Copying the Copywriter. Here’s how it’s done in Horsham

Category: Copywriting Posted: May 8th, 2013 by Claire comment-icon 0

Ah, copywriting.  That illusive art of the written word. Some say ‘content is king’, but really I think ‘copy is king’.  Good copy invokes an emotion, a feeling, a connection with its reader.

Great copy, however, invokes an action.

Having just been on a copywriting course by the Sussex Branch of the Chartered Institute of Marketing today, I can genuinely say that my copywriting skills are not only top notch, but 100% up to date.

Here’s what you need to know to achieve effective, compelling and powerful copy.

The AIDA technique is a world reknowned and very successful method for writing great and successful copy. But what does it stand for?

A = ATTENTION.  Grab your audience’s attention with a punchy, catchy, maybe even clever or risky headline. Make it strong. You only have one chance to make a first impression.

I = INTEREST.  Once you’ve attracted your reader’s attention you now need to develop and maintain their interest. Provide some key facts and details, make it relevant to them, how you offer a solution to their problem.

D = DESIRE.  Mention all the key benefits, the positive outcome, how they will feel after using your product or service. Give real examples, maybe a case study. 

A = ACTION.  Turn your reader into a trialist of your service or product. Invoke action and a sale. This is the call to action.

So there you go. Now you try. Next time you’re writing a piece of copy, put the AIDA system into use and see how it improves your writing.

Or if writing isn’t for you, call me! I can write for your business on any subject be it blogs, brochures, website copy, advertorials, press releases, adverts and more.


If you’re looking for ongoing Marketing support for your business why not consider booking a Free Consultation. 


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