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Sales Letter Writing - Using Aida
By Sharon Jacobsen, Sat Dec 10th
Writing a sales letter that really moves the product it'spromoting isn't something everybody can do, but there are thosewho could well be great marketing copy writers, but who stillhave to learn the basics of direct mail copywriting, be it forthe web or for print. One of the most successful formulas for any copywriter is what'scommonly known as AIDA, an acronym for Attention, Interest,Desire, and Action. If you've had any previous interest in copywriting, you'llprobably have heard of AIDA already, but knowing what it standsfor isn't synonymous with knowing how to put it into use. Justhow do you grab the reader's attention? What's needed in orderto get them interested in the product? How do you stimulate thedesire to own the product? And finally, what action's needed andhow do you get the reader to do as you ask?
Attention The average website visitor will spend just seven secondsscanning a page before deciding whether or not it contains theinformation he's looking for. Unless he feels that your page isthe right place for him to be, he'll be out of there quickerthan the proverbial bat in a hot place! As sales letters are notoriously long (there's a lot ofinformation to be given, after all), it's important you use:
* Bullet points * Headings * Coloured text * Tables * Graphics All of the above will draw attention to important points withinthe letter. Use them to draw the reader to those points youbelieve he needs to notice during his initial scan, as well aspoints you feel ought to be highlighted whilst he's reading -after all, few people read everything that's included in a salesletter. Interest Now that you've got the reader's attention, you need to keepthem interested. The first paragraph of your sales letter is very important here,as it needs to arouse curiosity. The best way to do this isgenerally through a question. * Do you know how many people are paying too much for theelectricity? * Isn't it about time the government improved our schools? * What do you imagine's the best way to earn money on theInternet? * How often have you been made a promise that wasn't delivered?
A question will immediately engage the reader, rousing interest. However, it's important that the question is relevant to theproduct you're selling. There's no point in asking about theprice of electricity if you're selling a cocktail shaker! Questions also need an answer. Make your answer interesting. ~~ According to a recent survey carried out by "Surveys Inc", 36percent of Americans are paying well over the odds for theirelectricity supply - and most don't even know there's a cheaperalternative! ~~ ~~ 36 percent of Americans pay too much for their electricityand have no idea they could get it cheaper. ~~ Which do you think works better? I'd say the first examplebecause it tells you where the data comes from, usesconversational language and has a mild "shock" element to it. Use humour where suitable and keep the tone light. Give thereader facts but don't drown him in dry statistics and lists ofnumbers. Ask yourself whether you'd find what you've writteninteresting or not. Desire Hopefully, you'll have hooked your reader and have himinterested enough to want to know the benefits
Cholera: 10 killer facts
Cholera is caused by becoming infected with a bacterium called vibrio cholera. It's a disease that affects the bowels and in its most severe form is characterized by acute watery diarrhoea that can lead to immediate death through severe dehydration and kidney failure.
Less sun, more depression for people with SAD
Douglas Cootey is replacing his lightbulbs with brighter ones, but not just to see better. The new broad spectrum lights simulate sunlight, and might help enliven his mood in the gloomy winter months.
Zimbabweans ill and dying from cholera crossing border
Doctors worry about the woman sitting on a bed inside the large tent, an IV in her arm. Chipo Matewe, 23, is eight months pregnant and stricken with cholera.
Zimbabwe cholera death toll nears 500
Zimbabwe's cholera outbreak has killed nearly 500 people, according to the World Health Organization.
Allergic and wheezing, but still keeping pets
It started with sinus congestion for Shawna Coronado. Then the splitting migraines came. Coronado soon discovered the furry causes: Harrington and Kalamazoo.
Texts used to tackle South Africa HIV crisis
One million free text messages will be sent every day for 12 months from Monday in South Africa in a bid to raise HIV awareness and encourage testing for the disease.
Obama, Blair laud Bush's AIDS work in Africa
President-elect Barack Obama doesn't often offer praise for President George W. Bush's foreign policy, but on Monday he offered the outgoing head of state accolades for battling AIDS in Africa.
World AIDS Day 2008: Much accomplished, much to do
When we commemorated the first World AIDS Day on December 1, 1988, we had little to celebrate.
