Copywriting: Aida is more than an opera

Aida is more than an opera by Verdi Ask most people what Aida is and they will tell you it is an opera set in Egypt. Ask a marketing person and they will tell you that it is the sales formula that all advertising must incorporate if it is to be successful.

A = Attention

I = Interest

D = Desire

A = Action

It does not matter how well your description is written, how good your product is or what terrific value it represents if no-one knows about it. So how do you grab people's attention
and get them to read your listing?

We know that the majority of potential bidders will start by going to eBay's search engine.
So the important thing is to get as many key words or phrases that they might use into your title. If I am looking for a Rolex Oyster wristwatch I might type in Rolex, Oyster or wristwatch
into the search engine. If you have a Rolex Oyster Wrist Watch for sale at $50 I will not even find it if your listing title is something like "Amazing Value Top of the Range Quality Watch"

The secret is to think like a buyer. EBay offer you some tools to help you gain attention. If you cannot get everything in your title that you want you could pay an extra 50p and add a sub title or go for one of the other enhancements that eBay offer. Only testing will tell you whether these are worth it for your products.

Having gained attention and got people to read your listing you have to get and maintain their interest. The very best way to do this is to answer the question that we all have in the back of our mind when we read any advertising, "What's in it for me?" If your description starts by outlining what the item is and then details the benefits it offers you will draw the reader onto the next stage which is to create the desire to own the item. One of the best tools to create desire is visualization. Phrases like "Just imagine how you will feel wearing a top of the range watch" or "Just think as a Rolex owner you will standout from the crowd".

So far you have done really well in attracting potential bidders attention, getting their interest and arousing their desire, but unless you can get them to take some action it will all have been a waste of time. So how do you get them to take action? It is quite simple really you just ask them. "If you don't want to miss this wonderful item, watch this bid now."

This has been a brief introduction to the AIDA formula but I am sure if you keep it in mind while you are writing your listings you will see an increase in bidders

About the Author

Dave Bromley is a writer and webmaster who specialises in subjects related to eBay and other online auctions. He edits and publishes a monthly newsletter and his web site is"

Dave Bromley