According to Word Stream, most websites convert between 1 and 3 percent. Wow! Don’t you just wish theirs a copywriting formula you can use that converts your visitors into buyers? Well, there is. But first, let’s talk about a formula that’s responsible for a lot of bad conversion rates. AIDA.
Why the AIDA copywriting formula stinks
AIDA is the most famous copywriting formula out there. Its roots stretch back to the beginning of modern marketing.
The basic idea of the AIDA copywriting formula is to….
- Attract the reader’s attention
- Create interest and desire for the product
- Encourage people to act (Call-To-Action)
It’s so popular that people created different variations…
- ACCA (Awareness – Comprehension – Conviction – Action)
- AAPPA (Attention – Advantage – Proof – Persuasion – Action)
- AIDPPC (Attention – Interest – Description – Persuasion – Proof – Close)
- PPPP (Picture – Promise – Prove – Push)
There’re even copywriting formulas that make no sense at all like…
- AAPPA (Attention – Advantages – Prove – Persuade – Action
You go from getting the reader’s attention, to presenting your advantages? Advantages of what? The reader doesn’t even know the problem you’re solving. But I’ll cover that in another post.
They’re all variations of the good ol’ AIDA.
The AIDA copywriting formula sounds good, right? You go from getting the reader’s attention to getting him to act.
However, your website isn’t like a magazine or newspaper ad. You don’t need to draw attention as you would to a magazine ad. They already clicked on your website, of course you have their attention. You don’t need to spend precious website real estate trying to get their attention. It’s annoying.
Mind-blowing stuff ey…
You need to focus on the IDA in AIDA.
- Create interest by stating features and benefits
- Create desire through emotional writing
Most writers forget all about creating interest and desire. All they write is ATTENTION, ATTENTION, ATTENTION. Imagine someone walks into your shop, but you’re still trying to get their attention. Your reader isn’t interested when you write like that. They’re annoyed. That’s why most websites convert at 1 to 3 percent.
Stop trying to get your reader’s attention and start creating interest and desire.
Now that we’ve covered why AIDA doesn’t work, let’s look at formulas that work.
Build Interest using Value Propositions
People scan websites. They don’t read it.
When writing web copy, keep this in mind. Focus on creating interest and desire for your product or service. An easy way of doing this is by writing a value proposition as your headline. Examples of a good value proposition are…
We help small businesses increase sales by writing words that sell
If you don’t know how to write a value proposition, use the following formula…
Your Target Audience + Your Primary Benefit + How do you do it = A Good Value Proposition
A value proposition does two things. It interests your prospect and encourages him to stop scanning and start reading. It will also weed out anyone who doesn’t qualify as an ideal customer.
Now that you’ve created interest, you need to create desire.
Create Desire through Storytelling
The best way of creating desire is to write with emotion. Tell an emotional story your audience can relate to. When I sold Amazon FBA courses, I would start my sales page off with…
A few months ago, I was walking down the toy aisle with my little boy. I prayed to God that he wouldn’t ask me to buy him anything. He stopped… “Daddy, can you please buy me this car, all my friends have it,” he said.
I had to swallow my pride and explain to him that I can’t afford it. He looked down without saying a word. Somehow that felt worse than him throwing a tantrum.
If you were a dad who is struggling to make ends meet, you’d be hooked. This is the power of emotional storytelling. Use emotional storytelling in your web copy and watch how your conversion rate explodes.
Use PAS to address your prospects pain points
PAS stands for Pain – Agitate – Solve
Let’s talk about the P in PAS.
Why do people buy things? Because they’re experiencing a pain that your product or service can solve. It’s purely emotional.
According to Harvard professor Gerald Zaltman, 95% of buying decisions are emotional. Who knew?
State the pain your audience is experiencing. The more emotional it is, the better.
When Apple releases a new iPhone, are people standing in line for days just to buy a phone that’s slightly better than the one they have? Or are they buying the status that comes with having the latest iPhone?
Once you’ve brought a pain point to your audience’s attention, it’s time to agitate that problem.
Now, it’s time to present the consequences of not acting.
For example, if you’re selling home security equipment, the consequences of not acting may include…
- Increased risk of burglary
- Putting their loved ones at risk
- Always worrying about their home’s safety
You just need to dig deeper into the original problem you’ve brought to their attention. This will get the customer excited to find a solution. Oh, and by the way, we have the solution. 😉
Now it’s time for the easy stuff.
Once you’ve presented an emotional problem. Got the reader jumping out of their seat looking for a solution, it’s time to present your product or service as the perfect solution.
By using PAS, you don’t have to hard-sell your product or service. Your customers don’t feel like they’re being sold to. They feel like you’re doing them a favor by presenting them with a solution.
Simply state the features and benefits of your product and strategically place a few call-to-action buttons on your website. Place these CTA buttons where your audience is likely to buy. For example, after you’ve made a good point, or after you’ve listed your features and benefits.
You never want your reader to look for a CTA button. When it comes to CTA buttons, more is better than less.
Here’s a helpful article done by Neil Patel on How to Create the Perfect Call-to-Action.
By using the PAS formula, you’re not writing to get attention. You’re addressing emotional problems, agitating that problem, and presenting your product as the solution.
By the way, if you’re looking for someone to write a killer website that converts, send me a message and I will help. 😊
- Interest your ideal customer by writing a value proposition
- Create desire by using emotional storytelling
- Use the PAS formula to identify your audience’s pain, get them looking for a solution by agitating their pain, and presented your product as the solution.
There isn’t a secret copywriting formula that sells. It isn’t about choosing the right words or using short sentences. It’s all about knowing your audience so well, that it seems as you’re reading their minds. Do that, and your words will flow naturally.
Do you have any questions? Let me know in the comments below.