The 2 Phase Model for writing ads involves:

Phase 1
AIDA (Attention, Interest, Desire, Action) + Link
Phase 2
5-8 Benefits + Link
Quick Summary

Make sure that the first sentence is no more than 8 words.

It has to be short and to the point.

If it needs to be a longer sentence…

…Then break it up with “…” or by placing the next phrase being in brackets ( ).

All sentences should be wordsmithed to be short and to the point.

Use NEW LINES in order to separate each sentence. 

The only paragraph where you may keep it all on one line… Is the opening sentence.

The reason for that is so that more of it fits in before [see more…]

The first sentence must make people curious.

It needs to grab their attention, while still being on topic.

There’s no point grabbing the attention of someone who would never buy the product. 

And there’s no point in giving away the main point of what is to come… Unless it evokes curiosity.

For example (promoting a product that provides relationships tips for women):

  1. A) Men need to feel infatuation to fall in love (and stay in love).

This sentence gives everything away, so people scanning their newsfeed may not be curious enough to read more. 

This is an idea that builds interest, so it would be great as a 2nd sentence.

But the first sentence should be something more open ended like this…

  1. B) Men fall for women for illogical reasons (And even push away so-called “perfect” women)

This is better at grabbing attention, because the reader has to read another sentence in order to have any idea what the solution might be. They need to move from attention to interest. 

A hook must be introduced in the next sentence.

There must be some sort of key idea introduced in the next sentence.

For example: Men are drawn to women who make them feel “infatuated”.

In this example, the hook is that men need to feel “infatuated”

It’s something a little different, it makes the reader curious, and pulls them through to the next sentence. 

The audience’s desire must be evoked in the next sentence.

For example:

If the audience desires to be seen as “the one” then a sentence like this would be great here:

Feeling this powerful emotion makes a man feel like she is “the one”

Or another benefit that could work in this case is, the audience wants a man to STAY in love:

Once he feels this emotion, it sets off “committed” devotion to her…

The next sentence should be a call to action.

For example:

Here’s how to activate his “infatuation” instinct

[Link]

Or 

To spark his “infatuation” instinct, check this out

[Link]

After that, state 5-8 benefits that allow the reader to PICTURE in their mind, the effects of HAVING THE OUTCOME of the product or hook. Then [Link].

e.g.

This powerful emotion drives a man to want to do nice things for a woman.

He wants to make her feel genuinely spectacular.

And can’t stop thinking of her…

…He is excited about their future together, and building a great life.

He becomes more motivated to be his best self...

And be her hero.

It might sound crazy, but a few words said in the right way…

...Can motivate someone to do great things, and achieve the extraordinary.

[Link]

Note: The last sentence above (broken up by “…”) was positioned to add a benefit, while also making people curious to hear more (and hence will click the link).

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