Money: Affluent; measure of wealth.
& Power: The Ability to take action; Authority.
Free eBook reveals how to obtain both
& Power: The Ability to take action; Authority.
Free eBook reveals how to obtain both
A.I.D.A.
Posted 15th December 2009 at 06:57 PM by wrcato2
A.I.D.A.
In copywriting, there is an acronym used to describe the four building blocks to attract a potential customer to your offer.
What are the 4 building Blocks?
1. Attention – a great attention getting benefit headline
2. Interest – The first sentence is the most important. Give them something interesting to read so they do not hit back button right away.
3. Desire - Build motivation and a desire in the body of your message.
4. Action - Drive the reader to your call to action
Sounds simple, right?
In a perfect world it would be. In reality, this is an entirely different story.
Number #1 Attention:
Let us first start with Attention. When a prospect comes to your advert or sales message the first thing you want them to see is a benefit filled attention-luring headline:
How One Super Simple Advertising Strategy brought in over $95,000.00 in three weeks!
And You’ll learn it FREE Today…
If you are involved in advertising or marketing then this headline should stop you cold in your tracks. If it doesn’t then you may be headline blind. This headline has the lure of you possibly making $95,000 in just three weeks. The benefit of this headline is of course, you will learn this strategy free today.
Think of it this way, your headline or subject line is the hook that will grab your prospects by there eyeballs and make them read on to find out more. You will want your headline in big font. I generally, like to use a no# 26 font in Red. The reason behind this, is that you want to wave it in front of your prospect to capture there attention.
Just like fishing, your attention, grabbing subject line is the shiny bobble on the end of the hook. Once your hungry, prospect bites, you will real them in with the first sentence.
Number #2 Interest:
Your first sentence should be interesting enough that your prospect will continue reading the second sentence. Then the third sentence and so on.
Did you know that Gary Halbert, also known as “the Prince Of Print”, “Ace Of Space”, or “The Worlds Greatest Copywriter… Ever known to mankind” out of boredom sat down and wrote one email, which brought in as much as $95,000.00
in three weeks?
My high school grammar teacher, would not approve of that sentence and neither will yours. But this isn’t high school, its salesmanship in print.
Now, if you have been marketing for at least a day on the internet, you probably recognize Gary Halbert’s name or at least you may know him by his other titles. Gary Halbert, was a world re-nown copywriter. He passed away back in 2007. His work still lives on as a testament of his legacy.
What a legacy he has left us.
For the rest of you out there, this sentence probably started making you drool with anticipation. How do I know? I would if I saw that first sentence on a sales copy.
Do you Want to know what the second sentence says?
Here is Gary’s exact words:
“About three weeks ago, I wanted to have a little extra money.
I wrote an email. It took me 11 minutes to write. So far, I’ve made $95,000.00 for it.
I was just bored for a few minutes.
You can really, get to the point where you can do that too”.
Number #3 Desire
Once you have your prospects interest in what you are talking about, for your copy to survive you need to build motivation and desire. Motivation alone will not keep your reader reading your sales message… Desire will.
Desire is your number three objective with your sales copy. You create desire by stimulating your prospects “greed” glands.
Do you know where these glands are on the human body?
In case you don’t, the greed gland starts from the brain right between the ears and works it way down to adrenaline gland near the heart.
This can be accomplished, by showing your prospect how great his life will be with your widget. This is the positive approach. Or you can go in the opposite direction and show him/her how awful there life will be with out your widget.
Revealing and/or demonstrating the benefits of your product or service is what
stimulates the greed gland and creates desire.
Number #4 Action
Action is the desired path that you work hard to create and now want your prospect to take.
In other words, you need to build the yellow brick road and escort your prospect all the way down the path until they reach the “wizards” door. In most cases you even open it for them. Once inside, this is where your prospect will become a customer or they will leave.
This is the only two options your prospect will be faced with, yes or no. Fill out the form or make a purchase or whatever call to action you create.
I spend almost as much time on my call to action and offers as I do on headlines. You only want one call to action. Don’t confuse the prospect with more than one. You can use little tactics like creating a sense of urgency. The sale will be ending within the hour and the price will dramatically increase. Use the only 15 left hurry before someone beats you to it. You could even offer a special act now bonus that is worth more in dollars than the product you want them to purchase.
Let’s sum all of this up…
1. Attention – a great attention getting benefit headline
2. Interest – The first sentence is the most important. Give them something interesting to read so they do not hit back button right away.
3. Desire - Build motivation and a desire in the body of your message.
4. Action - Drive the reader to your call to action.
Incorporate the AIDA system into all of your sales messages, emails, articles, blog posts and information products. If you do this you will have a winner every time.
If you think about it for two seconds, you will realize that some of the best stories whether fiction or fact have AIDA built into them.
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