First of all let’s say that copywriting and copyrighting are two different things as the first refers to writing for marketing purposes while the second is about the protection of author’s rights, so are two completely different things and must not be confused. Goals of Copywriting are moving readers to perform a task as buying a product through a landing page or give their personal contact informartions through a squeeze page.
To persuade is not easy and requires a deep knowledge about human psyche, luckily have been developed some strategies that can help to move people to do what we want: here i talk about AIDA that is the acronym of Attention Interest Desire Action and that is a path that start from attention to get to action through interest and desire. Let’s see them:
Attention: as in a newspaper we choose the article to read mainly by its title so is in the web, people choose to read or not our article between the others in a Google search result following the same criteria. A good title grabs attention and inserting numbers in it can really help, for example 10 ways to increase online sales attracts more people than ways to increase online sales because it’s more precise and it’s not generic.
Interest: Our visitor is in our landing page and so we have the attention but we must turn it in interest: interest not in our product but in what we have written as we don’t want that gets somewhere else. To generate interest we must talk about benefits instead of features as we want to increase the perceived quality, we must enhance benefits by using metaphors as one example can be the ability of creating urgency is like to hypnotize someone when we get it then every our command will be done.
Desire: now we must turn interest into desire and to do this we must touch feelings and the innermost dreams having a website that sells is like to have a person working for you and this means have more time for hobbies and fun: this statement is centered on the fact that everyone of us would like to have more free time to do interesting things, it’s normal to like this and it’s put in connection with a site that sells.
Action: when we have acted to turn interest into desire then we have to move our readers to action and so we can order them to buy by including a button on which is written order now.
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