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Monday, 9 August 2010

Getting to know AIDA

Ever since I met Aida, people have been delighted when I've introduced her to them.

I think it's because everyone likes the idea of being more interesting, of gaining more interest or influence, when they create publicity material or write persuasive emails.

AIDA may sound like a memorable girl's name, however it's a formula for those who seek to be persuasive. It's been wisely used for many years, and you can use AIDA for written publicity, emails, or even sales conversations.

ATTENTION
People don't always listen. You need to gain their attention. Use a heading or opening sentence that will make people stops in their tracks.

INTEREST
Follow this with a few lines that will interest them, because you need to draw them in to what you want to say so that they want will want to read on. This may be some key facts, or an important question.

DESIRE
You want someone to do something, so you need to build this desire in the text that follows. Whether you are writing sales literature, or want a friend to come on holiday with you, you need to show the benefits. "What's in it for me?"

ACTION
Finally, "ask for the order." What do you want the person to do? Marketing experts, and web page designers, all agree that we should keep in simple: ask for just one action because people like to be told what to do, but don't like too many choices.

Have you read this far? You're more than interested, and you can see some area where you'd like to improve the effectiveness of what you say or write. Give it a go! How will you apply AIDA first?

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I'd like you to experience the benefits of AIDA, so I hope you enjoy putting these things into practice. Let me know how you get on, and comments on my articles are always welcome.

People tend to thing of AIDA as being of use for written publicity, but you can apply it to sales conversations too, starting with those initial few seconds you have to create a first impression and attract attention.

If you struggle to remember the acronym, you could think of Verdi's opera Aida, or that the word means "visitor" or "returning" in Arabic - whatever helps, really!

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