The discipline of marketing has as many strands as there are hairs on your head. These strands differ from as far as how to measure campaigns to what colour to use in your emails. If you tried to to take in everything at once I am pretty sure you would have a serious information overload; and we get enough of that from the Internet and TV as it is. One thing that can make things seem a lot more clear in your quest for great marketing content is A.I.D.A. Whether you are making a video, writing a letter or designing a poster these rules are a universal way to set out your marketing to ensure you gain the optimal results. So what does A.I.D.A stand for I hear you cry? Well come with me and I will show you…
A is for Attention
The first thing your piece of copy must do is grab someone’s attention. That may be with a stand out headline or a certain colour that will catch the eye of the viewer or the method you deliver it. Anything that will show that your marketing stands out from the crowd. The important thing here is to simply get the attention of the reader.
I is for Interest
Once you have someone willing to look at your content now you need to think about taking it up a notch; heightening their interest. This could be what is in the headline, giving just enough information to entice the reader to know more. This could be a big bold headline with an unbelievable offer on it. It is important at this stage to understand what the reader is interested in, what is it that they want and then ensuring your message reflects that.
D is for Desire
Once you have someone looking at your marketing with interested eyes, it is now your job to raise the desire in the person to want what it is you are offering. Much like interest, this is an important step in knowing your audience. What are their desires? What are they looking for? If your product could do one thing for them what would it be? How would it improve their lives? If you can hit the target with this you will get people itching to move forward. However, this will only be successful if you complete the last step.
A is for Action or Ask
This is the final stage of the content writing process, what is it you want the reader to do? If they have moved through the stages and have a real desire for the product what do they have to do next to act on it? It is important you ensure whether you are asking them to call you or email you. You make it as simple and straightforward for them to understand and to act upon. Any sign of difficulty and you will start to lose your audience.
So there you have it, a very simple and universal method for writing effective marketing messages. Use this and keep tweaking everything you are saying and you will achieve great results. So keep saying to yourself when preparing your marketing “Does it grab my attention, stock my interest, heighten my desire and tell me how to act?”
AIDA is the start of the sales process, to learn the remainder of the process come to our Free Sales BluPrint Workshop and learn how to take people from that action in your marketing, to a full paying client.