Aida Model
Every day we 're bombarded with headlines like these that are designed to grab our attention. In a world full of advertising and information – delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages – every message has to work extremely hard to get noticed.
And it 's not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience 's attention.
As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn 't really change. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.
The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:
Attention (or Attract)
Interest
Desire
Action.
These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.
A slightly more sophisticated version of this is AIDCA/AIDEA, which includes an additional step of Conviction/Evidence between Desire and Action. People are so cynical about advertising messages that coherent evidence may be needed if anyone is going to act!
How to Use the Tool:
Use the AIDA approach when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:
1. Attention/Attract
In our media-filled world, you need to be quick and direct
And it 's not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience 's attention.
As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn 't really change. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.
The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:
Attention (or Attract)
Interest
Desire
Action.
These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.
A slightly more sophisticated version of this is AIDCA/AIDEA, which includes an additional step of Conviction/Evidence between Desire and Action. People are so cynical about advertising messages that coherent evidence may be needed if anyone is going to act!
How to Use the Tool:
Use the AIDA approach when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:
1. Attention/Attract
In our media-filled world, you need to be quick and direct