How To Create Effective Ads
There’s a well-known structure in successful sales letters, described by the acronym AIDA.
AIDA stands for:
- Attention
- Interest
- Desire
- Action
ATTENTION
First, you capture your prospect’s attention. This is done with your headline and lead. If your ad fails to capture your prospect’s
attention, it fails completely. Your prospect doesn’t read your stellar copy, and doesn’t order your product or service.
INTEREST
Then you want to build a strong interest in your prospect. You want him to keep reading, because if he reads, he just might buy.
DESIRE
Next, you channel a desire. Having a targeted market for this is key, because you’re not trying to create a desire where one did not already exist. You want to capitalize on an existing desire, which your prospect may or may not know he already has. And you want your prospect to experience that desire for your product or service.
ACTION
Finally, you present a call to action. You want him to pick up the telephone, return the reply card, attend the sales presentation, order your product, whatever. You need to ask for the sale (or response, if that’s the goal). You don’t want to beat around the bush at this point.
If your letter and AIDA structure is sound and persuasive, here’s where you present the terms of your offer and urge the prospect to act now.
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10 Ways to Write More Effective Ads
