That’s a
really good point. Start by thinking about what you want your leaflets to
achieve. Think about who you’re talking to, what their problems are and how
your product or service solves them. Now make a list of what you need to tell
people in order to get them to buy. So often when we write copy we fail to
follow a basic rule, which is that your copy should mirror the sales process.
You need to attract attention, show people how they’ll benefit, really make
them want the product, reassure them they’re not making a mistake and ask for
the order. If that seems like a lot to remember, think of AIDCA:
Attention:
you have less than three seconds to grab attention. Do it with a compelling
headline.
Interest:
what do your audience need to know (make sure you tell them about what they
want to hear, not what you want to tell them).
Desire:
what’s the impact of them buying/ not buying. People buy for fear or greed.
Which does your product satisfy?
Conviction:
how can you reassure them they’re not making a mistake? Testimonials and
endorsements are great here, as are trade body memberships, but the real gold
dust is the 100% no quibble money back guarantee.
Action: what do they need to do next?
in AIDCA
by Fiona Humberstone on April 11, 2008 · 0 comments
I had a great marketing consultation with a client last week who really got me thinking. Just how ‘accessible’ is AIDCA? To me, it’s second nature. Attention, Interest, Desire, Conviction, Action. And yet to Julian, it was only when I explained the concept in plain English that the lightbulb really came on. And so I now share my ‘Plain English’ AIDCA formula with you.
(Just in case you’re wondering what on earth AIDCA is, in brief it’s a fantastic tool to help you make your marketing more effective – a process, a structure, which mirrors the way that people buy. For the full story read my detailed AIDCA breakdown.)
Although I always encourage my clients to write from the point of view of their customer, it often helps to just draft something from your perspective to start with, just in note form, to get your head around it. So the process I’m about to share with you won’t be the finished article. You’ll need to do a LOT more tweaking, refining and most importantly, writing from the perspective of your customer rather than your own business. But just to enable you to get your head around AIDCA, here’s my plain English version of what it actually means to you as a business:
Attention: We sell widgets that will help your business
Interest: Here are the benefits of this widget to your business
Desire: This is why I know you can’t live without this widget
Conviction: If you’re worried you’d be making a mistake, don’t be – here’s some reassurance (in the form of testimonials or a guarantee)
Action: Here’s what I want you to do
How about for your business? Can you see this working? Does this ‘plain English’ version make AIDCA any easier to understand or to apply?
If you’d like to understand how to put this, and other marketing techniques into practice then you will definitely find the Marvellous Monthly Marketing Workshops useful – you can find out more on our website at www.marvellousworkshops.co.uk
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tagged as AIDA, AIDCA, copy, Copywriting, literature, marketing, writing in AIDCA, Copywriting, Low Cost Marketing, Workshops
