Before you start writing your ads or sales copy, whether it is for your own product or your client’s product, there’s no escaping the research part of it. Yes, a big part of copywriting success…
The pirates do not attack without first knowing who they are attacking. They pick somebody of their own size (hint: not Navy ship).
And that is the first thing every copywriter needs to do. Know your enemy (audience).
If there’s ONE formula every copywriter in the world knows, it’s probably AIDA. It was developed in the late nineteenth century by American advertising and sales pioneer, Elmo Lewis. It describes the four main stages…
As a copywriter, I write to get people to take action.
But prior to someone taking action, there are several stages that they need to go through.
And it all starts with Getting Their Attention!