For most business owners, writing sales letters is perhaps one of the most difficult things to do. But for those with basic copywriting skills, writing sales letters may not be as difficult as most people think it is. That’s because there are actually proven formulas that work for just about every type of business letter. One of these formulas is the AIDA principle. The AIDA Principle is an acronym for Basic Guidelines in Copywriting. AIDA stands for (A) attention, (I) interest, (D) desire, and (A) action.
Attention
The first thing the reader would do upon receiving your sales letter is to scan the entire content. Most sales letters are quite long, and customers really won’t take that long to read the entire content of your letter, unless it catches their attention by scanning it. That said, the cards should be eye-catching enough to draw the reader’s attention to the card.
This can be done by using a catchy and colorful headline. The header should also be in a different font size than the body of the letter. Using bullet points and subheadings would also help grab your reader’s attention. interest In capturing your customer’s attention, it is important to keep the customer interested in the following lines of the sales letter. The first paragraph is basically just as important as the title, as are the second and last paragraphs. Each paragraph should accomplish the purpose of keeping the reader interested in reading the next paragraph.
One way to keep the reader interested is by asking questions. Questions have been shown to arouse interest, as the reader will be forced to think while reading the question. However, it is important that the question is relevant to the product you are selling.
longed for
In a certain part of the body of the letter, second and third paragraphs perhaps, you need to stimulate the client’s desire to invest in the product. This part is crucial as it would provide the selling point of the product. This could be done by citing the benefits and advantages of owning the product.
If you’re promoting a laundromat, for example, you can mention that the laundromat is conveniently located across from a coffee shop where customers can grab a coffee while they wait, or that the laundromat has its own Wi-Fi network that allows Internet access in the inside.
Action
Finally, the last paragraph should encourage the customer to take immediate action to own the product. At this point, it’s vital that you convince him to do whatever it is you’re asking him to do. This can be done by mentioning the benefits he or she could get if they had a product now. In the case of the laundry example, you can say that there is a discount for the first 100 customers.
Applying the AIDA principle not only makes sales letter writing tasks easier, but also helps increase the number of customer responses to your sales promotion letter. Get more tips on writing sales letters.