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The Pippin A-Z of Copywriting: Interest

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in Copywriting

There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We covered Attention with H (headlines), Desire with D and Action in Calls to Action. And we’ll cover Interest now.

Interest goes hand in hand with Desire. Interest is what makes what you’re selling relevant to your reader and therefore keeps them reading while Desire is what tips them from being merely interested to being ready to buy. Together, they form the main body of whatever you’re writing.

So how do you evoke interest?

Well, in essence it’s by answering the only question they’re interested in – what’s in it for me – by building up a picture that shows how well you understand their specific problem and why you’re best placed to solve it. It means giving them factual information, scenarios they can relate to, concerns they may not yet have considered, your experience and anything else you can think of to build your argument and your reader’s faith in your ability to solve the specific problem in question.

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