I did an experiment last week.
I saw a product that boasted having the perfect framework to write a kick-ass sales letter.
It was new.
Cutting-edge.
All the stuff you’d expect from ‘hypey’ sales copy. I assumed it was just the AIDA formula.
AIDA stands for Attention, Interest, Desire, and Action. It’s what nearly everyone on the planet should be using if you’re selling a product or service.
The AIDA model is old school. It’s been around a long time and it works harder than a border collie!
Ok, back to my experiment…
I paid nearly $100 to sign up. Only to learn I was right. The magic formula they were selling was just the AIDA formula rebranded as their “proprietary” thing.
What’s the lesson here?
Brilliant copy or a great sales letter will get you the sale. But you won’t keep most your customers (I know I’m never buying from these guys again). Instead of nurturing an audience you’ll have to get more and more and more new customers.
If that floats your boat, great. I’d honestly rather deliver pizza for a living.
Be true to your vision and yourself. And more importantly be true to those you wish to serve.
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Adam “ain’t delivering pizza anytime soon” Street