Attention Interest

AIDA Model

Action Desire
Applying the AIDA Model
Getting Attention

Building Interest

Increasing Desire

Motivating Action
Getting Attention
Techniques to open your sales letter with excitement:
"The only thing worse than paying taxes
News Items  is paying taxes when you don't have to.”
"In the past 60 days, mortgage rates
Product benefits  have fallen to a 30-year low.”
Personal appeals  "Right now, you can get huge savings
on a new camera phone."
Product samples  "iPod. 10,000 songs in your pocket.“
Promise of savings  "Tired of cold air rushing through the
cracks around your windows? Stay
Problem solutions  warm and save energy with AAA
Weather-stripping.“
"Here’s your free sample of the new
Romalite packing sheet."
Building Interest

Support Promises

Highlight Key Points

Emphasize Benefits
Increasing Desire

Audience Focus

Dynamic Language

Support for Claims

Motivating Action

The Next Step

A Sense of Urgency

Professionalism

A Good Impression
AIDA Model in Business Letters
 Attention: Your opening does more than simply
introduce your topic; it grabs audience attention and
encourages them to hear more about your main idea.
 Interest: Your explanation does more than present
reasons; it incites the interest of your audience.
 Desire: Your continued explanation does more than
present benefits; it changes your audience’s attitude.
 Action: Your close does more than end on a positive
note; it emphasizes reader benefits and motivates
readers to take specific action.
Identify the AIDA in the following letter.
Case Study
As the director of human resources in your company,
you’re desperate for some help. You want to keep the
costs of employee benefits under control while making
sure you provide employees with a fair benefits
package. However, you don’t have time to research all
the options for health insurance, wellness programs,
retirement plans, family counseling, educational
benefits, and everything else, so you decide to hire a
consultant. You receive the following message from a
consultant interested working with you.
Case Study (continued)
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve
designed for them. They also love how much time I
save them – hundreds and hundreds of hours. I am
absolutely confident that I can thoroughly analyze your
needs and create a portfolio that realizes every degree
of savings possible. I invite you to experience the same
level of service that has generated such comments as
“Best advice ever!” and “Saved us an unbelievable
amount of money.”
Case Study (continued)
You’d love to get the results the consultant promises,
but these claims don’t ring true to you. In fact, the
message contains several instances in which this
writer’s credibility might be questioned.
Identify the problematic claims.
The problematic claims
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve
designed for them. They also love how much time I
save them – hundreds and hundreds of hours. I am
absolutely confident that I can thoroughly analyze your
needs and create a portfolio that realizes every degree
of savings possible. I invite you to experience the same
level of service that has generated such comments as
“Best advice ever!” and “Saved us an unbelievable
amount of money.”