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In my direct mail seminars, I've suggested that participants post this short list of basic rules
where they will see it every time they write or edit direct mail copy.
COPYWRITING FORMULAS
Probably no other form of writing has brought forth more formulas than direct mail. Every copywriter,
it seems, has his or her own set of guidelines for writing. And yet, when the time comes to
do the writing, the "formula" recedes into the subconscious rather than serving as a step-by-step
outline. However, formulas can be helpful as an organizational tool and as a method to analyze
whether or not a piece of copy covers all the bases.
By far the most popular — and probably the oldest — of all direct mail copy formulas is one of
the most simple: AIDA.
A Attract the reader's attention.
I Arouse the reader's interest in the proposition.
D Stimulate the reader's desire to take action.
A Ask the reader to take the action requested.
There are several variations on the AIDA formula. The late Robert Collier insisted the proper
order for sales letters was:
Earle A. Buckley had this variation:
Attention
Interest
Description
Persuasion
Proof
Close
Interest Desire
Conviction
Action
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