Attention. Interest. Desire. Action!
A.I.D.A is a commonly know acronym used in marketing and advertising that’s proven to work consistently. It’s the concept that each advert you make should have the 4 following qualities:
This is the first part of the users experience when they see your ad, and it has to really grab their attention. It can be the first sentence, or an attention grabbing image/video. You need to break through their autopilot scrolling and make them stop to read what you have to say.
Getting someone’s interest isn’t as easy as you’d think. Even if they’re you’re exact target market, it doesn’t mean they’re going to be interested in what you’re saying at that time. You better be sure that what you’re saying is interesting, and the way you word it is interesting too!
Once you’ve got the users attention and sparked their interest it’s time to build their desire. The best way to do this is to connect with their emotions. Most marketers will connect with their negative emotions (a problem they have) and then present their product/service as a solution, thus becoming associated with positive emotions.
This is where most advertisers skip straight to. You want to get people to take some form of action on your ad, so you just tell them to right? You can only expect someone to take action on an ad when they’ve had their attention grabbed, their interest spiked and their emotions touched. Once they’re invested in this way, as long as your product or service offers closure to the process they’ve just been through then they’ll want to take action! Present them with an easy way of taking the action that you want them to take, and don’t be afraid to tell them exactly what to do. It’s surprising how many people don’t understand that they just have to click a link and click buy now to order something. Explain it to them…