<p><a href="http://en.wikipedia.org/wiki/Aida#Background" title="Not what you might expect - see the AIDA links below if you want to see what the &quot;backbone&quot; of good ad writing as all about">AIDA </a>- Attention - Interest - Desire - Action. So many people still subscribe to this formula and expect blockbusting advertising results every time they use it. They all learned it way back when. And when they don't get any results, they all say the same thing, "We tried diorect reapnse advertising and it doesn't work." </p><p>Well, times have changed a bit and, truth be told, AIDA is the still the backbone of good advertising. But it takes a lot more to convince people these days. There’s a high level of skepticism to hurdle over. But it’s not rocket science – you just have to know the secret. </p> <p>So here you go. This is like <a href="http://www.pennandteller.com/" title="Penn &amp; Teller Magic Guys">Penn and Teller </a>giving away the magic trick, but what the heck!</p> <p>1. Headline (the “Attention” part) – This is, by far, the most important element – this has to be a big, bold promise of some kind. Give them a reason to read the next line.</p> <p>2. Sub-Headline. Just as the purpose of the headline is to get you to read this line, the purpose of this line is to get them to read the next line. Plus, backing up the promise is really important. </p> <p>3. Benefits (sort of today’s version of “Interest”) Use the <a href="http://www.entrepreneur.com/magazine/homeofficemagcom/2000/december/34942.html" title="Entrepreneur on line">benefits</a> of your product (as opposed to <a href="http://www.entrepreneur.com/magazine/homeofficemagcom/2000/december/34942.html" title="Entrepreneur on the web">features)</a> to put your prospect smack in the middle of the picture. How should they feel when they’re using it? How would they feel if they missed out?</p> <p>4. More Benefits. It takes a lot to convince people these days. </p> <p>5. Proof. <a href="http://wordpress.com/tag/testamonials/">Testamonials </a>work. Easy-to-understand statistics help, too. That sort of thing. Prove that your product does what you say it will do. </p> <p>6. Risk Reversal. How about a money-back guarantee? There can be no risk whatsoever. </p> <p>7. Photo. This isn’t required, but it will definitely increase your response rate. Show someone enjoying the product. Illustrate the benefits. Even a photo of you, which personalizes the piece and makes it seem real, helps a lot.</p> <p>8. Offer. (Just one, though) You have to offer something. It’s amazing how many ads are produced without an offer. “It’s important to get your out name out there,” is the reason heard most often. Sorry – without an offer, your ad is dead. Nothing happens.</p> <p>9. Call to Action. You have to ask your prospect to do something. Really! If the rest of the ad is well-structured, people will act – they will take advantage of your offer and do exactly what you tell them to do. But not if you don’t ask. This where your ad becomes your best salesperson. </p> <p>10. Reducing the Resistance to Accepting Your Offer. It’s that guarantee again. No risk. Remind your readers that they have nothing to lose and everything to gain.</p> <p> ….and if you really want to spice up the recipe, add some of this secret sauce:</p> <p>11. Create a Sense of Urgency. “Just five days left….,” “Only 12 lucky golfers will…,” “Take advantage today and you’ll also get….” You know what I’m talking about… Scarcity breeds wanting and human competitiveness.</p> <p>So give direct response marketing a try - just don''t depend on <a href="http://books.google.com/books?id=lynGkVVPp7oC&amp;pg=PA62&amp;lpg=PA62&amp;dq=bly+aida&amp;source=web&amp;ots=3AxORBeFyi&amp;sig=sus4CdgauJMGHSl6kfxPZfsjsbQ&amp;hl=en&amp;sa=X&amp;oi=book_result&amp;resnum=10&amp;ct=result#PPA62,M1">AIDA</a> any more - <a href="http://books.google.com/books?id=lynGkVVPp7oC&amp;pg=PA62&amp;lpg=PA62&amp;dq=bly+aida&amp;source=web&amp;ots=3AxORBeFyi&amp;sig=sus4CdgauJMGHSl6kfxPZfsjsbQ&amp;hl=en&amp;sa=X&amp;oi=book_result&amp;resnum=10&amp;ct=result#PPA62,M1">AIDA</a> died quite awhile ago.....</p>
2008-07-24T22:12:16Z
-19.9568
640
1322
true
15
7811
when-did-aida-die-ps-formula-for-writing-ads
4
2008-07-28T19:50:54Z
2008-07-28T19:50:54Z
It's time we had a eulogy for poor old AIDA. Not the Ethiopian princess immortalized in the Verdi opera, but the so-called “tried and true” advertising formula that has been used forever and ever in advertising and direct response mailings.
When Did AIDA Die? (P.S. formula for writing ads)
1
2008-07-28T19:52:01Z