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About The AIDA Principle
How to use the various components for which AIDA is a well-known acronym. AIDA stands for:
To attract attention
* Address the prospect by name where possible. Researchers tell us most people open and read a letter addressed to them.
* Include a strong headline in your letter, one that promises major benefits.
To generate interest
* Immediately enlarge on the promise included in your headline. Tell the story now, don't keep the reader waiting until the end. He probably won't wait that long.
* Clearly outline the benefits to your prospect. Use the words 'you' and 'your'.
* Try to get the reader interested in what you are offering as soon as possible by using short, crisp sentences right from the very beginning.
* If your headline has attracted him, another compact group of words could well grab your reader and force him to read on. Your opening sentence can therefore be a question, for instance: 'Why aren't you earning $30,000 a year in your spare time?' Your first sentence might, alternatively, be designed to shock as would: 'Today you had an idea that could make you millions. And you didn't even notice it!'
To create desire
* Concentrate on the benefits your offer presents. Instead of saying: 'There is a new computer game you might like to show your customers', say 'Earn £1,000 from every sale'.
* Always include a P.S. This serves to reinforce the main benefits in your letter or to introduce another major benefit.
* Direct mail specialists say virtually everyone reads the P.S. although it is not known why.
* Always talk sense, and don't leave the reader wondering what you really mean. Otherwise your readers will lose interest and look elsewhere to spend their money.
* Don't repeat points of minor interest.
* Use everyday words and phrases. Keep sentences and paragraphs short. Too much 'grey' material is deterring to roving readers. Use just a few carefully chosen words to convey your message.
* Highlighting devices can be effective, including bullet points to emphasise certain points, emboldening or underlining certain words and phrases, numbering key paragraphs.
* Remember to include as many benefits of the product as you can at the start of your text, preferably in or close to the headline.
* Make it believable. Don't make false claims, and do not exaggerate.
* Avoid generalities and concentrate on specifics. Instead of saying 'Lots of people in several countries buy our products', say '3,000 people in 20 countries bought XYZ (product) from us last year'.
* Try to include a special offer, such as 'two for the price of one', 'free trial', 'order now, pay later'. Competitions, prize draws, free gifts and credit terms are also effective. Note, too, that all can stimulate 'Action', the final and most profitable feature of the AIDA formula.
* Adapt your style to suit the reader's interests, sex, disposable income, career or business. If your product is for women, talk to women; if it's for business men and women, use words and ideas they will understand. Likewise if your offer is targeted towards sportsmen, company directors, car mechanics, computer enthusiasts.
* Keep your message lively and full of enthusiasm.
* Look for your product's USP and exploit it to the full. A USP - Unique Selling Point (or Proposition), is something which sets your product apart from your competitors'. It might be something unique, perhaps just different.
* Use endorsements (testimonials) wherever possible. Include extracts of letters from satisfied customers, stating that the originals are on file and open to inspection. Ask for permission to use any endorsements received for your products; you will rarely be refused.
* If you don't have anything suitable, offer a few samples of your product in return for information being provided about the product on a questionnaire designed by you.
* Endorsements can be used effectively for space advertisements and direct mailings.
To induce action
* Invite the prospect to telephone you NOW for further information. Make him understand that supplies are limited.
* Highlight reasons why he should get in touch right away. Reiterate the benefits, let him know someone else might beat him to them. Do all you can to generate a response.
* Give a reason to act. This might include the offer of a free gift or special discount for early ordering. Alternatively, the task can usually be accomplished by including a P.S. to the effect that stocks are 'limited' or 'end of range'.
* Make sure your response device (usually a form, sometimes a statement) includes your name and address and space for the customer to write his. Oddly, a great many customers omit this vital information from their order. Similarly, mail order dealers, including long-established firms, omit this essential component from their promotions.
* Include simple instructions about how to pay. Say whether payment should be by cheque or postal order and whether credit card facilities are available. Indicate to whom cheques should be made payable.
* Give the customer the chance to pay by credit card.
* Offer a money-back guarantee. This can be 30 days, 3 months, 6 months, or more. Some firms offer 365 day guarantees, some guarantee their products indefinitely. Whatever period you offer, the main objective is to generate customer confidence. Research indicates that a subsequent increase in returns will be more than offset by higher response rates.
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