Depending on who you talk to, there are roughly 21 different copywriting formulas. One of them even has 32 steps.
Effective copywriting is a kind of mix-and-match affair, since no one formula works every time, not even the classic A.I.D.A.
No matter how creative a copywriter gets, the A.I.D.A formula is still the baseline.
ATTENTION: Here’s a problem – dingy whites and dull colors.
INFORMATION: This soap, with its new, magical cleansing formula can make your white clothes whiter and your colors SPARKLE!
DIRECTION: Drop every thing you’re doing right now. Get in your car drive to the store and buy this soap. Mention this commercial and get a second bottle FREE!
ACTION: Hey! I said do it NOW! So what if the store is six miles away in rush hour traffic. You want your clothes to sparkle. MOVE IT!
OK, so I took a little license, but you get the idea. Its a classic formula that can still work when matched with a market that needs the product and has a strong emotional connection to it.
Test yourself, for the fun of it. Look at some of the other copywriting formulas I earmarked at the top of this column. How would you rewrite the ad to make it stronger and more effective?
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