Using AIDA Formula in Copywriting to improve Sales Effectiveness

If you have already made a sales page (or landing page) before, surely you have time to think like this:

"What kind of writing is that good ...?"

Then suddenly the brain gets empty ...

... the hand doesn't move at all on the keyboard.

Hours, even days ...

Before you go further, I have something great for ye, well let's check this out: ExcuZily

Then when it's finished ... apparently no one is interested at all.

It is not easy to write copy on sales and landing pages. It's just a little structure can result in your offer not being attractive.

So the conversion is very low.

But there is one secret formula ... a secret that will make you easily create an effective copy writing structure.

His name is: AIDA.

Please continue reading because after learning this AIDA formula, you will immediately be able to create a copy that is able to enchant others to be addicted to your offer.

What is AIDA?

What is clear is not the name of the dangdut singer.

AIDA stands for:

1. Attention
2. Interest
3. Desire
4. Action

By using the AIDA formula, you can turn a blank page on your computer screen into something that can attract attention to make other people take action.

That is why AIDA is often associated with copywriting.

Although identical to copywriting, you can also use this formula to make any writing interesting.

I also use AIDA for most articles on this blog.

How effective is AIDA?

Very!

In a landing page that I created first, before applying the AIDA structure the conversion rate is only 2.3%. This figure is actually not ugly considering a number of factors such as industry and prices.

But what happens when I change the structure a bit according to AIDA:

The conversion increased by 253% to 8.1%.

And this increase is only due to changing the words and sentences.

Now let's discuss one by one from each section of AIDA.

1. Attention

The copy that we make must be able to immediately capture the attention of the reader.

Did you know ... according to a study from SilverPop conducted in 2013, we must be able to capture the attention of visitors in 8 seconds or less.

Crazy ...

Do you want to be a master? If yes, just visit this site: Mastah Muda

Humans wink every 4 seconds.

This means that if we are not able to get attention in two blinks of an eye ... then they will just leave immediately.

This means that the sentences that you have arranged for days will be determined in 2 blinks.

That is the importance of this stage.

Then how do we attract their attention?

• Title / headline
• Picture
• Opening sentences

3 elements that you must pay attention to most.

To be able to capture their attention to these 3 elements, here are the tips:

1. Give what your buyer persona cares about your business
2. Present solutions to the main problems of your buyer persona
3. For them to feel "ah, I'm really"

If you do not have / understand about the persona buyer, please return to the previous chapter.

For example, if I want to sell weight loss supplements. The buyer persona is a career mother who has not given birth for a long time.

This is a sentence that can roughly catch the attention of prospective buyers:

1. "Want to lose weight up to 20 kg a month without a strict diet that tortures yourself?"
2. "Restore your slim body like before"
3. "Don't have time and energy for sports? Now you can also lose weight without feeling tired at work "

 While writing this article, I also saw several sales pages that sell supplement products such as in the example above.

Some of them use headlines such as "safe, no side effects", or "cheap".

Watch Out…

Indeed both of them are reasonable but that is not what can make them care. Both are not their main problems, so they won't be able to catch attention.

2. Interest

Make them interested in you.

Because you have captured the attention, then you will continue to make them continue reading and interested in you.

Make them aware of the magnitude of their problem.

To lure interest, the best way is to provide:

1. Information / facts
2. Statistics
3. Case study
4. Ideal condition
5. Reason

Let's use the supplement example:

"By using [brand] supplements, you will: 

... able to lose weight up to 20kg in less than 30 days

... can use your favorite clothes that are already narrower

... the husband is more loved

... still have plenty of time for family and work "

 The above example does not use these five things.

You also do not need to use everything if it is not possible.

3. Desire

In this stage you will make them very, very, very much want your product / service.

Desire is similar to interest ...

... the difference is, here we will play more with emotion and logic.

How:

1. By mentioning benefits or benefits.

Be careful, there are mistakes that often occur ... wrong between features and benefits.

There is a big difference between features and benefits, the feature is only an explanation of the contents or components that you provide through your product / service.

While the benefits are the benefits they can feel through this feature.

In the mindwriting copywriting chapter, we've discussed this:

"They don't care about you, they only care about themselves".

They don't care about the features, advantages, recipes, specs, components of your product ... They only care about how these features can benefit them.

This feature:

• 250 mg of green tea extract
• 2.5 mg of Vitamin B6
• 10 mg L-Carnitine

 And this benefits:

• ... enriched with green tea extract and vitamin B6 which will accelerate metabolism and fat burning even though you are sitting in front of a computer
• ... plus L-Carnitine to protect bones, heart, kidneys, brain and immune system during the process of weight loss. L-Carnitine will also protect mothers who are breastfeeding so as not to lack nutrients.

In selling products, features are required ... but benefits without benefits will not be able to sell because most readers don't understand.

 2. By provoking negative emotions and providing solutions

Those who have followed your writing from the attention to interest stage are people who have specific problems.

They are frustrated people.

Who still remembers this ad from Apple:

In the ad, Apple uses PC figures (left) and Mac (right). They describe how complicated it is to use a PC and how easy it is to use a Mac.

If we look at it now, indeed Mac users are people who are frustrated with the many disruptions on a PC.

This ad was successful ... many Windows users have switched to Mac.

Here's an example for supplement products:

• Your time is very valuable ... you have to wake up since morning, prepare breakfast then get ready and go to the office. Not to mention the energy drained due to taking care of your family, clients, and boss in the office ... then you arrive home at 7 pm in conditions like wet wipes.
• With routines like this, exercise and strict diet are impossible.
• Fortunately, the [product name] supplement only takes 90 seconds a day. 1 tablet before eating ... and [product name] will burn fat while you sit relaxed in front of the computer.

That is an example of a paragraph that utilizes negative emotions.

4. Action

Simple steps, inviting them to take action.

Whatever action you want - buy a product, register, create an account, download, send email, call - disclose in this section.

Therefore this section is often called call to action (CTA).

Don't forget, you will often find the term from now on.

As per its function, CTA can be a button, telephone number, or e-mail address.

And accompanied by prices ... if you sell something.

Combine the four

Finally, combine the four parts in the AIDA formula in sequence starting from Attention, Interest, Desire, Action.

Congratulations!

You now have a copy structure for landing pages or sales pages.