S. Africa ends decade of denial on AIDS
Church bells tolled, workers put down their tools and court proceedings stopped Monday as South Africa marked a minute of silence for AIDS victims and ended a decade of denial about the epidemic.
Holidays bring challenges for eating disorder sufferers
The sweet smell of sugar cookies baking filled the air in Kris Shock's kitchen.
CNN Student News Learning Activity: World AIDS Day
Students will learn about the history of the AIDS pandemic and the status of AIDS in the United States. Students will create ways to inform various demographic groups in the U.S. about the risk of HIV/AIDS.
Shenae Grimes Denies Eating Disorder Rumors
"This is me, this is my body – I have accepted it," the 90210 star tells PEOPLE
This week on Inside Africa...
This week on Inside Africa, we mark World AIDS Day. Many Africans would rather not know their HIV status, because they're afraid of being shunned. Can a new program in Kenya get them to get tested anyway? And we'll talk to South Africa's new health minister about how she's dramatically changing her country's AIDS policy.
Life imitates art as 'Truman syndrome' diagnosed
One man showed up at a federal building, asking for release from the reality show he was sure was being made of his life.
Report: Myanmar HIV/AIDS treatment crisis deepens
Almost 25,000 people will die this year of HIV/AIDS in Myanmar unless lifesaving treatment is significantly increased, according to a new report.
Quiz India's mother of invention
What does it take to become the CEO of India's biggest biotech company and the richest woman in India?
Newer heart test may not be better
An expensive CT scan that uses multiple X-rays to produce spectacular 3-D images of the heart can't replace tried-and-true coronary angiography for finding blocked blood vessels in chest-pain patients, according to a study in the New England Journal of Medicine.
A vet's battle with Lou Gehrig's disease
Thomas Cuddy enlisted in the U.S. Army 28 years ago, but he's facing his greatest battle now that he's out.
Cancer rates fall, but lung cancer still problematic, report says
Rates of new cancer diagnoses and deaths for U.S. men and women have fallen for the first time, according to a new report from leading cancer and medical research organizations.
Can some breast cancer tumors regress if left untreated?
Do more frequent mammograms pick up some breast cancer tumors that might have gone away without treatment? Possibly, according to a controversial study published this week in Archives of Internal Medicine. However, experts caution that the research raises an interesting question, but can't definitively answer it.
Papua plans electronic tags for AIDS patients
Lawmakers in Indonesia's remote province of Papua have thrown their support behind a controversial bill requiring some HIV/AIDS patients to be implanted with microchips -- part of extreme efforts to monitor the disease.
Little progress, many holes in kids' mental health system
As mental health advocates, policy makers, practitioners, educators and researchers gathered at the Carter Center to discuss the progress in addressing American children's mental health needs, a drama of sorts was reaching its conclusion halfway across the country.
Study: Pill as good as chemo for some patients
A cancer treatment that comes in a pill is as effective as the standard chemotherapy for lung patients who had previously been treated for their cancer, according to a study released Thursday.
Brush your teeth, save your life?
Oral surgeon Dr. Gary Bouloux is about to pull a diseased wisdom tooth from his patient's mouth, using forceps that look like a pair of silver pliers.
Study: Ginkgo doesn't cut dementia risk
The popular herb ginkgo biloba does not reduce the risk of dementia or Alzheimer's disease, according to a study of more than 1,500 elderly patients who took the supplement. Often touted as a way to preserve aging memories, no large-scale, randomized clinical trial -- until now -- has thoroughly evaluated the safety and effectiveness of ginkgo biloba extract as a way to prevent dementia.
Tuberculosis: A new pandemic?
Many people think of tuberculosis as being a disease from the past. The truth is far from it: Tuberculosis is mutating into dangerous new strains for which there is no known cure.
Fertility treatments linked to certain birth defects
A new study from the Centers for Disease Control and Prevention has found that infants born as a result of assisted reproductive technology, or ART -- such as in vitro fertilization and the use of donor eggs -- are two to four times more likely to be born with certain types of birth defects than infants conceived naturally. But, the study's lead author says, the overall risk is still relatively low.
Half of primary-care doctors in survey would leave medicine
Nearly half the respondents in a survey of U.S. primary care physicians said that they would seriously consider getting out of the medical business within the next three years if they had an alternative.
