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Following on from our last Feature Article on how to write Powerful HEADLINES, here is Feature Article 4. This follows on from writing Headlines, to planning the rest of your copy - or ‘Copy Tracking’ as it’s sometimes called.
The 4-point Copy Tracking Plan that will lead to a high response...
This ‘common-sense’ Tracking Plan’ is also based on 4 main elements, known as the ‘A.I.D.A’ principle, originally devised in the early days of Direct Marketing. Because it’s based on PSYCHOLOGY, it’s just as relevant today as it was in the past. (Things like love...lust...and greed will never change – likewise, nor will the ‘AIDA’ principle!) It’s still the best way of planning your copy, keeping your reader interested, and ‘leading’ them to the ‘sale point’!
1. ‘A’ for ATTENTION!
The main job of your best benefit-based Headline - is to grab attention! If it doesn’t get that
attention, it’s likely your promotion will fail!
Presuming your Headline DOES grab attention – and answers the ‘There’s something here for ME’ feeling (in the mind of your reader) the next thing that needs to KEEP their attention, and develop the next part of ‘AIDA’, is your 1st paragraph copy...
2. ‘I’ for INTEREST
Your 1st paragraph is all-important in KEEPING the reader, and developing their INTEREST
in what the copy is offering (or answering a question – if one is posed in the Headline).
Interest is also retained with your SUB-HEADS, which can use secondary benefits-based
copy (either ‘physical’ or ‘psychological’) to LEAD your reader to your Call To Action!
3. ‘D’ for DESIRE
It’s not enough to just get your reader ‘interested’. You need to build DESIRE for your product or service! This can be done with the continuing SUB-HEADS that should build up more benefits, ask questions, emphasize a saving/offer, or make positive statements about the service/product. At this DESIRE stage, you can also bring in FEATURE PANELS that could include various promotional ‘tools’ – as covered in the last of the 4 elements, below...
4. ‘A’ for ACTION!
Here’s where the main aim of your promotion lives! By now, you’ve built up your potential
customer’s ATTENTION, INTEREST and DESIRE – so now they need to be convinced that
they should buy, respond, or ask for more information – through a powerful ‘CALL TO
ACTION’! This could be achieved with your last SUB-HEAD – saying ‘Act Now – reply today,
and start enjoying...’ (OR) Why not find out more – without obligation - by clicking here -
T oday...’ (OR) ‘Here’s how you can get ... right now – at a saving of 25% if you act quickly!’
You could also include a Call To Action FEATURE PANEL described below. Either way, your ‘end’ or ‘closing’ copy needs to convince the reader that there’s NO RISK in finding out more – OR that the product is GUARANTEED for XX days (depending on what you’re promoting). Don’t forget – you also need to include EASY and QUICK instructions on how to reply or order, by pointing your reader to an Order Page, Link, or Telephone Number/ E-Mail Address!
Your 4 ‘Look Here’ Tools that will speed you towards a positive reply!
As well as utilizing great Benefit-led Headlines, Sub-Heads and a psychological ‘common-sense’ Tracking plan like AIDA to get your readers to become customers (or STAY as customers if they already are!) there is one more element that includes 4 extremely useful ‘Tools’ to help you get the result you aim for... when writing Brochures, Leaflets, Letters/E-Mails or Web Pages:
1. ‘Beneficial’ BULLET-POINTS...
Bullet point copy can compliment your Sub-Heads – or any other part of your copy – by
quickly dramatizing or summarizing other benefit-based selling points about your
proposition. These ‘Bullets’ generally contain FEATURES of your product/service, but the
trick is to turn as many of these as possible into BENEFITS or ANSWERS to perceived
questions. (Example): · ‘Follows a chronological order (feature) – so you can find essential
Information quickly...’ (benefit).
(Continued on ‘WRITING HELP’ Page)
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