AI

DA:
Theacr
onym AI
DAisahandyt
ool
forensur
ingt
hatyourcopy,
orot
herwr
it
ing,
grabsat
tent
ion.
Theacr
onym st
andsf
or:

At
tent
ion(
orAt
tr
act
).

I
nter
est
.

Desi
re.

Act
ion.

Thesearethefourstepsyouneedtotakeyouraudi
encet
hroughi
fyouwantt
hem tobuyyour
productorvi
sityourwebsi
te,
orindeedtotakeonboar
dthemessagesi
nyourrepor
t.

At
tent
ion/
Att
ract
:

Inourmedia-
fi
ll
edworld,youneedt
obequickanddir
ecttograbpeopl
e'
sattent
ion.Use
powerf
ulwords,orapict
urethatwi
llcat
cht
hereader
'seyeandmakethem stopandreadwhat
youhavetosaynext.

Gett
heFr
eeNewsl
ett
er:

Lear
nnewcareerski
ll
severyweek,
andrecei
veourl
atestof
fer
s,pl
usgetourPer
sonal
Devel
opmentPl
anWor kbookFREEwhenyousubscr
ibe.

ReadourPr
ivacyPol
icy:

Wi
thmostof
fi
cewor
ker
ssuf
fer
ingf
rom emai
lover
load,
act
ion-
seeki
ngemai
lsneedsubj
ect
l
inesthatwil
lencour
ager eci
pient
stoopent hem andreadt
hecontents.Forexample,t
o
encouragepeoplet
oat t
endacompanyt r
aini
ngsessionongivi
ngfeedback,theemailheadli
ne,
"Howef f
ect
iveisYOURf eedback?"i
smor eli
kel
yt ograbat
tent
iont
hant hepurel
yfactualone
of,"
Thisweek'sseminaronfeedback".

2.I
nter
est
:

Thisi
soneoft hemostchallengingstagesi
ntheAIDAmodel
:you'vegott
heatt
ent
ionofa
chunkofyourtargetaudi
ence,butcanyouengagewitht
hem enoughsothatt
hey'
l
lwantt
o
spendthei
rpreci
oust i
meunder standi
ngyourmessagei
nmor edetai
l?

Gainingthereader
'sint
erestisadeeperprocessthangrabbingtheirat
tent
ion.Theywil
lgi
ve
youal i
tt
lemor eti
met odoit,butyoumuststayfocusedont hei
rneeds.Thismeanshel pi
ng
him orhertopickoutthemessagest hatarerel
evantt
ohim quickly–usebul l
etsand
subheadings,andbreakupt hetextt
omakeyourpoi nt
sst andout.

Formoreinf
ormationonunderst
andi
ngyourt
argetaudi
ence'
sinter
estsandexpect
ati
ons,
and
thecont
extofyourmessage,r
eadourar
ti
cleontheRhetor
icalTr
iangl
e.

3.Desi
re:

TheInter
estandDesi
repart
softheAIDAmodelgohand-i
n-hand:asyou'rebuil
dingt
he
reader
'si
nter
est,
youalsoneedtohel
pherunderst
andhowwhatyou' reoffer
ingcanhel
pheri
n
arealway.Themainwayofdoingthi
sisbyappeali
ngt
oherper sonalneedsandwants.

Ratherthansimplysayi
ng,"Ourlunchti
meseminarwillt
eachyoufeedbackski
ll
s,
"expl
aint
o
t
heaudi encewhat'sini
tforthem:"Getwhatyouneedf r
om ot
herpeople,
andsaveti
meand
fr
ustrat
ion,bylear
ninghowt ogivethem goodf
eedback."
Feat
ureandBenef
it
s(FAB)
:
Agoodwayofbui l
dingthereader'
sdesir
eforyourof
fer
ingi
stoli
nkfeat
uresandbenefi
ts.
Hopeful
ly,
thesi
gnif
icantf
eaturesofyouroff
eri
nghavebeendesi
gnedtogiveaspeci
fi
c
benef
itt
omember sofyourtargetmarket.

Wheni tcomestothemarket
ingcopy,it
'si
mpor t
antthatyoudon'tf
orgetthosebenefit
satt hi
s
stage.Whenyoudescri
beyouroffer
ing,don'
tjustgi
vethefactsandfeatures,andexpectthe
audiencetoworkoutt
hebenefit
sforthemselves:t
ellt
hem thebenefi
tsclearl
ytocreatethat
i
nt er
estanddesi
re.

Example:"Thislapt
opcaseismadeofaluminum,"descr
ibesafeatur
e,andleavesthe
audi
encethinking"Sowhat?"Persuadet
heaudiencebyaddingthebenefi
ts".
..
givi
ngast
yli
sh
l
ook,t
hat'skindertoyourbackandshoulder
s."