Teens have fewer aids for kicking the habit
It was just after 7 a.m. and Cassie Graham was lighting up her second cigarette of the morning.
HIV-positive travelers challenge countries with 'no entry' policy
When HIV-positive Winnie Sseruma was invited to speak on the subject at the United Nations in New York last June, she never expected that her condition would prevent her from obtaining a visa.
Study identifies effective irritable bowel syndrome therapies
Peppermint oil, soluble fiber, and antispasmodic drugs can indeed help people with irritable bowel syndrome, according to an analysis of 25 years of research on the condition, which is characterized by bouts of diarrhea and constipation.
Google tool uses search terms to detect flu outbreaks
If you have a fever, headache and runny nose, you might go to Google and type the words "flu symptoms" to see whether you've come down with influenza.
Tuberculosis: 10 killer facts
Commonly thought of as a Victorian disease, tuberculosis, or TB, remains a persistent global health problem. It is a common disease of the lung that is airborne and highly contagious.
Experts weigh in on which vitamins to toss back or toss out
Americans love to take their vitamins. More than 150 million Americans take dietary supplements according to the Council for Responsible Nutrition, a supplement industry trade group.
U.S. gets 'D' on premature birth report card
The odds of having a premature baby are lowest in Vermont and highest in Mississippi.
Less sleep in older adults linked to heart attack, stroke risk
People in their 60s and 70s who have high blood pressure may want to make sure they get enough sleep. A new study suggests that if they log fewer than 7.5 hours under the covers every night, they're at greater risk of heart attack, stroke, and sudden cardiac death than their peers who get more shut-eye.
America's healthiest grocery stores
Let's face it: Your weekly (or daily!) run to the grocery store is the foundation for your good health. So it's thrilling news that the supermarket industry is on a health kick -- these days you'll most likely find organic produce and "natural" packaged foods at almost any store you go to. But which chains are outdoing themselves to deliver the freshest and healthiest foods to you? And which ones provide the best tools to help you make smart choices? We asked six prominent health experts to help us pick the top 10 healthiest grocery stores out of the nation's largest chains. Health.com: Meet our judges
Commentary: Mr. President-elect, strengthen fight against cancer
Here's something that should outrage you: Every day, more than 1,500 Americans die of cancer. Our federal government knows how to prevent many of these losses. Tragically, its attention has simply been elsewhere.
Study: Cholesterol drugs could help those with healthy levels
Healthy men and women with good cholesterol levels could significantly reduce their risk of heart disease by taking cholesterol-lowering drugs, better known as statins, according to a study released Sunday.
Testosterone patch may kick-start sex drive in women
Postmenopausal women who have lost interest in sex may be able to bring their libidos back to life with a testosterone patch, according to new research published this week in The New England Journal of Medicine.
Know your blood pressure and protect your heart
High blood pressure is truly a silent killer. In fact, a heart attack or stroke may be the first sign that you even have a problem. That's why it's so important to get your blood pressure checked every time you go to the doctor -- especially if you're a woman.
Vaccines: Separating fact from fiction
When Katie Shutters's 13-month-old daughter, Averie, was born, she followed the recommended vaccine schedule for two months. Then she did some research and decided to hold off on additional shots until Averie turned 9 months old. "I liked the idea of my breast milk giving her the immunities she needs and allowing her body to work for her instead of some medicine," says the stay-at-home mom from Indianapolis, Indiana. "She isn't in daycare, and we don't travel overseas. I had concerns about injecting her for no reason."
Aid group: Missing cash hits Zimbabwe's malaria fight
Political corruption in Zimbabwe threatens efforts to save millions of people from malaria in the southern African country, according to aid agency officials.
Anthrax death sparks London health alert
Health experts were on Monday examining the home and workshop of a London drum-maker who died after inhaling anthrax spores while handling imported animal skins.
Advocates Push for Voting Rights for Mentally Ill
Advocates are working to change that with a nationwide effort to make sure those with mental disabilities know their rights and exercise them on Election Day
Daylight-saving time could sabotage your sleep schedule
The thought of gaining an extra hour of sleep at the end of daylight-saving time may make you giddy with excitement -- but the time switch could also be a trigger for nighttime sleep and daytime alertness problems. Whether you have an existing sleep condition or you've always gotten regular shut-eye, there's a chance you could be hurting once the clock falls back on Sunday.
