3. Attention brings shoppers to closer to
bring about an Interest in the product
and hopefully creates a desire for it
then it will lead to the action of
walking into the shop and trying it
and buy it.
5. Attention
The most vital part of any advert, email, leaflet,
sales letter, brochure or VM .
Tell your customers IMMEDIATELY precisely
'what's in it for them'.
The VM must be compelling, attention grabbing
and totally irresistible to the target market, or the
company will lose them!
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6. Interest
Once you have successfully attracted your
customers you must keep their interest.
Re-emphasising and expanding on the headline,
assuming that your VM includes the main benefit,
can do this.
If they like the VM customers will want more of the
same, so immediately follow it.
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7. Desire
You need to create desire
in a customer, because
they will buy what they
"want" not necessarily
what they need.
One of the best ways to
do this is to look at the
features of your product
or service. Firstly write
them all down and then
alongside write "which
means that...".
What comes next is the
rest of the benefits to the
prospect: why they may
want what you are
selling.
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8. Action
Make it as easy as possible for customers to try and buy the
product, because most people are lazy and so the simpler
the better. Tell your customers what they need to do to take
action.
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