If Youd Like to but Cant

If you don't have big advertising dollars you are in the same boat as thousands of others. Nevertheless, there is a lot of common sense to advertising that you can adapt to your advantage. The shorthand for the process of conversion is generally known by the acronym AIDA.

1. Attention—The product is brought to your prospect's notice pertinently.

2. Interest—The prospect begins to think this might be useful.

3. Desire—Longing replaces logic as interest deepens.

4. Action—Finally the prospect decides to make the purchase.

David Ogilvy said that 90 percent of this work had to be done in a 16-word headline. Try hard, but remember, most copywriters in a lifetime never get the reader beyond the D for Desire.

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