Constructing An Advertisement Using The AIDA Sequence
Constructing an advertisement or any promotional material using the AIDA sequence can help to increase your success. This tried and tested format takes your reader (or listener) through a logical sequence which ultimately will stimulate them to take the action you want.
Attention The first part of the advert needs to capture your audience’s attention so they want to read on e.g. ‘50% off all items’ or ‘Free course worth $150’ You can also hook your audience in by asking a question e.g. ‘Do you want to attract more business without spending a fortune?’
Intereste.g. ‘new networking group now open in your area’ ‘we offer a full range of quality business cards, letterheads and flyers’
Desire This bit is crucial …you now need to build desire for your product or service – in other words what’s in it for the reader or listener if they buy from, visit or contact you? It’s not just a description of what you do but ‘why’ your potential customer should choose you over your competitor so need to be compelling and may include your unique selling point. Home in on those things that matter to your customer…such as saving time, increasing profits, reducing costs, increasing sales. e.g. ‘grow your business without the pain of selling’ ‘reduce your heating bills by 25% ‘Buy now and save yourself $100’ cheapest rates in town ‘Free ideas and advice’
Action This final part of the AIDA sequence is about getting your audience to respond to your advert whether it is to make that phone call, visit your store or complete a form with their contact details on. Without this the reader is far less likely to actually do anything as a result of your advert. e.g. ‘Call now to secure your place’Download your free hints and tips todaySign up now – offer ends FridayCall now for your free, no-obligation consultation
So, have a go now at constructing an advertisement yourself and save yourself the costly fees a professional…it works!
(101 (Allen & Unwin)) by Andrew Griffiths (Paperback - 1 April 2004)
(Entrepreneur Magazine) by Conrad Berke (Paperback - 26 Sep 1996)
