A-I-D-A

The secret formula to write great ads “AIDA” stands for:

Attention – Grabbing the reader’s attention to make sure they continue to read-on.
Interest – Making sure they’re interested in what you have to offer.
Desire – Creating an unquenchable desire to make an appointment with you.
Action – Making your reader accomplish your desired action or outcome.

Attention
Before you try to grab your visitor’s attention it’s always best to start by listing what you know about your target buyers or ‘audience’.
Keep in mind that the headline is the most important piece of copy on your landing page.
Statistics have shown that 80% of people don’t read past the headline if it doesn’t grab their attention.

Interest
If your visitor has made it past your awesome headline they’ll arrive at the section where you’ll have started building interest.
Ask yourself, what about my property would make it interesting to my target buyers?
Does it solve a problem? Does it offer a solution? Does it have benefits? How can I explain this to my audience?

This section is meant to increase their interest in your offer with:
Facts and statistics or a captivating story!

Desire
The difference between interest and desire can be a little confusing.
An easy way to think of it is that desire has intent. Before you can create the desire to buy, you must have created interest. Once interest is created it will mature into desire.
In other words, desire is the stronger, more developed version of interest.
How can you create desire?
Again, by knowing who your target audience is you’ll be able to pinpoint their pain points, urges, likes, and desires.
Your goal in this section is to make your visitor say “I need this now!”
The best way to do so is to use words — depending on your desired outcome — that are linked with emotion. What emotion do you want them to feel to influence their action?

An example of some inspiring words you could use are:
Fulfilled, Liberated, Exhilarated, Unburdened, Brave, Daring, Balanced for example – unusual but powerful evocative words.
Avoid superlatives that really do not mean anything – such as “awesome beautiful lovely nice wonderful marvellous…”  

Action
This is the part when your copywriting efforts culminate in one action. This action is the outcome you’ve been aiming for throughout the whole ad.
The action, also known as your call to action, should drive your visitor to act. In the case of the property buyer or seller to contact you for an appointment.

By using exact, action-oriented language, you leave out any guesswork or doubts for the visitor.  Aside from the headline, your call to action should be your focus.
Be sure to guess and test your call to action to see what’s working for your visitors.

Putting it all together

There you have it guys, the AIDA formula. Simple but effective.  Next time you’re having trouble thinking of compelling copy for your marketing materials remember the AIDA formula.

• Attention
• Interest
• Desire
• Action

Start by capturing their attention, build up their interest in your product, create a desire for it, and make them act.
No copy is perfect the first time around so it’s always important that you test.
There will always be room for improvement. As you get to test your writing you’ll get a better sense of what is resonating with your audience.