The Lazy Man’s Way to Write Winning Copy

Today I’m revealing a strategy every top writer uses to crank out winning copy.

Not only that, but this “secret” will demolish writer’s block too.

Never again stare at a blank screen hoping for inspiration. 

Never again feel like you don’t have a clue what to write or where to start.

The technique I’m about to reveal to you reminds me of the time I was invited over to a friend’s house for lunch.

Joan was a few years out of high school and renting a place of her own. 

She was getting a feel for having responsibility and was figuring out how to survive in the real world.

One day she invited a couple of us over for lunch. 

Joan was adamant about not getting any help preparing the lunch. 

We were proud of Joan and her efforts. You could see the pride she exuded as she made a delicious lunch for her friends. 

She was independent and ready to take on the world.

Like the perfect hostess she had everything under control.

We sat anxiously awaiting the yummy meal she was preparing.

Lunch was soon served. Grilled cheese sandwiches and soup. 

I was hungry and ready to chow down.

Joan watched us eat with joy and pride. She had done well and you could see how happy she was.

The sandwiches were good. 

The soup on the other hand was way too thick and too salty to eat.

Like a balloon that’s been popped, Joan’s spirits instantly sank and she began to cry.

She failed at her first attempt to prove herself in front of her friends. 

She was devastated.

In her eyes, lunch was ruined and she had lost face in front of those she cared for and wanted to please.

It took some convincing, but we eventually got Joan to calm down. Reassuring her it was OK.

When we looked into what happened with the soup, it became obvious.

Joan didn’t bother reading the directions. It was condensed soup. The recipe required adding two cans of water to the mixture. She had only heated the contents of the can. 

It was an easy mistake for someone who didn’t know any better.

And therein lies the secret top writers use to crank out winning copy.

Follow a simple recipe when you write.

Never again stare at a blank page wondering what you’ll write.

If you don't know where to begin or how to start, follow an easy-to-use template.

Start with a familiar formula and fill in the gaps. It really is that simple.

Here’s one that is tried and true. This can be used for any kind of persuasion. Face-to-face sales, selling in print, compelling content, or from the stage.

The simple formula is AIDA. It stands for Attention. Interest. Desire. Action.

You can even put these words on the page and use it as an outline to help you get started. Like this:

Attention:

How can you get someone’s attention? In copywriting the natural choice is a headline. Maybe a graphic or photo will do. On a VSL it could be a dramatic scene or opening monologue.

What will get your reader’s attention? 

What will grab them and get them to stop long enough to read the subhead?

And then the next line?

Or watch for 10 more seconds so you can hook them?

Interest:

Now that you have the attention of your audience (reader, viewer, etc.), what can you write that will interest them? 

If you’re drawing a blank here, it may be an indication that you don’t have enough research. 

Do you know who your audience is? 

What are their feelings, beliefs, and desires?

What problem does your solution solve? Can you flesh out both in an interesting way?

What’s unique about the product you’re offering? 

Why should they listen to you? Who says so? 

What proof do you have?

Does it work for others?

Desire:

We have the attention of our reader and have kept them engaged long enough to get them interested. 

Now we need to fan the flames of desire for our product.

Here I’m using the term product in a general sense. You can substitute in whatever you’re writing about - product, service, cause, donations, etc.

The big takeaway for desire is the benefits of what you’re offering. 

What are the advantages of using your product versus any other option that’s available?

What is the end result your product delivers? How will your reader feel once they’ve achieved this?

How is it going to make your prospect’s life better? Easier? 

Is there a limited supply? Limited seating? 

For the most part people want fast, easy, and cheap. 

How can you position your product to hit all of these points?

How can you position price and offer to make your product even more desirable?

Once you’ve built up sufficient desire for your product it’s time for...

Action:

What is it you want your reader/watcher to do?

Do you want them to pick up the phone and book an appointment? Order the product?

Do you want them to click the link below?

Do you want them to fill out the order form and mail it in today?

Tell your reader exactly what you want them to do. Be specific. Be clear. 

Tell them what’s going to happen next.

“After you click the link below, you’ll be taken to a confirmation page where you’ll…”

Leave no chance for your prospect to guess or have to figure out what to do.

Tell them exactly what to do. (Yes, I repeated myself here - it’s that important).

“Pick up the phone and dial the number. Ask for Mary when someone picks up…”

When you tell someone what to do and what will happen next, they feel at ease. 

There’s no mystery. There’s no guessing. It lessens hesitation to proceed.

The AIDA model goes back decades. It’s stood the test of time because it works.

You can add more questions to the ones I’ve listed above. But these should give you a good start.

 You don’t have to start from scratch each time you sit down to write. Or give a speech. Or give a presentation.

Salesmanship is salesmanship. Whether it’s in print or in person. 

Use the AIDA template whenever you want a quick and easy way to ensure you cover your bases and craft winning copy.

There are three things you can do to get maximum effectiveness out of using the AIDA model to crank out copy that converts.

1. Have plenty of research to back you up. Make sure you have all the facts you need. 

Interviews, spec sheets, formulations, ingredient lists, all the facts about each ingredient and the benefits, you want to have testimonials, credentials of the doctor, case studies, peer reviewed journal articles, press and media mentions...and any other type of research and background material you can get your hands on. 

Having plenty of research at the ready goes a l-o-n-g way to ensuring you don’t get tripped up and run into a roadblock.

2. Use the AIDA template as your outline. It may seem simplistic, I know. But if you want to make the best use of your time and ensure all your bases are covered, this is the way to go.

Also, this will eliminate the blank page blues. You can use the basic outline I provided above. I’ve given you a good start, but you can certainly add more questions. 

An easy way to get started is just answer each question. You can go back later and delete the questions and AIDA headings. Then weave in transitions, dialogue, clean it up, etc.

3. Check your recipe when you’re done. It’s always good to go back and check your work when you’re done. Ask yourself. Will this get my readers attention? Have I stirred up enough interest with what I have? Have I sufficiently fanned the flames of desire for the product? Is my call to action clear? 

Then read your copy out loud. Are there any awkward phrases? Does it read easy and clear? Do the words flow just life a conversation? Is the path clear all the way through from beginning to end?

You now have a powerful secret that the best writers use to crank out winning copy. The AIDA model is one of many templates you can use to write the best ads and promotions.

James Wolfe has twelve years face-to-face sales experience. He has sold tens of millions of dollars’ worth of products, predominately to people 50 years of age and older.  He now offers copywriting and consulting services to alternative health companies. 

To discover how you can benefit from a copywriter with a dozen years of sales experience combined with a passion for life-long health and fitness, contact James today. https://WolfSalesCopy.com/contact/