A.I.D.A: 4 Fantastic Copywriting Secrets You Will Love To Get User Signups For Your App
Build It And They Will Come?
Build it and they will come is simply not true. You must promote your app and write persuasive copy on your app's homepage to get user sign ups.
Have you ever worked hard on an app idea and spent nights coding. Launch day comes and you release the app to the world, only to be shocked!
Shocked, I say, because you did not expect this underwhelming fact of the universe: not a single person is aware of your wonderful new app. Users are not beating down the doors to get a crack at the shiny, tough-to-code functionality you spent all those extra hours on.
If you've been in the entrepreneurship world for any length of time, you might be familiar with the fallacy that's usually stated "Build it and they will come."
Trust me, this is only rarely true, and typically only if you are already well known in the marketplace, like an Elon Musk.
For the rest of us, we must spend the time and do the work to let the world know about our ideas and sell them on using our apps.
Without further ado, if you are ready to change things and start getting users to download or sign up for your app, here are some copywriting secrets you can use.
1. A is for Attention
There's a curious acronym that Alec Baldwin's character uses in the movie "Glengarry Glen Ross". For those who haven't watched the movie, it's basically a movie about the art of persuading people to do stuff we all want them to.
In the movie, Alec Baldwin's character is the testosterone-fuelled alpha male who can manipulate people to do whatever he wants, at will, and so he is brought in to help a stable of struggling salesmen to turn around their results.
He teaches them an acronym we all can use when trying to persuade people to try anything we are offering them, whether apps, subscription services, or maybe persuading an employer to give us a promotion.
The acronym is: A.I.D.A
A is for Attention.
Nothing happens until you catch the user's attention. For your app signup page, this means creating a bold, enticing headline.
Here's a couple of examples:
New Project Management App Eliminates 50% Of Wasted Team Meeting Time
Get Your Tax Refund Up To 4 Weeks Faster
These examples, for a project management and a tax software app, respectively, catch the attention of browsing users and invite them to learn more.
2. I is for Interest
Alec Baldwin's character was uber successful in the movie, but he could also be forceful, too forceful as it turned out. His no-excuses approach backfired by causing the struggling salesmen to become desperate. Maybe that was precisely his intention all along...
In any case, he told them that after catching the prospect's attention, the next secret step you need, in the path to getting a user to do whatever it is you want them to do, such as sign up for your app, is to INTEREST them.
Interest typically comes out of making your product very relevant to what the user needs in their lives.
For example, if your app is a social networking tool, you could write something like this in the body of the home page:
"See what your friends and family members are up to, send instant messages, and don't miss out on wedding invites again!"
The design you use, including, especially, your use of relevant, positive, images, can greatly increase interest.
Interest is so critical because it is what gets them to stay on the page and not click back to go to Facebook or some other app they were browsing before they visited your app's landing page.
3. D is for Decision
Interest only gets you so far. If there was something the master closer in Glengarry Glen-Ross loved, it was getting the user to the decision point.
As Alec Baldwin's character thundered to a hapless real estate salesman, "Put that coffee down."
The guy, insulted, couldn't believe what he was hearing.
"Coffee is for closers," the master closer explained.
In other words, unless you can get the traffic on your website to decide for your app, you can kiss all your potential user signups goodbye.
Decisions are easier to make when the risk to reward ratio is vastly weighted in favor of action. This is why you will typically see user testimonials and other forms of proof on an app's homepage. You might have seen these before:
"As seen on Forbes, Time, CNN"
"This app works wonders for keeping my bills and financial spending in control. I've already saved $3000 just in the last 4 months using this app. -- C. Dobbs, Michigan"
These are testimonials and social proof/citations, to show that the app works as advertised. Such forms of proof make decisions easy. The user now has to try it for themselves if it's as good as others say it is. This is exactly where you want them for your own apps, at the decision point.
4. A is for Action
All the work you've done on your app's landing page so far has gotten them to the magical moment.
As Alec Baldwin's character explained, A is for action.
So, after explaining all the good things your app will do for the prospective user, give him or her an easy way to take action.
Typically, you will do this with an account-creation form. Your wording for the action button will be something like:
"Sign up now"
There are some tricks you can use to make it even easier for the prospective user of your app to take action and sign up. I've seen many software companies use any of the following:
Get a walkthrough
Attend the webinar
Get a live demo
Even better, what I like most - offer a FREE PLAN, with the opportunity to upgrade later for more powerful features. Some app entrepreneurs are reluctant to give their software away for free, because they think of all the hard work they've put in.
But there's a reason having a free plan works so well to drive user signups: we all love when something's free.
Just think about it, if Disneyland were free, some of us would spend all our lives there, and the lure of free can help to explain the popularity of social media sites like Youtube and Instagram. If you had to pay to be a member of Instagram, all of a sudden you might decide another app had more priority in your networking needs.
Your Path To Millions Of App Users
The app business requires two very specialized skills. The first is designing and developing apps that are useful to users and that users will love. Next to that, you actually need to get user signups and get users using the app for what it can do. This is where your landing page copy can make or break the app. Use these persuasive copywriting techniques to drive user signups and app activations. Then go on and become the next great software mover and shaker.
About The Author
Ten Mutunhire is the Notorious direct response copywriter. He discovered the power of copywriting when he helped a client sell thousands in the first few days of a brand new course launch. From there he dug deep for the formula behind copy that converts. The result is his Notorious Marketing Offensive, an end to end marketing approach that makes your brand attract its ideal customers through Notoriety. He dispenses more marketing advice at the Towers Of Zeyron blog.