The art of writing in such a way as to successfully convince our readers of a given cause, of the qualities of a product or the usefulness of a service, to make them understand the meaning of a phenomenon – this is copywriting . Translated from English, this term means “writing a text intended for publication”. As a profession, copywriting has become established in recent years in Bulgaria , although in reality it has always existed, much earlier, but not under this name.
Copywriting for publication is directly related to the various genres of journalism, advertising, and sales. Today, in the age of the Internet, without copywriting services, a website literally cannot function successfully. In the absence of good articles, online search tools will not accurately reflect your pages, product, service, thesis, or your presence on the web in general in a way that makes your work stand out in the virtual space.
And do you know what AIDA is?
Regardless of whether the text is written for paper or for electronic positioning, the key factor is marketability . And this is a type of marketing, a struggle to conquer minds, a search for the main strategy for success - both in advertising, product policy, market planning for specific clients, and in copywriting, we have target segments.
The tools are similar – capturing attention, convincing of benefits, forming a desire to purchase and finally – making a purchasing decision and the very act of acquiring the product – i.e. this is the essence of
the marketing formula called AIDA:
Attention
Interest
Desire
Action
AIDA indicates the individual stages that represent the reactions elicited in the customer, desired by the retailer during the entire purchasing decision-making process, so that he ends up with an actual purchase of what is offered.
How is the AIDA formula applied in copywriting? Is there a strict structuring of a "perspective" text?
It is good if the structure of the text itself follows the order of the stages of the formula, but it is not absolutely necessary. The boundaries between the individual phases are sometimes imperceptible, and in practice they work in the reader's mind in the expected order.
AIDA looks like this:
- In his work, the copywriter aims to evoke a certain set of emotions in the reader. First, the text must capture and hold the attention of the one who reads it. This can be achieved with an effective title, an emphasis in the opening paragraph, a message about something exceptional that the buyer can receive immediately. The most important thing is for the copywriter to be aware of who the article is intended for , how the words would sound in the ears of the target client. We do not need to have knowledge of psychology, we just need to write stylistically well, competently and test the text on ourselves, to enter the role of the potential buyer and thus assess whether we manage to attract attention or not. This is how AIDA begins.
- The next desired effect is to arouse interest. This stage is the most important , because here the reader understands why it is worth taking the time to read, how this article will help him, how he/she finds a part of himself/herself, his/her views, his/her needs; what he/she learns; what he/she will receive as a contribution, how he/she will improve his/her life, etc. Writing techniques do not have a template, they depend on the topic and the nature of the product or service being described. And logically, it follows…
- Formation of a desire for action on acquisition. The focus is on the main thing that the reader has drawn from the stage of arousing interest. The copywriter's task is to make him want the product by showing him a practical, real example and directly naming its advantages. What is interesting is not always what we need and here is the moment to make the client realize why he needs it . And once he wants to purchase or use the product, the user will proceed to…
- Action – the physical expression of the result of the decision to own – purchase, order the service, engage in active, socially significant activity and etc. The last element of the AIDA formula, with which the goal is achieved.
