Web Writing – Breaking the AIDA Writing Rule by Adding Copy to Your Writing

Writing 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 the basic writing skills you already have. All you need to do is spice up your sales copy by adding common sense writing tips combined with human psychology and your good ways. That’s why I call this copywriting article “adding copy to your sales copy equals ‘copywriting’.”

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

So what?: This is the first question on a prospect’s mind while reading an advertising copy. We are an instant generation and people cannot wait. You have 3 seconds to clear your reader’s mind about what you are offering. The confused mind never buys and if your offer isn’t clear in your sales letter (especially your headline), your prospect will move on. People are looking for a quick solution to their problems and wondering “what’s in it for me?”. What is special about your product or service. What are the benefits. Is it worth my time? Your headline should be able to grab attention and let the next question hold interest.

Why: Why should the prospect accept your offers? And buy from you instead of your competition. Your writing should be clear about it. This is where you bring your human interest story related to the product or service you are offering. Telling stories sells. Telling relevant stories in your sales letter is a hypnotic way to maintain interest and bypass the conscious mind’s resistance to buying. However, your story must be true, unique, emotional, persuasive and compelling. Selling is easy when you can capture the deep-seated self-interest, inherent desire, and aspirations of the buyer. The next step is who are you to tell me this story.

Who?: Discuss why you are qualified to offer the service or products. I call this the producer stage. This is how you mark yourself as the expert and separate the wheat from the chaff. Does your unique knowledge, success, distress, experience, or ability qualify you or put you in a position to help? People buy from you (the producer) before they buy your products. So don’t waste your sorrows or successes. People want to connect with you or learn from your mistakes. Don’t let them down. This leads us to the next logical question.

Where?: I mean, where can I get this irresistible offer or product? Is it available on your website? Or do I order it from another source or a fulfillment house? Is it still in the pre-release phase or is it being repackaged by another publisher? If so, how do I get the product or sign up for the service?

How: This is the fifth addition to the AIDA copywriting rule [http://www.weblinkcopywriting.com] 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 is at this stage that explains the deadline to counter human procrastination or indecision. Is it a physical product that must be shipped (for how much, by what means and in how long)? Is it a downloadable digital product that is offered immediately after payment? Does the customer have to click another link to get it from a sister website or from Amazon?

By going through these five cardinal questions, you can create your own writing style, which is unique and personalized. This is how the writing rules of your advertising marketing promotions are broken.