about their most pressing problems. You can then start to stir their desire, by making them want to buy, showing them what life would be like with the purchase. Lastly, you get them over the edge so that they will actually take whatever action it is that you want them to take. Let’s take a look at each one closer… Attention Grabbing your prospect's attention is the all-important first step. This is the first hurdle and will be vital to start the process. Think about how many emails, banners, TV, radio, and social media ads that you get bombarded with everyday. It seems like everyone is trying to sell you something. With so much competition, the new values that people hold most important is no longer money, as much as it is time and attention. With so many people vying for their customer's or prospect's attention, it makes it hard for marketers to give away free stuff even. You first have to start with a concept that is extremely relevant and timely to the audience that you want to reach. Defining your target audience may require some research, but you will need to know things like:

• How does my product help their problem? You’ll want to spell this out in your copy, so knowing what their problem is and how to solve it is very important and should be your main selling point.

• What kind of language does my audience speak? No, not as in English, Spanish, French and so forth, but what kind of words and/or concepts do they resonate with?

• What is the demographics of my audience? What is the gender, location, income, interest, family status, etc.,

Your headline and the first paragraph are the most important areas for capturing your audience’s attention. If you can’t grab their attention to begin with, then what difference does it make how good the rest of the message may be, if they don’t stick around to read it?

Because of this, writing great headlines is the first skill that you want to learn, and the primary thing that you want to look at if your ad isn’t converting. Interest Ok, now that you have their attention, the fun doesn’t stop there. It’s time for you to help them see that you both recognize and understand their problem. Here’s where you connect with them like I stated earlier. You sincerely have to understand your target audience in order to do this, which is again why you need to clearly define who it is that you’re focusing on. You connect with them, by showing that you sincerely understand their challenges, because you too can relate some kind of way. Not only do you understand their challenges, but how they affect their lives and how it feels to deal with that challenge. The next step is to craft a good story or argument, about how you’ve found a way to resolve the issue that you’re writing about. Desire This critical part of the copy revolves around getting your prospect to the point where they really want your product or service. Now that you’ve told them that you’ve found a way to resolve their issue, it’s time to paint the pretty picture about how it will help to make their lives better.

Ultimately, when people buy, it’s not that they buy because of the features of the product, but

because the product helps them to achieve something that will make life better. The last time that I bought an SUV, I started out wanting another car. I saw a few ads for some SUVs and did a bit of research on technical specs and quality. At some point, once I got a picture of how an SUV would make life easier, I really wanted to own one. That was the “desire” factor kicking in, and at that point, I was ready to buy. It’s about connecting your product’s benefits with the prospect's desire. If you craft your message in this way, then you’ll get a lot more sales. Action Wow, the end is in sight. You’ve got their attention, kept them around to hear what you had to say and pushed all the right buttons. Now is not the time to leave them hanging. They want to buy so tell them what to do. It’s time for your call to action, which is simply a short statement that lets your reader know what to do next. It may sound like a no brainer, but do not forget or neglect to add this under any circumstances. Besides, that is the entire point of writing sales copy. Furthermore, here's a few things you’ll also want to consider for your call to action buttons and layout:

• Make sure that it is noticeable. Place it in an area where there is no mistaking that there is a call to action present. Use contrasting colors that will draw the reader's eye to the CTA.

• Use verbs to convey urgency. A call to action should both tell the reader what they get when they click the button, and it should drive a sense of urgency.

• Match the action with the intent. If you want people to download your free e-book, using “Download Now” can have a very different result than “Click Here.”

Remember, if people find it difficult to take the next step or to have to spend time trying to figure out what action to take, they will likely just give up. Don’t get all the way to this point and make the reader struggle. While there are other marketing strategies out there, this is the one that I like to use as it is simple, straightforward and works. Learning how to write Copy well, whether you’re using A.I.D.A or not will be invaluable to your business. Do you have another strategy that you use, or have more tips? I would love to hear them in the comments.

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