Have you met A.I.D.A? If not, that’s okay. However, if you’re a business owner or marketer, A.I.D.A. is something you must get familiar with. But, what exactly is A.I.D.A?
Simply put, A.I.D.A is a formula that many copywriters (writers who write to sell) use to promote and sell a product. A.I.D.A is an acronym that stands for Attention, Interest, Desire, and Action. I’ll go more into detail about A.I.D.A. and why it’s crucial for your business success. But, before I do, I want to explain what you need to know about your prospect to make this powerful formula work for you.
“Your Prospects are only tuned into One Radio Station; WIIFM. Are you being a gracious host?”
When it comes to marketing your business, your prospects are only tuned into one radio station; WIIFM (What’s in it for me?). I’m sorry to break the news to you, but your prospects can care less about your logo, credentials, and awards. What they really want to know is-- if you‘re the solution to their problem. And that’s where A.I.D.A comes in. So, let’s delve deeper into how you can use this copywriting secret to attract more clients and increase sales.
A= Attention. Write a compelling headline to lure the reader into the body of the copy. You want your prospect to notice you, so you have to get their attention. The headline is arguably one of the most important elements of copy. The purpose of a good headline on the cover of a magazine is to attract readers to open up the publication and read the article. So, when you or someone else is writing copy for your marketing materials, it’s a must that you write a compelling headline to intrigue prospect to continue reading your entire copy.
I= Interest. The headline is half the battle; now you must get your prospect interested by showing him you’re the solution. This is where “know thy prospect” comes into play. You want to tap into their emotions and show them that you feel their pain. Ask thought provoking questions; How would you feel if…? What If I told you, you can become debt-free in 30 days even if you claimed bankruptcy and don’t have a penny to your name?
D= Desire. After you get their interest, you have to paint a picture of what life would be like after they invest in your product/service. This is where you tap into their core emotions and deepest desires. I love to use the weight loss example as painting a picture. It’s no secret many people battle with the bulge. So for the moment, let’s just say you’re a weight loss expert. You want your prospect to imagine how her life would be different after working with you. You can do this by saying something like: “Imagine in 90 days you will be able to wear a 2 piece bikini without feeling embarrassed, even when there’s 6 feet of snow on the ground!” Or something like: “You’ll finally have the energy and oomph to play backyard sports with your children.” Whatever it is you’re selling, highlight the outcome or the transition your client will get after working with you.
A= Action. Action is where a lot of marketers miss the mark. Once you paint a picture of the outcome, you have to tell your prospect how to get in touch with you immediately. Let them know you can solve their problems and tell them how to reach you. I.e., Call Today! Book Now! Sign-up Today! Download Now! This is known as a “Call to Action”. Don’t assume your prospects will know what action you want them to take, always tell your prospect what you want them to do.
“Whenever You Market, Remember, Other People are Vying for Your Prospects Attention. It’s your Job to Stand out From the Crowd.”
When it comes to marketing your business, you have to remember many other people are vying for your prospects’ attention. It’s your job to stand out from the crowd, and a perfect way to set yourself apart is to write powerful copy (text) that encourages your reader to take immediate action. The A.I.D.A formula is a perfect guideline to use, and is a must if you really want to empower people and change lives with your products and services.