Is your doctor prescribing a placebo?
When Dr. Danielle Ofri first read the headlines, she was horrified: Doctors were prescribing placebos to their patients instead of real medicine. How awful, she thought. How deceptive.
French scientist unveils artificial heart
French scientists have unveiled a working prototype of a fully artificial heart which is based on the technology of satellites and airplanes.
French Try Plane Technology in Artificial Heart
In the race to build a better artificial heart, French scientists have turned to technology from satellites and airplanes to create a heart that they say responds better to the human body
Cast a vote, get vaccinated, nonprofit urges
Record numbers of early voters are lining up across America, and one nonprofit hopes health is on at least some of their minds.
Secret allergy triggers -- revealed!
You could blame weeds, trees, and grasses if you start itching, sneezing, coughing, and wheezing this fall. But the usual suspects aren't the only triggers. A host of household items -- candles, chemicals, stuffed animals, and spices -- may be the real culprits.
NFL stars no match for bacteria
A 6-foot-4 football player is more than a million times the size of a typical Staphylococcus bacterium. But under the right conditions, that athlete could find himself defenseless against the microscopic bug.
Doctors work to rescue patients in Iraq's mental health system
The man sits gently rocking on the bed, one hand clutching a cloth, the other hiding his face from view.
In breast cancer journey, women need a patient partner
When a woman goes through breast cancer treatment, the shape of her chest changes, hair falls out and eyebrows thin. She'd probably tell you she's had better days.
Iraq vets and post-traumatic stress: No easy answers
Walking through a crowded shopping mall can bring back memories of war. The shifting crowds, the jostle of passers-by and the din can all trigger Army Sgt. Kristofer Goldsmith's post-traumatic stress disorder.
A Slew of Staph Infections Tackles the NFL
The league is learning the hard way that a microscopic foe can be much more imposing than a 300-pound lineman, as a sudden slew of staph infections has sacked several football players
Depression during pregnancy doubles risk of preterm birth
Depressed moms-to-be are more likely than nondepressed women to have a preterm birth, and the worse their mood, the greater their risk, says a new study published in Human Reproduction. In fact, women in the study who were severely depressed during early pregnancy more than doubled their risk of giving birth to premature babies.
Parents press for autism insurance coverage
Parents of children with autism often say it's like being on a roller coaster 24 hours a day. And the ticket for the ride is jaw-droppingly expensive.
The cholesterol-inflammation connection
Cholesterol has long been seen as the key culprit in cardiovascular disease. But nearly half of all heart attacks occur in people with normal cholesterol levels, which suggests that another factor is at work.
Scientists Bleak About AIDS Vaccine Prospects
The global economic turmoil is likely to take its toll on AIDS research funding and add to the problems plaguing the search for a vaccine against the virus, scientists warned Tuesday
A head-to-toe look at breast cancer's real effects
Let's face it: Your mom, your sister-in-law, your co-worker, your best friend from college -- someone you know has had breast cancer. Someone you care about has sat white-faced, clutching the kitchen phone, or in a doctor's office, and gotten the scary news that every woman dreads -- news that one out of eight of us will hear in our lifetime, 250,000 of us this year alone.
Famous Authors on AIDS in India
In AIDS Sutra, sixteen of the world's best-known Indian writers investigate the country's AIDS problem
How to be sodium savvy
"Enough salt already," sighed Theo Hodge on a recent evening as I added more salt to a plat de resistance I was preparing for us. Considering that he was my doctor, the scolding came as no surprise. But as a chef and food writer, I know sodium chloride salt is an important ingredient in many recipes. Both professional and home cooks equate salt with flavor.
Sheryl Crow: Cancer Made Me Selfish - In A Good Way
The singer reached out to Christina Applegate after the actress's cancer diagnosis earlier this year
Christina Applegate: Why I had a double mastectomy
For more than 20 years, actress Christina Applegate has kept audiences laughing.
