AIDDA
A - GET ATTENTION

• Interesting headline- it can be factual, “One out of every 3 homes owns a computer.”
• Questions - “What does nearly every computer owner wish they had?”
• Lead-in - “The fastest computer just got faster, guess who makes it...”
• Benefit - “Jim Johnson never balanced his checkbook, until he bought a computer.”
• Humorous - “This computer WON’T talk back! - unless, you want it to.”

AIDDA
I - AROUSE INTEREST AND
D - STIMULATE DESIRE THROUGH THE COPY

WHEN WRITING COPY:

• Most important word is “You...”
• Clearly state your offer
• Keep reader in mind (avoid we, me, us, ours)
• What will your product/service DO for the reader?
• Short and medium length sentences
• State benefits from purchase at the beginning

The best writing tip in the world:

Get a separate piece of paper and write down the quantity of “we, us, and ours” in your copy. Then write down the quantity of “you and yours.” Remember the customer is more interested in reading about themselves than about your company. Compare the totals and see WHO you are writing about - you or your reader? If more you and yours then pat yourself on the back. IF there are more we, us, ours, then rewrite some of your sentences that contain “we, us, or ours” so that it addresses the needs of your customer. Count the totals again and see who you are writing about. Here is a simple example:

Old sentence: (sample statement in letter from company president):
We are so glad we bought a new XR Widgetmaker because now our production has doubled.

New Sentence:
Your order will be ready within 48 hours because your widgets are produced with the state-of-the art XR Widgetmaker.

AIDDA
D - DESIGN:

Design for your readers (age, style, etc.). See what works in your own mailbox.
8 critical areas of your mail piece

1. Front of the Envelope
2. Back of the Envelope
3. Response Card
4. Above the Salutation
5. First line of First paragraph
6. P.S.
7. Front of Brochure
8. Back of Brochure

Goal #1, Get it to the Right Person!
Goal #2, Get them to Read it!
Goal #3, Get them to Respond!
Goal #4, Get the Greatest Return!