Some people will buy based on emotion, other people on logic.
The first two parts of AIDA – Attention and Interest – appeal mostly to emotion.
Data (or Desire) is the place for logic.
Up until now, you made your case in emotional terms.
That’s exactly what you’re supposed to do.
Now, you need to back it up with logical proof (data) so that your reader will be more comfortable taking action.
Testimonials work great here.
You want to remind your customer of how you’ve helped him or her over the years.
Or tell how long you’ve been in business.
You can also use an argument from authority.
There are two forms of logic in Data (or Desire).
One way is to mention expert testimony that supports your claims and recommendations, as I said above.
The second form of authority you can use is statistics.
Of all the ways you can have evidence, a testimonial is the most powerful way.
I’ve been counseled and coached by my mentors, Dan Kennedy and Bill Glazer, for a few years now.
They agree that a poorly written testimonial from a customer is ten times more powerful than a beautifully written sales copy from you and your marketing department.
(To see Dan and Bill giving ME testimonials, click here.)
People will believe other people a lot more than they’ll believe you.
To build desire, reveal that you’ve only got a limited number or a certain amount of product you’re making available for a limited time.
This pushes people to make a decision.
Now stay with me, because next time, we’ll get to the final A – action.
That’s where we make the sale and win the customer.