How to get more response and sales leads using the AIDCA copywriting model

Here is a marketing tip, which you can use online and in published materials. The AIDCA copywriting model is an effective way of generating more response. I have used this technique for 25 years and I have generated response rates of up to 38%.

AIDCA represents the process that the buyer goes through, on their journey from being aware of a marketing proposition, until they make a buying decision.

1. Headline or opening line: Attention
2. Product description: Interest
3. The offer / proposition: Desire
4. Guarantee / reassurance: Conviction
5. Call to action: Action

Did you know that in advertising, nearly six times as many people read the headline as the body copy of an advertisement? An effective headline should telegraph your message into the reader’ mind. It will entice them to read the rest of your copy. In his book ‘Confessions of an Advertising Man’, advertising guru David Ogilvy said: “The headline is the most important element…it is the telegram which decides whether the reader goes on to read the copy. I never write fewer than sixteen headlines.” He would then show the headlines to colleagues. A select few would be shown to the client. This is a great approach – which I commend to you.

John Caples, the esteemed American copywriter and advertising guru said: “If you create a good headline, your task is more than half completed. It will be a relatively easy matter to write the copy. On the other hand, if you use a poor headline, it doesn’t matter how hard you labour over your copy because your copy will not be read.”

Direct marketing expert Ted Nicholas commented: “Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!” Are you convinced? I hope so – because this is a key copywriting lesson.

This item is taken from The Marketing Compass Manual, which is part of Navigator membership and now NavigatorPlus of The Marketing Compass.

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