AIDA is one of the most popular time-tested formulas used in writing winning ads, as well as any other piece of ‘responsive selling in print’. And that applies to both offline and online communications. The acronym stands for Attention, Interest, Desire, Action.
1. While striking visuals do get attention, perhaps the best way is to attract it via a compelling headline — that’s the hook on which your overall message is pinned.
2. Use benefits, offers, news, and so on to grab that all-important attention.
3. But don’t overdo it — you really need to come across as credible.
4. Reinforce the promise made in your headline, or tap directly into the emotions of your reader, to build interest.
5. Never underestimate the reader’s emotive response to your words. Choose them carefully.
6. Try to make each and every one of your readers feel as if you have written your message purely for their eyes — and benefit — only.
7. Build desire by making your offer as irresistible as possible.
8. Testimonials, case studies, and statistics all help build the case for credibility, and therefore boost the desire for your product/service.
9. Recap the key message and benefits of what you’re offering.
10. People are lazy. You have to literally ask for action. Make sure you spell out exactly what you want them to do next. Call you? Give them the number. Send off for a special report? Make it obvious why they should bother. Tell them and convince them!
11. Make sure what you write is relevant and from the reader’s point of view.
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