Kids Aren't Getting Enough Vitamin D
Pediatricians say babies, children and teens need to double their intake of vitamin D
New dads can get postpartum depression, too
Rob Sandler comforted his infant son as he lifted him out of the crib, cooing in his ear while he walked to the living room.
One-two gene punch raises odds of baldness in men
About one in seven men has a combination of genes -- one new and one first discovered in 2001 -- that increases his risk of male pattern baldness sevenfold, compared to men without the combination.
Sen. Pete Domenici on Mental Health
The Senator from New Mexico talks about his career-long campaign for mental health parity, and the landmark legislation he's passed as part of the $700 billion Congressional bailout package
Atlantic City to Have 7-Day Smoking Ban
Atlantic City gambling floors will go smoke-free for seven days
before allowing visitors to light up again because the city can't
legally stop a smoking ban from taking effect
CDC: 1 in 4 teenage girls got cervical cancer shot
About one in four teen girls last year got the groundbreaking vaccine that prevents cervical cancer, federal health officials reported Thursday.
Gene-Testing Startup's Study Responds to Critics
A Silicon Valley gene-testing startup is responding to criticism that the tests could spur bad health-care choices by teaming up for a broad study of how the results affect behavior
1 in 4 US Teen Girls Got Cervical-Cancer Shot
About one in four teen girls last year got the groundbreaking vaccine that prevents cervical cancer, federal health officials reported Thursday
Study: Aspirin, ibuprofen may cut breast cancer risk
Can taking aspirin or ibuprofen reduce your risk of getting breast cancer? One of the largest studies of its kind suggests that the answer might be yes.
Study: 8 out of 10 Americans stressed because of economy
If you're lying awake at night, feeling angry or fatigued, because of stress, you're in the majority, according to a nationwide report released Tuesday.
The mystery of freaky phobias
Carol Ann Carnese never considered herself an anxious person. Except when it came to wet wood.
Experts ponder link between creativity, mood disorders
The works of David Foster Wallace, who committed suicide September 12, are famous for their obsessively observed detail and emotional nuance.
Does the Flu Vaccine Really Protect Kids?
A new study suggests they don't, but experts say that on balance flu shots are still worth getting
Fans Reduce Infants' Sudden Death Risk
A new study shows that turning on a fan at night can protect infants from sudden unexplained death
Eli Lilly Agrees to Buy ImClone for More than $6B
Eli Lilly & Co. has agreed to buy biotechnology company ImClone Systems Inc. for more than $6 billion in a deal that would expand Lilly's cancer treatment pipeline a few years before several patent expirations hit the drug maker
AIDS, cancer scientists scoop medicine Nobel
Two Frenchmen and a German won the 2008 Nobel Prize in medicine for their discoveries of viruses that cause HIV and cervical cancer, the organization's Web site said Monday.
Ancient Chinese sport helps modern breast cancer survivors
The scene looked like a flashback to ancient China.
Europeans Share Nobel Medicine Prize
Three European scientists shared the 2008 Nobel Prize in medicine for separate discoveries of viruses that cause AIDS and cervical cancer
Can Reading Help Kids Lose Weight?
Reading a book may not burn many calories, but the right material may help kids shed pounds
Cause of 'Treeman's' barklike growths revealed
For 20 years, the warts studding Dede Kosawa's hands and feet multiplied and sprouted like gnarled roots.
Salma Hayek: Actress, Tetanus Crusader
Hollywood mom Salma Hayek is lending her star power to a UNICEF campaign to eradicate tetanus
Tuberculosis: An Ancient Disease Continues to Thrive
Is the global health community in denial about the severity of the TB problem?
India Latest to Ban Smoking in Public Places
India banned smoking in public places on Thursday, leaving public health officials with a much tougher task: get the nation's estimated 120 million smokers to stub out their cigarettes
Autism efforts go global at U.N. forum
Seeking to make the world of autism a little smaller, members of the international diplomatic community gathered Friday at the United Nations World Focus on Autism.
Cigarette packs to show graphic warnings
Graphic pictures showing the devastating health effects of smoking began appearing on cigarette packs in Britain on Wednesday as part of a government initiative to deter people from picking up the habit.
