Page 92 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

is true. Your market trader has it easy. His customer can squeeze,
smell, and look at the pineapple to verify that it is indeed lovely and
fresh. Copywriters have to work harder in this department. Which
is why we rely so much on testimonials, endorsements, statistics,
guarantees, and all the rest of the techniques at our disposal.
One thing to say about AIDCA is that you don’t have to stick rigidly
to it as a sequence. With email, for example, it pays to get the call to
action in immediately. People may be (only) looking at your copy
in the preview pane of their email client. So burying the hyperlink
below the fold means you’re not giving them any way of responding
at that moment. Which you should.

In practice

• Gain attention with a headline. Stimulate interest by making

your copy relevant to your reader. Engender desire by showing
how their life will be improved. Get conviction by proving what
you say is true. Secure action by being clear and direct.

• View AIDCA as a checklist rather than a sequence and adapt

each message to the circumstances and medium.

100 GREAT COPYWRITING IDEAS • 83