Forget A.I.D.A!


 We are all familiar with AIDA, which stands for Attention, Interest, Desire, Action.

Forget about AIDA today, and allow me to expand your mind with the many other copywriting formulas.

There’s “ACCA.” It stands for “Awareness, Comprehension, Conviction, Action”

And then there’s Earle Buckley’s favorite, “IDCA.” That one stands for :Interest, Desire, Conviction, Action.”

There’s also Robert Collier’s “AIDPPC.” It stands for “Attention, Interest, Description, Persuasion, Proof, Close” and probably a few other things we’re forgetting.

There’s also “AAPPA” from the genius Victor Schwab, which stands for “Attention, Advantage, Proof, Persuasion, Action.”

And then, William Steinhardt’s old ad formula — take a breath for this one — “ABCDEFGHIJ.”

As I’m sure you’ve guessed, it stands for “Attain Attention, Bang out Benefits, Create verbal pictures, Describe success incidents, Endorse with testimonials, Feature special details, Gild with values, Honor claims with guarantees, Inject action in reader, and Jell with postscript…”


Have fun.

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