This strategy has been around since Claude Hopkins. It’s got more identities than Batman. Some call it A-I-D-A (Attention, Interest, Desire, Action). Others say it’s the 4 Ps (Promise, Picture, Proof, Push). Old-fashioned? Maybe. But it works.
Here’s how.
Step One: Attention or Promise
This is the big idea. The one that has to make anyone who sees or hears it stop and look. It’s what you’re offering. The box, the book, the solution to the problem that’s got your prospects staying up late at night.
Step Two: Interest or Picture
Now we’re telling people what they’ll get. Describe the results. How much better they’ll feel. The money they’ll earn. The peace of mind they’ll have because their cars will run better. The instantly recognizable logo that will make the competition look shabby and cheap.
Step Three: Desire or Proof
Why your readers want this. Proof that it works. Testimonials from other people. Statistics showing why your solution is better. Put your guarantee here.
Step Four: Action or Push
Last (but never least) the call to action. If it’s a limited offer, say so here (it adds urgency). This is where you tell people to go do something. How to get the product. Exactly what they have to do, and what will happen afterward.
Image: Karen Horton
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