Attention, Interest, Desire, Action

This is taken from a guide I have the rights to, relating to sales letters, so no point rewording it here - just thought it might be useful to some. It's referred to as The AIDA Formula:

ATTENTION:

Grab your reader's attention from the start. This can be with a good strong headline, or with an exciting introduction.

Even in a sales letter, you can still have a headline, so experiment with layout and see which you prefer. It could be related to your USP. But whatever it is, make it 'you' and make it stand out. You have about five seconds to sell your reader on the rest of the letter, so make it good.


INTEREST:

This is where you start to manipulate your reader into wanting your subject. Do this by selling him on the idea. Make him imagine how much better his life would be with your product or service. This leads to ...


DESIRE:

It is this desire that will make him want to act, but you must now push him over the edge with ...


ACTION:

Tell him what to do, now! If there is a reason why he should respond quickly - perhaps there are a limited number of your subject left, or he can get a discount for being one of the first 200 to reply - tell him! Urge him to take the action you want, and make it easier for him to do so.

Good advice Alan!

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A few I realized I used that may not be so familiar to all:

SERP = Search Engine Result Page

All those pages of links that come up when you do a search through the search engines. We all strive to be on Page 1.

for content writers and buyers:
EFL = English as a First Language

This is usually used to indicate United States, England and Australia.
Sorry Canadians, yours is generally not included in EFL as there is a strong French element to your basics even though it is perfectly comprehensible. (I didn't make the rule!)

ESL = English as a Second Language

Everybody else who learns English along with their Mother-tongue. As the last half of the 20th Century has seen English replace French as the International Business Language, many countries teach it in their schools right along with their own language. It DOES NOT mean inferior, just double-check the syntax when using.

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w0w!!!!

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