Fundamental Copywriting: Getting Back To Basics
Dale King
September 17, 2006
I see it all over the place...unfocused, unclear, uninteresting...bad copywriting.
And I'm not just talking about online either.
I'm talking about offline as well.
You should see some the the direct mail garbage that gets delivered to my mail box.
Whatever happened to good ole' fashioned fundamental copywriting?
Whatever happened to AIDA?
Contrary to what a lot of experts are preaching these days, copywriting is NOT rocket science.
It never was.
It never will be.
It's not about theory.
It's not about methodology.
It's not about cause and effect.
It's not about hypnotizing people.
It's not about mind maps.
It's not about NLP (Neuro Linguistic Programming).
It's not about any of those things.
It's about fundamentals, plain and simple.
Don't get me wrong, I'm not knocking any of those aforementioned techniques. I think they play a vital role in copywriting.
However, I think it's important to first master the fundamentals of copywriting, before delving into more sophisticated and specialized techniques.
Copywriting doesn't have to be difficult, if you'll just follow a proven formula, that's been around nearly as long as marketing itself.
That formula is called AIDA.
What's AIDA?
AIDA is an acronymm for Attention, Interest, Desire, Action.
It's a traditional model of the purpose and flow of marketing communications and direct sales efforts.
How important is AIDA?
This important: You simply CANNOT write an effective advertisement without it.
And if you use the AIDA formula faithfully, it will rarely let you down.
I'm going to break down and explain each letter in AIDA, so that you can understand the full import of the formula:
A= ATTENTION: The very first thing your advertising MUST do is get your prospects "ATTENTION". The way to do that is with an effective headline. So, what's an effective headline? An effective headline is any headline that answers the question: "What's in it for me?" That's all your prospects really care about. What's in it for them?
An effective headline is NOT a ridiculous 30 word mega-headline that screams "SALES LETTER!"
The idea of fundamental copywriting is not to try to tell your whole story in your headline. Only amateurs do that. The idea is to first get your prospects attention, skillfully pull them in, and let your copy do the selling.
An effective headline is also targeted to a particular niche, like the headline of this article, "Fundamental Copywriting: Getting Back To Basics."
My target audience is marketers, interested in learning how to improve their copywriting skills.
So what makes this headline so effective?
It got your attention, pulled you in and made you read this article.
Can't get anymore effective than that.
I= INTEREST: After you get your prospects attention, next you want to get them "INTERESTED" in your product or service. You do that by immediately delivering what your headline promises. Don't try to be cute, and don't string your readers along. For example, did you notice how I got right into telling you about "Fundamental Copywriting: Getting Back To Basics?"
I practice what I preach.
So what's the best way to get and hold your prospects attention.
Well, many experts suggest you tell a story.
However, I disagree with that suggestion.
Here's why:
Effective storytelling is an art form. You need to be an accomplished writer to pull it off effectively, or else you'll screw it up.
Most marketers simply don't have that type of skill.
I'm not saying you can't develop this skill. You can. But it takes a lot of time, practice and refining to do so.
Until you reach that skill level, I recommend using conversational copy.
What's conversational copy? Conversational copy means talking to the prospect in a conversational manner, like you're talking to your best friend.
This method requires some refining as well, but not nearly as much as the storytelling approach, in my opinion.
D= DESIRE: You have to make your prospects "DESIRE" your product or service. The goal you are trying to achieve with this step of the AIDA formula is build value in your prospects mind. And the way to do that is with benefits, benefits and more benefits!
Many beginning copywriters, and even some veterans, mistake features for benefits. There's a huge difference. Features are characteristics that physically describe your product or service. Benefits describe how your product or service will help the customer solve his or her problem. In other words, what the customer will gain by using the product or service. Following are a few example of features and benefits:
A feature is that "illuminated digital clock" you have in your car. A benefit is that clock allows you to see what time it is at night.
A feature is a "high resolution computer monitor." A benefit is that computer monitor gives you a sharper image and is easier on the eyes.
A feature is your new recliner has "reinforced lumbar support." A benefit is that recliner is comfortable and will help support your lower back.
A feature is GPS (Global Positioning System). A benefit is a GPS will prevent you from getting lost.
A feature is the room service that your hotel provides. A benefit is that room service allows you to eat in the comfort and privacy of your own room at your convenience.
A feature is "Lojack." A benefit is Lojack will help police find your car, if it gets stolen.
Remember these initials, FAFBPB. They're an acronym for: "Features are fabulous, but benefits pay the bills!"
A= ACTION: When I began my direct sales career many years ago, one of the first things I learned was to ask for the sale several times. This is called "closing the deal," or in copywriting terms, "call to action." Why several times? Because people are preconditioned to say NO. It's a psychological mechanism.
It starts when we're little babies, and our parents constantly tell us NO. It continues into our school years, when our teachers constantly tell us NO. And we deal with it everyday at work when our bosses tell us NO. So when people come across your ad or salesletter, they already have their guard up. So you have to slowly chip away at all of those years of hearing NO, NO, NO! That's why you have to ASK, ASK, ASK for the sale several imes.
Following are a few examples of closing the deal:
"Limited time offer. Order today"
"Buy now"
"Supplies limited. Order now"
"Order today"
"This offer closes at midnight"
"We're only selling 500 copies and that's it"
"Free gift, when you order today"
"Free bonus"
When it comes to closing the deal, you're limited only by your imagination. The main thing is to ASK, ASK, ASK!!!
So there you have it, the AIDA formula in all its glorious simplicity.
However, don't be fooled into thinking just because the formula is simple, it's not powerful.
It's extremely powerful and effective.
Would you like indisputable proof of just how powerful the AIDA formula really is?