Study Traces AIDS Virus Origin to 100 Years Ago
The AIDS virus has been circulating among people for about 100 years, decades longer than scientists had thought, a new study suggests
Applegate 'Lost It' When She Met Her Surgeon
The actress tells Oprah about her delayed reaction to her cancer diagnosis and treatment decision
Ellen DeGeneres Says Marriage Has 'Softened' Her
And a month after wedding, she still has to remember to say "wife" instead of "girlfriend"
No Smoking on Campus? Pennsylvania Smokers Fume
A Pennsylvania ban on lighting up anywhere on university property is drawing strong opposition
South Africa's Removal of Health Minister Praised
AIDS activists on Friday celebrated the removal of South Africa's health minister, accused of causing countless unnecessary deaths by promoting nutritional supplements instead of conventional medicine for people with HIV
First Look: PEOPLE's Weight-Loss Challenge
Get a peek at how our Mississippi 8 documented their diet struggles in an ABC special
Try a placenta or bird poop facial
Diane Maler searched for the perfect way to care for her sun-damaged skin for 20 years. The Los Angeles resident had scores of facials and tried practically every product on the market, but nothing really worked.
Scientists debate possible cell phone link to brain cancer
Bringing a growing health concern to Congress, scientists squared off Thursday over whether cell phones contribute to brain cancer.
Menopause Drug Reduces Multiple Symptoms
An experimental menopause treatment drugmaker Wyeth is developing reduced hot flashes, trouble sleeping and other symptoms
How to lower your cholesterol with better eating
About one in two American adults has borderline or high cholesterol levels, which increase one's risk of heart attack and cardiovascular disease.
of the productyou're offering. It's now up to you to convince him that he MUSThave this product. Every possible benefit should be mentioned. Let's say you'reselling a year's subscription to a men's magazine. Whatbenefits might the book have? There are obvious benefits such aslearning how to improve your overall health and fitness, readingabout celebs and how they work-out, and reading about the latesttrends, but they're really not enough to base the sale of ayear's subscription on. You have to give the customer somethingthat he won't get by going to shop and buying the magazine inindividual editions. * 12 editions for the price of 10 - let him know how much asubscription will save him
* A free pulse meter with ever subscription - let him know howmuch this is worth and what it can do to help him improve hisfitness levels
* The magazine delivered right to your doorstep 3 days before ithits the shops - make it clear how much easier it is to NOT haveto go out in rain and wind in order to buy the magazine, only todiscover that it's sold out!
* Receive special gifts available only to subscribers - giveexamples of the kind of gifts subscribers can expect and whattheir value is likely to be. The above are all incentives that are designed to create desirein the customer. People like to get as much as possible fortheir money and, quite often, they'll buy the subscription tosave money and receive free gifts, even though they'd nointention of buying the magazine to start with! Give them reasons to want what you're offering! Action Now comes the crucial part - you need to get the reader to dowhat you ask of him. * Order the product * Donate money * Sign up for your service
Whatever it is you need him to do, it's vital that you don'tlose him at this point. Offer clear links to your payment/donation/sign-up page andreiterate not only what he'll be getting by acting now, but anypossible consequences of not ordering/donating etc. * "Order the 'thingamyjig' now to save yourself from thebackbreaking task of digging the vegetable beds"
* "Click the link to be one of the lucky first 100 customers whowill no longer need to worry about frozen pipes during winter" Both of the above examples point out the benefits of acting now,but also make it perfectly obvious that not doing so will haveconsequences. Who wants to dig the veggie bed if they don't haveto? And would you want to deal with frozen pipes unnecessarily? Conclusion Hopefully you'll now be better equipped to use the AIDA methodwhen writing your sales letters. There's absolutely no doubt that when used properly, AIDA cangreatly improve the number of sales your copy will generate soit's worthwhile investing some time in getting it right. Although everybody doesn't have the ability to write marketingcopy, there are plenty who can but because they haven'tunderstood how it should be done, their copy simply hasn't giventhem the results they need. By using AIDA, that will changedramatically! Good luck. ~~+~~+~~ About the author:Sharon Jacobsen is a full-time freelance writer based in SouthCheshire, England. For a competitive fee she'll happily writedynamic sales copy promoting your product or service. To contact Sharon, or to learn more about her work, please visitwww.sharon-jacobsen.co.uk
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