{"id":70311,"date":"2014-05-19T10:49:38","date_gmt":"2014-05-19T10:49:38","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/aida\/"},"modified":"2014-05-19T10:49:38","modified_gmt":"2014-05-19T10:49:38","slug":"aida","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/aida\/","title":{"rendered":"We’ve got the (AIDA) formula"},"content":{"rendered":"

Marketing arguably has its roots in human psychology, and by association so too does copywriting. Effective copy considers the reader\u2019s thought process at every stage: the attention grabbing title, teasing first line, engaging body and stimulating close.
\nOne formula that we feel encapsulates this in a straightforward way is the AIDA model, which although is often used in a wider context, we feel perfectly translates to the copywriter\u2019s approach. Read on for our take on AIDA.
\nAttention<\/strong><\/span>
\nThe first stage of your audience\u2019s cognitive process, and one that\u2019s easily overlooked by copywriters itching to get down to the nuts and bolts of what they\u2019re selling. If you don\u2019t grab attention with a title or headline that makes the reader stop, smile, or think, the words below don\u2019t matter. Consider what makes them tick, what excites them and let these feed into the opening copy.
\nInterest <\/strong><\/span>
\nInterest is the next step, and one that can be difficult to form. Our best advice would be to consider the copywriter\u2019s silver bullet \u2013 benefits. Your audience doesn\u2019t (necessarily) want to know what your product or service does or is, but they definitely want to know what they can gain from it. For example, it\u2019s not a \u2018long handle paint roller\u2019, it \u2018helps you paint a larger surface quickly and evenly\u2019. Time is valuable in a world saturated with messages, so make the best use of every second.
\nDesire <\/strong><\/span>
\nThe make or break of your piece \u2013 no matter what the topic or how pretty the visual is. You\u2019ve got their attention, kept it, and now it\u2019s time to drop the metaphorical anchor that fixes desire for your product or service.\u00a0 Here, your USP is key, as it is the one aspect no others can offer. By accurately demonstrating that your benefit won\u2019t be found elsewhere, you can really cement the reader\u2019s desire.
\nAction<\/strong><\/span>
\nThe final hurdle, and one that isn\u2019t particularly difficult to navigate now the hard work is done. Keep things clear and concise but finish strongly; your reader needs a nudge in the right direction to where they can take action, and a final reassurance you are the right choice.
\nThe above applies to all channels you communicate through, and is of particular prominence when connecting with an audience in the digital world<\/a>. The web and email inboxes are environments of fierce competition, and copy that doesn\u2019t apply the above is doomed to be lost in a sea of other uninspiring messages.
\nSo there it is, the formula for leading your reader to a sale. All you need to do is add the right elements. Stratton Craig can help – get in touch<\/a> with our team to find out how our team can help you stimulate sales with words. As well as copywriting<\/a>, we also offer training workshops<\/a> designed to help your internal teams harness the power of language.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing arguably has its roots in human psychology, and by association so too does copywriting. Effective copy considers the reader\u2019s thought process at every stage: the attention grabbing title, teasing first line, engaging body and stimulating close. One formula that we feel encapsulates this in a straightforward way is the AIDA model, which although is […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314],"tags":[],"class_list":["post-70311","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us"],"acf":[],"yoast_head":"\nWe've got the (AIDA) formula - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/aida\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We've got the (AIDA) formula - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Marketing arguably has its roots in human psychology, and by association so too does copywriting. 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