There’s a classic formula used in direct response marketing and it is well worth remembering when you are putting your direct marketing material together.
This formula is called AIDA and stands for: Attention – Interest – Desire – Action
If you follow this formula in every piece of direct marketing material that you write, irrespective of the medium it is produced for, you will greatly increase your chances of getting a good response.
Attention the first thing your ad needs to do is grab the reader’s attention. You achieve this with your headline. For further information on creating a great headline, read the article Does your Headline Grab Attention?
Interest once you’ve got their attention, you need to raise their interest by focusing on and demonstrating the advantages and benefits of your product or service.
Desire There is a big difference between being interested in a product or service and desiring it. Once you have their interest, you need to convince customers that they want and desire the product or service and that it will satisfy their needs. For more information read or our article on Selling the Benefits.
Action Even if someone desires what you have, it is not going to make any money for you until they take action to purchase from you. Every piece of direct response marketing material must have a call to action that tells people exactly what they need to next, whether that is to place an order or to make an appointment. You should make it as easy as possible for them to take action.
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