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The Lost Art Of Fundamental CopywritingDean Phillips What ever happened to good old fashion, fundamental copywriting Has anyone seen AIDA I mean, before you can run, you first have to learn how to walk, right Yet, I see it over and over again. Marketers who cant even write a simple headline are trying to "hypnotize" readers with "psychological copywriting," because thats what a few of todays copywriting experts are telling them they should do! Ill let you in on a little secret. If you master the fundamentals of copywriting, youll automatically be writing hypnotic, psychological copy, because thats the essence of the AIDA formula. Heres a perfect example of the type of fundamental copywriting Im referring to: Following is a sales letter written by someone whom I have a tremendous amount of respect for, Dr. Kevin Nunley. I chose not to use a sales letter Id written myself, because I thought that might appear to be self-serving.
The above sales letter is one of the most fundamental, yet highly effective sales letters Ive ever had the pleasure of reading. How do I know its effective Because when I asked Rob Russell for permission to use his sales letter in this article, I also asked him if the letter was working for him. And he told me that he was very pleased with the results. I should also mention, in the interest of keeping this article as brief as possible, I intentionally left out the testimonials. If you would like to see the sales letter in its entirety, you can view it here: http://www.robrussellinfo.com That sales letter is a simple but psychologically powerful example of copywriting, because it follows the AIDA formula to the letter: A= ATTENTION: The very first thing your ad or sales letter must do is get your prospects "ATTENTION". The very best way to do that is with an effective headline. I= INTEREST: After you get your prospects attention, you want to get them "INTERESTED" in your product or service. You do that by immediately telling them what your headline promises. You dont waste their time with a bunch of fluff and garbage that nobody but you cares about. D= DESIRE: You have to make your prospects "DESIRE" your product or service. And the way to do that is with benefits, benefits and more benefits! A= ACTION: You want to close your ad or sales letter with a call to "ACTION!" In other words, ask them for the order. Its important to ask for the order at least three times, preferably six or more. Anyway, thats it. Youve just seen an example of fundamental copywriting at its finest. Forget about trying to write a brilliant, psychological ad or sales letter. Follow the AIDA formula faithfully, and I promise you, the brilliance will take care of itself!
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