Michel Fortin’s Copywriting Formula

Any copywriter worth his or her salt is familiar with the AIDA formula, which is an acronym for: Attention, Interest, Desire, Action.
The AIDA formula is a proven, time-tested formula which has been around nearly as long as marketing itself and is the preeminent method used to write effective copy.
However, I recently became aware of another copywriting formula which rivals AIDA for overall effectiveness and in some areas actually surpasses it.
The formula is called QUEST, which is an acronym for: Qualify, Understand, Educate, Stimulate, Transition.
QUEST is the brainchild of master copywriter, Michel Fortin.
The breakdown of the formula is as follows:
Q=Qualify the reader. Qualify means to describe by enumerating the characteristics or qualities of – to characterize.
In other words, you want to target people who really and truly want and need your product or service and are in a position to buy it. You qualify the reader with a targeted headline, subhead or lead statement. For example, take the headline, “How To Be A Contestant On TV Game Shows.” That targeted headline is guaranteed to get the attention of anyone who has ever wanted to be a contestant on a television game show.
U=Understand the reader’s problem. Provide empathy. Empathy means to identify with and understand the reader’s situation and/or feelings. For example, if your ad or sales letter is targeted towards individuals whom have filed bankruptcy, you can write something to the effect… “Filing bankruptcy was the hardest and most embarrassing thing I’ve ever had to do. It was devastating for both me and my family, so I know exactly how you feel, because I’ve walked a mile in your shoes.”
Your goal with this step of the method is to understand and identify the reader’s pain points. After you do that, you want to “peel back the onion” so to speak to make the reader’s problem appear “bigger than life” and then sell the reader your solution to his or her particular problem.
E=Educate. Educate the reader about your product or service. Most of us don’t have the built-in luxury of being a worldwide brand name like Nike, McDonald’s or Coca-Cola. That’s why educating the reader is so important. If your product has distinctive features or trademarks, tell the reader about them. And if your product is similar to that of your competitors, prove that it has better quality or price over competing items. Educate, educate, educate. Remember, the more you tell, the more you sell!
S=Stimulate. You have to stimulate the reader and create desire for your product or service. The goal you are trying to achieve with this step of the formula is build value in the readers mind. And the best way to do that is to stimulate the reader with benefits, benefits and more benefits!
Many beginning copywriters, and even some veterans, mistake features for benefits. There’s a huge difference. Features are characteristics that physically describe your product or service. Benefits describe how your product or service will help the reader solve his or her problem. In other words, what the reader will gain by using the product or service. No matter what type of business you have, in your marketing materials you MUST sell benefits, not features. People only care about one thing, “what’s in it for me?”
Following are a few example of features and benefits:
A feature is at Consolidated Bank, there’s NEVER a charge for using other bank’s ATMs.
A benefit is you can get cash wherever you are, when you need it, and save money.
A feature is that “illuminated digital clock” you have in your car.
A benefit is that clock allows you to see what time it is in the dark.
A feature is a “high resolution computer monitor.”
A benefit is that computer monitor gives you a sharper image and is easier on the eyes.
A feature is your new office chair has “reinforced lumbar support.”
A benefit is that chair is comfortable and will help support your lower back.
Remember these initials, FAFBPB. It’s an acronym I created and it stands for: “Features are fabulous, but benefits pay the bills!”
T=Transition. To transition is the act of passing from one state or place to the next. In other words, you want to transition your reader from being a browser into a buyer. This is called “closing the deal,” or in copywriting terms, “call to action.”
Following are a few examples of closing the deal:
“Limited time offer. Order today!”
“Buy now!”
“Supplies limited. Order now!”
“Order today!”
“This offer closes at midnight!”
“We’re only selling 500 copies and that’s it!”
“Free gift, when you order today!”
“Free bonus. Order now!”
When it comes to closing the deal, you are limited only by your imagination.
The main thing is to make sure you ask for the order.
So there you have it – the QUEST Formula.
So which method is better, AIDA or QUEST?
Personally, I don’t think it’s a question of “either, or.”
I think It’s a matter of personal preference.
While both methods perform essentially the same functions, I do think overall, QUEST forces you to write with greater comprehension, detail and focus.