Four Words You Must Use In All Your Copywriting Or You Will Fail

By Author: Timothy Gonzalez
Total Articles: 40
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I've been telling my list this for the past two years or more now. And then I can across some words of wisdom from my colleague Ray Edwards, a top copywriter. This inspired me to share this with anyone trying to make a living both on or offline using "Direct Response" copy writing.
There are four key tasks your copy must accomplish:
1. Your copy MUST get your reader's Attention. Your headline must grab your reader's eyes and draw them into your site; it must hit them between the eyes, so that just for a moment they stop and read what you have to say.
2. Your copy MUST keep your reader's Interest. The body of your copy must keep drawing them down into your story (after the headline has sucked them in). It must keep the reader glued to the page - the deeper they get into your story, the more likely they will buy.
3. Your copy MUST inflame your reader's Desire. Your copy must do more than just present a good logical case for your product; it must make your reader long for the product; it must inflame the reader's desire so that they feel they must have the benefits your product offers.
4. Your copy ...
... MUST spur your reader to Action. Remember every time someone visits your site, a sale is made! You either sell them on your product or they sell themselves that they can live without i! You need action! You need them to click the button marked "BUY"! Powerful copy makes this happen.
A Four-Letter Word That
Increases Sales Every Time
Okay, it's not really a four-letter "word"... because it's not really even a word. It's an acronym. But I'll get to that in a moment... Before I spell out the one and only true formula for effective selling (whether it be in print, on the web, on the radio, or face to face) I really want you to STOP ALL OTHER ACTIVITY.
WARNING: Your tendency is going to be to read the following formula and say something like one (or all) of the statements below:
1. "Oh yeah, I already knew that. Big deal."
2. "That's Advertising 101. I want something new."
3. "My prospects are different. This won't work for them."
Please forgive me for being blunt: BULL.
Even if you've "heard it before", I urge you to look at what I'm about to tell you with "fresh eyes", and to take some time to "think through" the ideas. Here it is:
Attention + Interest + Desire = Action
...this is the marketer's formula better known by its acronym: AIDA.
Here's why I am making such a big deal about this: most people have heard of the AIDA formula. And most people promptly go right out and ignore it.
It's easy to ignore, after all. It's easier to think about what you want instead of what your prospect or customers want. It's hard to get into the prospects frame of mind. But if you can manage to do it...
...if you can get into the same "thought-stream" as your prospects, and learn what they want, how they want to receive it, and why it's important to them...
...you'll find that they trust you so much they can't wait to whip out those credit cards and buy from you!

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