Or in two weeks?
In a world full of advertising and information — delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages — every message has to work extremely hard to get noticed.
As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated.
Yet the basic principles behind advertising copy remain — that it must attract attention and persuade someone to take action. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.
The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for: These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.
People are so cynical about advertising messages that coherent evidence may be needed if anyone is going to act!
How to Use the Tool Use the AIDA model when you write a piece of text that has the ultimate objective of getting others to take action.
For example, to encourage people to attend a company training session on giving feedback, the email headline, "How effective is YOUR feedback? They will give you a little more time to do it, but you must stay focused on their needs.
The main way of doing this is by appealing to her personal needs and wants. Hopefully, the significant features of your offering have been designed to give a specific benefit to members of your target market. Conviction As hardened consumers, we tend to be skeptical about marketing claims.
Action Finally, be very clear about what action you want your readers to take; for example, "Visit www. Attract, or Attention Desire Action.
Then it must build a desire for the product offering, before setting out how to take the action that the writer wants the audience to take. Subscribe to our free newsletteror join the Mind Tools Club and really supercharge your career!Organizational Plans for Business Letters 1 Organizational Plans for Business Letters Direct Approach Indirect Approach AIDA • writing positive letters of recommendations Instead, use the AIDA formula: Attention, Interest, Desire, and Action AIDA Formula for Routine Persuasive Requests.
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The AIDA formula is widely-used model in copywriting, particularly by copywriters in sales letters and nonprofit leaders in appeal letters. But I find it handy for writing all kinds of content, especially for writing articles, web pages, and blog posts.
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