A.I.D.A. - Awareness, Interest, Desire, Action
AIDA The most vital part of any advert, email, leaflet, sales letter, brochure or any other promotional activity. Four letters, four vital words: A for Attention, I for Interest, D for Desire and A for Action.
AIDA model of consumer behavior that traces the sequence of cognitive events leading to a purchase decision or other action; also called hierarchy of readiness. For example, in a political campaign, one first becomes aware of the candidates. After receiving additional information, an interest develops in one or more candidates, eventually resulting in a desire to see one candidate elected, and the act of casting a vote for that candidate. The AIDA model is used by marketers as a guideline for creating communications. This requires an understanding of where the market for a product currently lies among the AIDA continuum. Marketing of an innovation requires building awareness . Marketing of an established product may require building desire. Recipes that present new ways to use established brands are one way often used to build desire for an existing product.
"A" for Attention
Tell your customers immediatly and precisely "what's in it for them". Without answering this question, why should anyone read any further? The headline must be compelling, attention grabbing and totally irresistible to the target market, or the company will lose them!
"I" for Interest
Once you have successfully attracted your customers you must keep their interest. Re-emphasising and expanding on the headline, assuming that your headline includes the main benefit, can do this.
If they like the headline customers will want more of the same, so immediately follow on from the benefit in the headline.
"D" de Desire
You need to create desire in a customer, because they will buy what they "want" not necessarily what they need. You can do this by introducing bullet points or some more punchy info.
One of the best ways to do this is to look at the features of your product or service. Firstly write them all down and then alongside write "which means that...". What comes next is the rest of the benefits to the prospect: why they may want what you are selling.
"A" for Action
Strange though it may seem the call to action is most definitely required. Just because you have put your address, phone number or e-mail address etc on the bottom of your leaflet means nothing.
You must use words like 'Call Today', 'Call Now to avoid disappointment!' 'E-mail us today', 'Fill in the reply slip below and post it free today', and so on. Make it as easy as possible for customers to contact you, because most people are lazy and so the simpler the better. Tell your customers what they need to do to take action.
Building a AIDA message :
1) Awareness :
Burglars appreciate Residential araes
2) Interest :
You are living in a Residential area
3) Desire :
You want to feel safe
4) Action :
Hire our security services
5) WORDS CONBINATION :
Feeling Safe in any Residential area guaranteed by our Security Services !
To be continued ..... . . . .
