As we’ve discussed before, there are standard texts and then there are sales texts—crafted using specific techniques and principles. The effectiveness of advertising content depends on the logic of storytelling, consumer motivation, and problem awareness. To sell something, you must convince the reader that the advertised product is useful, necessary, and will solve their problem right now. Various sales copy formulas exist, and it's up to the freelancer to decide which one to use.
AIDA: The Classic Formula
The most widely used and time-tested formula in sales copywriting is AIDA and its variations.
- A - Attention
- I - Interest
- D - Desire
- A - Action
The AIDA formula is simple: grab attention, spark interest, create desire, and lead the customer to take action.
Example of AIDA in action:
“Powerful smartphone for just $199!” (grabs attention from people interested in buying a phone).
“It has all the features of high-end models: top-tier processor, 8GB RAM, durable body, 48MP camera, and 5G support.” (builds interest by emphasizing key selling points).
“Long-lasting battery keeps your phone running for two days straight. Comes with a shockproof case. Available with a 12-month installment plan.” (creates desire and removes barriers to purchase).
“Order now at smartphonedeals.com – Free shipping!” (provides a clear action step).
Why AIDA Works
In a simplified form, the logic behind AIDA is straightforward:
“Here’s an amazing deal. The product has excellent features and an attractive price. It’s easy to buy—you can even pay in installments. If you want it, simply visit the website, place your order, and get free delivery.”
Without a structured approach like AIDA, a text that simply lists technical specifications and prices won’t drive sales. In today’s crowded digital space, customers need clear signals and guidance. A good sales text smoothly leads them from initial interest to making a purchase.
Variations of AIDA
The AIDA model has inspired multiple adaptations to make it even more effective:
- AIDMA – Adds Motivation at the desire stage. Example: “Order today and get a free smartwatch!” or “Buy before December 31st and enjoy a 25% discount!”
- AIDCA – Includes Confidence, reassuring buyers with social proof such as customer reviews, certifications, product tests, and extended warranties. This builds trust and removes doubts.
PMHS: The Problem-Solution Formula
With the rise of digital marketing, another powerful formula emerged—PMHS. It focuses on addressing the customer’s pain points, a fundamental sales psychology tactic.
- P - Pain
- M - More Pain
- H - Hope
- S - Solution
How PMHS Works
This formula follows a simple structure: Identify the consumer’s problem, emphasize its severity, introduce hope, and then present a solution.
Example:
“Do you suffer from severe headaches? Can’t sleep? Lost your appetite? It’s unbearable?” (Pain & More Pain)
“There’s a solution! New Murofen relieves headaches and muscle spasms in minutes.” (Hope & Solution)
Many experienced copywriters add a call to action at the end: “Available in pharmacies nationwide” or “Check stock at murofen.com.”
It’s important to use PMHS when the consumer has a real pain point. If the problem is minor, this formula may not be as effective.
There are many other proven sales copy formulas. Stay tuned for more insights in the Instado.com freelance marketplace blog. Mastering these techniques will help freelancers increase their earnings and create high-converting copy that sells.
