Writing copy that converts is not a one-size-fits-all task. You need to tailor your message to the different stages of your customer journey, from awareness to action. In this article, you will learn how to write copy that matches the goals, challenges, and emotions of your prospects at each stage, and how to use the AIDA formula to structure your copy effectively.
At this stage, your prospects are looking for information, education, or inspiration. They may not know you or your solution yet, so your copy should focus on attracting their attention, sparking their curiosity, and demonstrating your authority. Use catchy headlines, compelling stories, and relevant keywords to draw them in. Avoid being too salesy or pushy, as this can turn them off. Instead, aim to provide value, build trust, and create interest.
In my experience, the awareness stage starts with great keywords. If your product or service is not something that a potential client/customer is already searching for, you will not be able to capture their attention. After identifying the right keywords or phrases, I utilize a headline analyzer tool to assess the attractiveness of my headlines, email list subject lines and titles of offers. By using these methods, I have been able to achieve opt-in conversion rates of 33-70+% on my lead pages. This without using paid ads and by adding links to my opt-ins in my social bios.
Understand your audience. Identify your target audience and their pain points. What problems do they face that your product or service can solve? Craft copy that resonates with their needs and aspirations. Focus on providing valuable information, insights, and educational content. Aim to build trust and credibility.
At this stage, your prospects are more engaged with your content and want to learn more about your solution. They may have specific problems or goals that they need help with. Your copy should address their pain points, highlight your benefits, and differentiate your offer from the competition. Use clear and concise language, bullet points, testimonials, and social proof to show them how you can solve their problems and improve their situation.
At this stage, your prospects are ready to take action, but they may still have some doubts or objections. Your copy should amplify their desire, overcome their resistance, and persuade them to buy. Use emotional triggers, urgency, scarcity, and guarantees to motivate them to act. Show them what they will gain by buying your solution, and what they will lose by not buying it.
At this stage, your prospects have decided to buy your solution, but they may still need some guidance or reassurance. Your copy should make the buying process easy, smooth, and enjoyable. Use clear and strong calls to action, simple and secure checkout forms, and confirmation and thank you messages to guide them through the transaction. Follow up with them after the purchase to ensure their satisfaction, loyalty, and referrals.
AIDA stands for Attention, Interest, Desire, and Action. It is a classic copywriting formula that helps you structure your copy according to the different stages of your customer journey. You can use it as a checklist or a template to make sure your copy covers the essential elements of persuasion. To start, grab your prospect's attention with a powerful headline, captivating image, or surprising fact. Then, generate interest with a relevant hook, compelling story, or valuable insight. After that, create desire with a clear benefit, unique selling proposition, or strong proof. Finally, prompt action with a clear and urgent call to action, limited offer, or risk-free guarantee. By using the AIDA formula in your copywriting, you can increase your chances of turning prospects into customers.