There’s a formula well known in marketing. It applies to ads, websites, trade shows – most any form of marketing if it is to be successful.

AIDCA. It stands for:
A: Attract Attention
I: create Interest
D: build Desire for what you are offering
C: Conviction — be convincing & believable
A: Ask for Action

How do you apply this? Following is a brief rundown of each of these five points:

You attract attention with the location and appearance of your item. I like to talk about “grabbing eyeballs.” Another word for this is “impingement.” Someone has to notice you’re talking to them.

Interest is created usually with the headline or first words a person sees or hears. It selects out from all those who are exposed to your item, those who are potential buyers because you are selling what they need or want. “Homeowners! Are you over your head in debt?” is likely to get someone to read on if that is their situation.

You build desire by describing the benefits, by appealing to emotion with “sizzle” or appeals to status or image. It’s as much the imagery as the copy.

People are skeptical. Everything in your marketing has to be directed at building trust. Customer testimonials are basic to this, but even the look, the way you word a piece and how it is delivered can contribute.

Describe the features which add up to the benefits you are touting, anything to support what you are saying and make your offer more believable. Also address and overcome each key objection that the reader could come up.

Finally, ask for action. “Don’t Delay! Call today for your free examination!” If you don’t ask for the order, the response, the call, or whatever, you’ll get a lot fewer. Tell people what you want them to do.