Copywriting with AIDA
Even if this very text is not an advertising copy, but a glossary article, its title, “Copywriting – Short Explanation”, is an example of professional copywriting. First of all, the defining word for this text – “copywriting” – is included. Furthermore, this word also appears as close to the beginning of the text as possible and is like this almost next to the title.
All of this is relevant because advertising copy generally attempts to be search engine optimized. To be recognized as relevant, the keywords have to appear in the title, just like in this text. Secondly, the title creates interest for the readers. This is part of the AIDA formula, according to which copy is structured in the advertising field:
A for attention
I for interest
D for desire
A for action
If the title has succeeded in attracting attention, the second important task is to awaken the readers’ interest. Online there’s always the threat of a quick jump to another website, or a page being skipped in print material. Boredom cannot be allowed to ensue. The potential customer is supposed to be captivated by language that creates images in the mind and by an appealing choice of words that provokes emotion. If the text succeeds in presenting itself so that readers want to find out more, then the copywriter has successfully mastered the AIDA formula’s second step.
Every copywriter is faced with creating desire for a certain product. If the producer has a unique selling proposition (USP) for an item, then the copywriter will attempt to distinctively highlight it. Toilet paper for example is found in almost every household, but perhaps the consumers weren’t aware that they absolutely wanted scented or patterned paper until reading an advertisement about it. Not just the product is being sold, but also a lifestyle. A scented, colorful hygiene article conveys the feeling to the consumers that they are always living life to the fullest, even though they are actually just in their bathroom.
Action Is the Goal
The success of copywriting is seen in the action of the consumers. In the end, only when a product is purchased or a newsletter subscribed to was the copywriter’s work successful. To provoke immediate action by the customers, it is often suggested, for example, that the product is in short supply, is only priced low right now, or that it creates a particular image.