Content Marketing – Communicate More Effectively With the AIDA Format

Jack VanderleeDental Marketing, General Marketing, Marketing Minute, Videos

Marketing Minute - The AIDA Format

Communicate More Effectively with the AIDA Format



Many of my clients find writing and preparing for presentations painful, draining, and time-consuming. But the reality is, part of building a brand and running a company is communicating effectively.

Effective communication can help you achieve your business and personal goals.

When you want to communicate with a goal in mind, people will absorb the information best with the AIDA format. It’s a proven and well-known way to systematically marry your ideas to a convincing writing style.

AIDA stands for Attention, Interest, Desire, Action

Marketing Minute - The AIDA Format

Marketing Minute – The AIDA Format

Attention
You first want to grab their attention. Whether it’s through a headline in your media release or the subject line of your email. If you fail to establish attention here, your email will end up in the Trash.

If you’re writing a blog post, you need to establish right here what you want your consumer to find in your post. Be it an answer to a question or a solution to a problem.

Interest
It’s okay when this section feels more “factual or technical.” Here’s the “meat” of your communication piece. This is about the nitty-gritty. The facts. The truth. The real thing. The details. You get it… no fuzz. Give people what they want:

Keep it simple. Provide people with a fast track to receiving your information.

Desire
Now here’s where you make everything you said in “Interest” relatable in a human level. “Desire” is about the emotional benefits. It’s not about the pricing or pieces of information.

It can be about saving time, saving money, saving effort.

Action
So, what’s next? This is where you close the deal by using a call to action. When you don’t tell people what to do… they won’t.

You need to establish that they need to take action and what action to take.

Call to actions are simple statements that use an action verb.
If you’re writing the copy for your webpage, apply an action verb on a link or button like “Learn More” or “Sign Up Today”, whatever your end goal may be.

Business Insider Tip: the JDM team uses AIDA everyday

Why use a defined format, you ask?

  1. It’s much easier to organize your ideas in 4 modes of thinking.
  2. You can guide the consumer through the experience funnel without bombarding them with irrelevant and unwanted info.

It’s a safe bet that what you want reached is done without annoying the reader or wasting their time.

Use the AIDA for everyday communications

The AIDA format isn’t limited to copywriting or blog writing. It should also be used for your emails, your web pages, presentations, social media, Direct Mail, radio and TV commercials.

If you have any questions with how to apply the AIDA format, don’t hesitate to Contact Us.


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