Today, we are going to look at a very common marketing term: AIDA.
AIDA stands for:
A = Attention
I = Interest
D = Desire
A = Action
Like many of the terms we have explored, it can be used in many aspects of business, but is most common in copywriting. And it works just as well, whether you are writing for print, website, email or broadcast.
So, let’s look at what it actually means in more detail:
Attention – you need to attract your reader – you almost want them to do a double take. They want to read on, because you have grabbed their attention. Often, this is done with a heading or subject line, but in the world of print it is often done with a powerful image.
Interest – you need to keep your reader, err, reading! How do you do this? By appealing to them – understanding what motivates them, what problems they have, and then focusing on how you can solve those.
Desire – this is about making your reader want what it is you are offering. Building a picture in their mind where they can imagine having the product or service you are selling.
Action – getting the reader to take the final step and do whatever action it is you want – sign up for the newsletter, buy the product etc
Whilst this model has worked incredibly successfully for many years – it was started by ad agencies in the 1950s – more recently it has been recognised there is a bit missing…
Conviction or Reasoning – your reader will be looking for reassurance before taking action that it is a good idea to make a purchase or take the next step. You can create that reassurance through testimonials, case studies and guarantees – dependent on what works best for your business.
So, if you are going to try adopting this model we suggest you try the AIDCA acronym.
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