There’s a little-known successful marketing formula that you need to check out, understand, and use in all the marketing you do. This is a most successful marketing formula and can be used when speaking, advertising, sending direct mail, on your online sites, and more.
It was officially put into writing in 1898 and has been used in almost every industry since.
This formula has proven successful for many, many decades, especially in direct response marketing. When you apply this formula you’ll drive more results with your content writing.
It’s called the AIDA formula. Let me show you how it works…
A = Attention. Your content has to grab the reader’s attention. The best way to get someone’s attention is with your headline, an ad, or your opening sentence (if you’re speaking.) I have heard that the headline is 80% of the ad’s effectiveness. And great headlines in all of your social media posts, emails, and video intros is very important ⇒ I consistently use CoSchedule Headline Analyzer
I = Interest. After you’ve grabbed their attention, you want to continue to make it interesting. It’s not just putting up big, bold words in the headline just to get their attention.
You may have experienced advertising or content marketers that did something crazy and shocking to grab your attention, but as soon as that was over and they started talking about their product. You were no longer interested.
It almost feels like a bait and switch (and often is), where they’ve baited you with their hook. Now you go to look at the ad or read the content, and it has nothing to do with the headline.
NOTE: Facebook, and other platforms, frown on this and will lower your reach so that fewer people see your information.
D = Desire. After the reader is interested in your headline, then you want to arouse their desire. The desires of your prospects are simple: they want to be rid of this annoying problem. They want the benefits you can offer them. They want solutions.
You’ll notice many good pieces of content writing, describe what the reader will experience once they’ve improved their health…like more energy, more golf successes, etc.
A = Action. Action is where you make the offer and then tell them how to contact you or make the purchase. The prospective client must be given a reason – say – to come and see you over your competitors.
This formula has been effectively working for over 100 years. Unfortunately, many marketers and businesses are not following this simple strategy with their marketing.
How are you using your marketing formula?
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