If you have ever read any books on print advertising copy, you probably came across the AIDA formula. This is a basic set of steps or advertising rules that many professional ad copywriters use when the formulate their print advertising.
These four key components for effective print ad copy are Attention, Interest, Desire and Action. Grab a reader’s attention, pull them into your message with interest, create the desire, and encourage them to take action.
Of course, how you approach your ad copy is closely related to the service or product you’re selling, so while this is not a hard and fast rule, it’s always good to keep these items in mind while creating your newspaper ad or magazine advertisement.
Start with the first draft.
- Start with the reader in mind. Who is your audience? What is that one thing that can grab their attention?
- Transition from attention to interest. Now they see your ad. What is the one thing that will hold their interest?
- Create the desire. Now work to make them really want it!
- Fulfill the need. Now appeal to their left brain. What are the benefits, that unique quality of your product or service?
- Present the offer. What’s the one thing that will make them take action? Let them know what to do next!
- Create a sense of urgency. The easiest thing for a reader is to turn the page. Don’t let them get away! Add a limited time offer, or bonus if they act NOW.