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Adjusting sales letters to AIDA

by Bigtree
6 replies
Hi

Is there any clear(ish) relationship between the kind of sales letter that are best for products at different stages of AIDA? Longer at earlier stages etc.

Also, I know Michel Fortin uses another acronym/description of stages of buying process/awarness, and he wrote an article on it, does anyone know about this, and how useful it might be.

Many thanks for all your help

BT
#adjusting #aida #letters #sales
  • Profile picture of the author Alex Cohen
    Fortin's article, which talks about customer awareness, "Can Your Prospects Take an Oath?" is here ...

    http://www.michelfortin.com/can-your...s-take-an-oath

    That's different than AIDA. AIDA is the emotional "ride" a prospect should go through when reading a sales letter.

    Alex
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  • Profile picture of the author Raydal
    The answer is yes. AIDA is the basis of all other structured for
    sales letters and something I discuss at length in my coaching
    program. In fact, it's the first lesson I recommend to my students.

    You have to be so familiar with your target market and know their
    general knowledge and attitude to your product so you know how
    to adapt the AIDA formula.

    For example, if you are writing for a weight-loss product, you don't
    have to spend time on why it is important to lose weight, but you'll
    have to spend time on the credibility issue. So "interest" would already
    be high, but to get "attention" in the sea of other competing products
    would be your challenge.

    This means that your headline and letter start would be very carefully
    crafted.

    On the other hand, if you were writing for a new breakthrough software
    you'll have to spend some time build interest because people may not
    be aware of the need for the software.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author RickDuris
    There are AT LEAST 15 formulas/recipes for the copywriting sales process. I trip over a new one every once in a while. But it's rare.

    For instance, Dan Kennedy's "problem-agitate-solution", which he's turned into a science as well as an art.

    Michel has his, which also works. And which I have used effectively.

    You'd do best to discover on your own the others in order to select the model that's most appropriate. I'm not being coy, I am being deliberate.

    I will not spill them all out, like gemstones on a jeweler's black velvet mat, gleaming under a halogen light. Because that would just cheapen the information and value to you. For best results, you should discover them on your own. You'll treasure them even more.

    But I just gave you one--Dan Kennedy's.

    There are whole other worlds beyond AIDA.

    To the point: Trying to shoehorn/select a product into the AIDA model may not be the best strategic move, but it's up to your personal preference and what really works.

    - Rick Duris
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  • Profile picture of the author Scott Murdaugh
    I may get lynch mobbed for this one, but I honestly think AIDA is over simplified...

    Yeah, every letter needs to grab attention, generate interest, create desire and ultimately get people to take action...

    But there are a million ways to do that.

    I'm with Mike... I never think "okay, I'm trying to gain interest here, and now I want to create desire, etc.

    There are a lot of much more important factors at play, although I agree that AIDA is a very basic template and good to know when starting out.

    I'm doing a whole series of blog posts on what I consider to be the most important "subtle" things that make copy work...

    The last two posts on my blog are the beginning of a series, I have no idea right now how long this series is going to go on, there's so much stuff that comes into play.

    -Scott
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    Over $30 Million In Marketing Data And A Decade Of Consistently Generating Breakthrough Results - Ask How My Unique Approach To Copy Typically Outsells Traditional Ads By Up To 29x Or More...

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    • Profile picture of the author Buckwheat.corn
      Different copywriters use different formulas to structure sales letters etc.

      The key is to review these different formulas and use the one that seems most effective for you to create powerful copy.

      I like AIDA as a general formula. I also often have Kennedy's probem, agitate the problem, and solution in the back of my mind while I am writing copy.

      Another excellent approach is to follow a check list for writing copy. Kennedy and Jeff Paul have a copywriting checklist in their material that is very helpful.
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