Youmaywanttotaket
hisfur
therbyappeali
ngtopeopl
e'
sdeeperdr
ives"..
.gi
vingef
fortl
ess
por
tabi
li
tyandasl
eekappear
anceandt hatwil
lbet
heenvyofyourf
riendsandco-workers.
"

4.Convi
cti
on:

Ashardenedconsumer s,wetendt obeskepticalaboutmarketi

ngclaims.I
t'
snolonger
enoughsimpl ytosayt hatabooki sabestsell
er,
forexample,butreader
swillt
akenoticeifyou
stat
e(accur at
ely,
ofcour se!
),thatthebookhasbeeni ntheNewYor kTimesBestsel
lerListfor
10weeks, forexampl e.Sotrytousehar ddatawher eit'
savail
abl
e.Whenyouhaven'tgott he
harddata,yettheproductof f
er i
ngi ssuf
fi
cientl
yimpor t
ant,
considergener
ati
ngsomedat a,for
example,bycommi ssioni
ngasur vey.

5.Act
ion:

Fi
nall
y,beveryclearaboutwhatact
ionyouwantyourr
eader
stotake;forexample,
"Vi
sit
www.mindtool
s.com nowf ormorei
nfor
mati
on"rat
herthanj
ustl
eavingpeopletoworkout
whattodoforthemselves.
CompanyBl
og:

YouNeedt
heAI
DAModeli
nyourEmai
lMar
ket
ingSt
rat
egy

MARKETI
NGPRESS BYLAURADONALDSON

Emailmarketing,themostusedmar ket
ingtoolacr
osst heboard.Yet,duetothehi ghvolume
ofemailsreceiveddaily,consumer shavelearnedt
omi ndlesslydelet
eanythi
ngr emot el
y
resembli
ngspam f r
om t heirinboxes.Sohowcanyoui ncreaseyouropenr at
eandget
prospect
st otakeadvant ageofyourof f
er?Theanswerl iesintheformatofyouremai l
.The
AIDAmodeli sal ongtimef avori
teofcopywrit
ersandforagoodr eason.Thestrategicmodel
creat
esa“ funnel”thatleadst heconsumeri ntoact
ion.Integrat
ethe4st epsoftheAI DAmodel
i
ntoyournextcampai gn:

At
tent
ion:Thef
ir
standmosti
mpor
tantst
ep.Fai
li
ngt
ocapt
uret
heat
tent
ionofyouraudi
ence
atfi
rstglance,punchesyouremailcampaign’
sticketf
oraone-wayt riptothespam folder,no
matterhowgr eatthecontenti
s.Avoidt
hisdreadedfolderbynail
ingthesubj ectli
neofthe
email–thisisthefir
standsomet i
mesonlythingyouraudiencewi l
lsee.Tryleadingof
ft he
subj
ectlinewithasenseofur gencybyusingphraseslike,
“Uh-oh!”
,“Surpr
ise!”,
and“Guess
what?!”

Int
erest:Success!Youhaveyouraudience’satt
enti
on-theemailisopened.Thenextst epis
generatinginter
est;t
hisphraseshoul
dbeatt hetopoftheemail,easil
yread,andanythingbut
dull
.Onest r
ategyforthi
sstepistout
il
izeempathy.Showpeopleyoucanr el
atetotheirli
ves
wit
haf unnyjoke,aff
irmati
onofacommonpr obl
em, andevenanat tenti
on-
grabbi
ngst ati
sti
c.
Needf urtherhelpwrit
ingahook?ThisEntrepr
eneurarti
clehasyourback.

Desi
re:Per
suadeyouraudi
ence.Thi
sist
heoppor
tuni
tyt
omakeyourmessagei
rr
esi
sti
ble.
Whydoest hereci
pientneedwhatyou’reoff
eri
ng?Your“desir
ehook”shouldappealt
othe
wants/needsbyoffer
ing:competi
ti
veprici
ng,t
hesoluti
ontoapr obl
em,f
riendl
yservi
ce,hi
gher
quali
ty,bet
terr
ati
ngs,etc…Setthefoundat
ionforyourf
inalst
ep.Makeyourreaderst
hink
“yeah,Icanbenef
itfr
om that
.”
Act
ion:Fi
nal
ly!You’
vespar
kedenoughi
nter
estanddesi
ref
oryouraudi
encet
oreadf
urt
her
andi t
’sti
mef oracti
on.Thekeyistomaket hi
sf i
nalst
epasseaml essaspossibl
eforthe
reader.Useaneasy- t
o-fi
ndbut
tonthatwil
ldir
ectpeopletocl
ickdirectl
ytoyourwebsi
te.
Finall
y,hi
ghlightj
usthowconvenientandsimplethisact
ionstepwi l
lbewit
heasy-t
o-f
ind,cal
l-
to-act
ionlanguage;forexampl
e:“You’
reoneclickawayfrom savi
ngs”or“Connecttoexpert
s
i
n3mi nutesorless.
”