A.I.D.A: A Simple Tool to Improve Your Advertising
This is an excerpt from a great article about four simple advertising campaign steps, taken from the Better Local Marketing blog by Kevin Stirtz, see here for a full text.
ATTENTION
The first job of any marketing message is to get the ATTENTION of the prospective customer. Whether you are using print advertising, direct mail, radio, TV or personal networking, your goal is the same. Get their attention so you have an opportunity to deliver your message.
Whatever you use to get your prospective customer to stop and pay attention, it should meet some criteria.
Your headline (or other type of attention-getter) should be:
*Honest
*Relevant to your marketing message
*In good taste (however you define good taste)
*Understandable
Some ways to get people's attention:
*Ask a question
*Cite a statistic or fact
*Make an offer
*Use a testimonial
*Make a declaration or statement
Examples:
“$9.95 Oil Change”
This is simple and to the point. Easy to understand.
“We Sell Houses Fast”
Again, simple and direct. This will appeal to people who want to sell their house quickly.
“Dr. Smith got rid of my back pain in one visit!”
A testimonial from a satisfied customer is a great way to promote professional services.
“Garage and Basement Overflowing?”
A question like this will resonate with people who have garages or basements that are full (or their spouses!). They read or hear it and will subconsciously answer “yes” making them a good candidate for any business that can help them empty their garage or basement.
Remember - your headline (or other attention-getting device) is not supposed to sell your product or service. The job of your attention-getter is to get people to stop and pay ATTENTION to the rest of your message. So, keep it simple and on point and you'll have better results.
see here for a full text
ATTENTION
The first job of any marketing message is to get the ATTENTION of the prospective customer. Whether you are using print advertising, direct mail, radio, TV or personal networking, your goal is the same. Get their attention so you have an opportunity to deliver your message.
Whatever you use to get your prospective customer to stop and pay attention, it should meet some criteria.
Your headline (or other type of attention-getter) should be:
*Honest
*Relevant to your marketing message
*In good taste (however you define good taste)
*Understandable
Some ways to get people's attention:
*Ask a question
*Cite a statistic or fact
*Make an offer
*Use a testimonial
*Make a declaration or statement
Examples:
“$9.95 Oil Change”
This is simple and to the point. Easy to understand.
“We Sell Houses Fast”
Again, simple and direct. This will appeal to people who want to sell their house quickly.
“Dr. Smith got rid of my back pain in one visit!”
A testimonial from a satisfied customer is a great way to promote professional services.
“Garage and Basement Overflowing?”
A question like this will resonate with people who have garages or basements that are full (or their spouses!). They read or hear it and will subconsciously answer “yes” making them a good candidate for any business that can help them empty their garage or basement.
Remember - your headline (or other attention-getting device) is not supposed to sell your product or service. The job of your attention-getter is to get people to stop and pay ATTENTION to the rest of your message. So, keep it simple and on point and you'll have better results.
see here for a full text
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