Marketing // Fascinating AIDA

Run your sales literature through this simple magic formula and you'd better be prepared for the increase in response.

This is a great tool for writing powerful sales letters and killer copy. This formula is called A.I.D.A. You'll be very glad you met her...

ATTENTION

Attract your reader's attention with an exciting headline. Make them intrigued, just by reading it. Either reveal or conceal a common interest.

INTEREST

Evoke interest from your potential customer by telling them multiple, life-enhancing benefits. Steer away from just listing features - people buy benefits, not features. Use simple, short sentences and talk to them as if they're sitting next to you.

DESIRE

Make them want it. Make it irrestistible. Give them guarantees of their money back. Or extra special bonuses or discounts. Don't forget to state the urgency - make your offer timebound. You could try "Order within 7 days and get this free pen set. If you're not 100% satisfied, we'll refund you in full."

ACTION

Tell 'em what to do! You'd be amazed how much sales literature misses this vital step. Don't assume they'll know what to do. Get them to "Call now for a no-obligation quote" or "Call us free to place your order". You don't need to close the sale there and then, just lead them through your sales process.

So, there it is. Stick her on your wall, write her name on your monitor, engrave her on your pen - whatever you do, just don't forget A.I.D.A. She'll make you a better writer.