The Robert Collier Letter Book
Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.
Liam Veitch • Stop Thinking Like a Freelancer
What does AIDA stand for? It stands for ATTENTION, INTEREST, DESIRE, ACTION. So, to make it clearer your letter should: 1. First, get his attention 2. Second, get him interested 3. Third, make him desire what you are selling 4. Compel him to take whatever action is needed to get whatever it is you are selling.