We may not realise it but, everyday we are bombarded with headlines that are trying to grab our attention and make us want to buy their products or services. Whether we are just watching TV or are walking around town, advertising is everywhere and by using AIDA you are more likely to be successful.
For those of you who don’t know AIDA, it stands for:
At Supplyant, it is something we are ruled by, we live and breathe AIDA.
Why? Because it works! Every message you put out has to work extremely hard to get noticed and get your audience’s attention but really, it can be simple.
There is no denying that the world of advertising is getting more competitive every day however, the basics of design and copy will never change. The bottom line is that you will always need to grab someone’s attention, get their interest, make them desire what you are selling and get them to take action.
This is true because human behaviour will never change. If we want something we will get it or we will have FOMO (fear of missing out). Getting someone to take action will always require the same steps.
So, how do you use AIDA?
Let’s face it getting someone’s attention and retaining it in the 21st century is difficult. You need to be quick and snappy and create headlines that your audience can resonate with. Use powerful words, or a picture that will catch their eye and make them stop and read what you have to say next.
For example: An email subject line would be way more effective if it said “Exclusive deals inside, Up to 75% off – Only 6 days left!” rather than, “We have a sale you might like”.
Possibly the most difficult part of AIDA. So you have got their attention, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail?
It requires a little more time than grabbing their attention so this means you need to help them pick up the messages that are relevant. So use bullets and subheadings, and break up the text to make your points stand out.
We have all been there, we are looking at an ad and thinking, “How does this really help me?” and “What do I get from this?”
Well, the main way of doing this is by appealing to their personal needs and wants. So, rather than simply saying, “Come to us for tiles” explain what is in it for them: “Get the best quality tiles, at a reduced price and with free delivery.”
Emotion is really important in the buying decision, people never buy on just facts – interest.
Be FAB – Features, Advantages and Benefits
A good way of building the reader’s desire is to link features and benefits.
When it comes to the marketing copy, it’s important that you don’t forget those benefits at this stage. When you describe your offer, don’t just give the facts and features, and expect the audience to work out the benefits for themselves. Make it easy, tell them.
Finally be very clear about what action it is that you want your audience to take. Whether it is to “Buy Now”, or “ Visit www.supplyant.com for more information”, just be clear. All the work you put into the other steps will all be for nothing if your action is not clear, potential customers will just walk on by.