Okay, here it is:
It just made you read this entire article.
And I'm not just talking about online either.
I'm talking about offline as well.
You should see some the the direct mail garbage that gets delivered to my mail box.
Whatever happened to good ole' fashioned fundamental copywriting?
Whatever happened to AIDA?
Contrary to what a lot of experts are preaching these days, copywriting is NOT rocket science.
It never was.
It never will be.
It's not about theory.
It's not about methodology.
It's not about cause and effect.
It's not about hypnotizing people.
It's not about mind maps.
It's not about NLP (Neuro Linguistic Programming).
It's not about any of those things.
It's about fundamentals, plain and simple.
Don't get me wrong, I'm not knocking any of those aforementioned techniques. I think they play a vital role in copywriting.
However, I think it's important to first master the fundamentals of copywriting, before delving into more sophisticated and specialized techniques.
Copywriting doesn't have to be difficult, if you'll just follow a proven formula, that's been around nearly as long as marketing itself.
That formula is called AIDA.
What's AIDA?
AIDA is an acronymm for Attention, Interest, Desire, Action.
It's a traditional model of the purpose and flow of marketing communications and direct sales efforts.
How important is AIDA?
This important: You simply CANNOT write an effective advertisement without it.
And if you use the AIDA formula faithfully, it will rarely let you down.
I'm going to break down and explain each letter in AIDA, so that you can understand the full import of the formula:
A= ATTENTION: The very first thing your advertising MUST do is get your prospects "ATTENTION". The way to do that is with an effective headline. So, what's an effective headline? An effective headline is any headline that answers the question: "What's in it for me?" That's all your prospects really care about. What's in it for them?
An effective headline is NOT a ridiculous 30 word mega-headline that screams "SALES LETTER!"
The idea of fundamental copywriting is not to try to tell your whole story in your headline. Only amateurs do that. The idea is to first get your prospects attention, skillfully pull them in, and let your copy do the selling.
An effective headline is also targeted to a particular niche, like the headline of this article, "Fundamental Copywriting: Getting Back To Basics."
My target audience is marketers, interested in learning how to improve their copywriting skills.
So what makes this headline so effective?
It got your attention, pulled you in and made you read this article.
Can't get anymore effective than that.
I= INTEREST: After you get your prospects attention, next you want to get them "INTERESTED" in your product or service. You do that by immediately delivering what your headline promises. Don't try to be cute, and don't string your readers along. For example, did you notice how I got right into telling you about "Fundamental Copywriting: Getting Back To Basics?"
I practice what I preach.
So what's the best way to get and hold your prospects attention.
Well, many experts suggest you tell a story.
However, I disagree with that suggestion.
Here's why:
Effective storytelling is an art form. You need to be an accomplished writer to pull it off effectively, or else you'll screw it up.
Most marketers simply don't have that type of skill.
I'm not saying you can't develop this skill. You can. But it takes a lot of time, practice and refining to do so.
Until you reach that skill level, I recommend using conversational copy.
What's conversational copy? Conversational copy means talking to the prospect in a conversational manner, like you're talking to your best friend.
This method requires some refining as well, but not nearly as much as the storytelling approach, in my opinion.
D= DESIRE: You have to make your prospects "DESIRE" your product or service. The goal you are trying to achieve with this step of the AIDA formula is build value in your prospects mind. And the way to do that is with benefits, benefits and more benefits!
Many beginning copywriters, and even some veterans, mistake features for benefits. There's a huge difference. Features are characteristics that physically describe your product or service. Benefits describe how your product or service will help the customer solve his or her problem. In other words, what the customer will gain by using the product or service. Following are a few example of features and benefits:
A feature is that "illuminated digital clock" you have in your car. A benefit is that clock allows you to see what time it is at night.
A feature is a "high resolution computer monitor." A benefit is that computer monitor gives you a sharper image and is easier on the eyes.
A feature is your new recliner has "reinforced lumbar support." A benefit is that recliner is comfortable and will help support your lower back.
A feature is GPS (Global Positioning System). A benefit is a GPS will prevent you from getting lost.
A feature is the room service that your hotel provides. A benefit is that room service allows you to eat in the comfort and privacy of your own room at your convenience.
A feature is "Lojack." A benefit is Lojack will help police find your car, if it gets stolen.
Remember these initials, FAFBPB. They're an acronym for: "Features are fabulous, but benefits pay the bills!"
A= ACTION: When I began my direct sales career many years ago, one of the first things I learned was to ask for the sale several times. This is called "closing the deal," or in copywriting terms, "call to action." Why several times? Because people are preconditioned to say NO. It's a psychological mechanism.
It starts when we're little babies, and our parents constantly tell us NO. It continues into our school years, when our teachers constantly tell us NO. And we deal with it everyday at work when our bosses tell us NO. So when people come across your ad or salesletter, they already have their guard up. So you have to slowly chip away at all of those years of hearing NO, NO, NO! That's why you have to ASK, ASK, ASK for the sale several imes.
Following are a few examples of closing the deal:
"Limited time offer. Order today"
"Buy now"
"Supplies limited. Order now"
"Order today"
"This offer closes at midnight"
"We're only selling 500 copies and that's it"
"Free gift, when you order today"
"Free bonus"
When it comes to closing the deal, you're limited only by your imagination. The main thing is to ASK, ASK, ASK!!!
So there you have it, the AIDA formula in all its glorious simplicity.
However, don't be fooled into thinking just because the formula is simple, it's not powerful.
It's extremely powerful and effective.
Would you like indisputable proof of just how powerful the AIDA formula really is?
Okay, here it is:
It just made you read this entire article.
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