Every business niche has its own acronyms, often a tried and tested formula has its own acronym so that people can easily remember it. One of the most common is the 5 P’s which stands for “proper preparation prevents poor performance, however there are many niche specific and today we are going to focus on one that the advertising industry use. AIDA which stands for Attention, Interest, Desire and Action, using this formula in all of your advertising copy is a way to check whether or not the advertisement will be effective before you even test it. Oh, and this same formula can also be applied to your content marketing efforts, although on the service it sounds like your typical dating scene.
Grab Your Audiences Attention
The aim of everyone in advertising and for that matter in business is to capture the attention of their audience, and you can do this with a headline, an image or the way you use words. Because the best way to ensure that people read your copy, is to do something that makes them stop, think and take notice.
Once you have the attention of your audience use the words on the page need to keep your audience’s interest. The best way to do that is to explain the benefits of your product or service using words, which clearly differentiate yourself from the competition.
By using the right words, you want to also create a longing or desire within your audience to act on your call to action. You do this by showing them how your product or service will solve their problems and satisfy their desires.
Attracting your audience’s attention, keeping their interest, and finding the words that bring up a well of desire for your product or service, will induce your audience to answer your calls to action at a higher conversion rate, than had you not applied the AIDA principles.
How to Apply AIDA
Craft bold headlines, use an active voice, white space, images and other means to use AIDA in your copy. Understand that while you need to write copy for all four stages, your audience also goes through the four stages as they engage with your advertising copy. If you can clearly identify the stages as you create the copy, whether it is a sales page or a pay-per-click advertisement, then it’s likely you’ve accomplished AIDA.
It’s a Weeding Process
You have to remember that you don’t want just anyone to click on your headline; you want someone who will read your copy and buy what you’re selling. So, to make AIDA work, don’t use tricky or bait and switch type headlines or images to attract the attention of your audience. Be open and up front at all times and as clear as possible about what’s “inside” your headlines for the reader. Use images that are relevant and enhance your copy, and you’ll attract better leads. Ad copy is not just an attraction method; it’s also a weeding process.
Whether you write copy for digital media or print media, using the AIDA formula will help you creating winning ad copy as often as you need to. Show your audience what your product or service can do for them and why they need to buy it, using this method and it will work. You will get results from AIDA when you put it into effect and as with most things, the more you use it the better you will become at using it and the better the results you can expect to achieve.