ATTENTION
Attract your reader's attention with an exciting headline. Make them intrigued, just by reading it. Either reveal or conceal a common interest.

INTEREST
Evoke interest from your potential customer by telling them multiple, life-enhancing benefits. Steer away from just listing features - people buy benefits, not features. Use simple, short sentences and talk to them as if they're sitting next to you.

DESIRE
Make them want it. Make it irrestistible. Give them guarantees of their money back. Or extra special bonuses or discounts. Don't forget to state the urgency - make your offer timebound. You could try "Order within 7 days and get this free pen set. If you're not 100% satisfied, we'll refund you in full."

ACTION
Tell 'em what to do! You'd be amazed how much sales literature misses this vital step. Don't assume they'll know what to do. Get them to "Call now for a no-obligation quote" or "Call us free to place your order". You don't need to close the sale there and then, just lead them through your sales process.

So, there it is. Stick her on your wall, write her name on your monitor, engrave her on your pen - whatever you do, just don't forget A.I.D.A. She'll make you a better writer.