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The motivating sequence

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“Amateurs may talk about creativity, but professionals insist on structure,” copywriter Martin Chorich recently said to me.             

In direct marketing, structure is key: if your copy does not follow the formula for persuasion, it won’t work … no matter how creative you get.             

There have been numerous formulas for writing persuasive copy throughout the years. The most famous of these is probably AIDA, which stands for attention, interest, desire, and action.             

In copywriting seminars I’ve taught a variation on AIDA known as the “motivating sequence.”            

The five steps of the motivating sequence are as follows:             

Step 1: get attention.             

Before your promotion can do anything else, it has to get your prospect’s attention. It must get the prospect to stop, open the envelope, and start reading the materials inside instead of tossing your mailing in the trash.             ...(register to read more)

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