How to write for the Internet using "AIDA"

How to write for the Internet using "AIDA"

AIDA is short for Attention, Interest, Desire, and Action. This formula should be used when writing for the Web. It's a long-established principle and stream of marketing and direct sales efforts.

Is AIDA important? You bet it is. You simply cannot be successful without it.

The internet is rich with "blue sky stuff" don’t believe it though. Most marketers on the net struggle a little before making it big. I have been it Sales and Marketing all my life.

Back in the old days we would write out sales copy by hand on a piece of notepaper, and they transfer to an old IBM memory typewriter.

"Word" was not on the seen yet. Fortified with a copy of Crown’s Thesaurus looked up some words proofread it than gave it to a Designer, and off to the races. That was it. You have a Direct Sales Piece!

I’m not going to talk about what works online and off-line that is a subject for another Article. Would like to break down and clarify each letter in AIDA, so you can grasp the full significance of the prescription.

ATTENTION: The first thing your must do is get the readers attention. Do that with an effective headline that answers the question: "What's in it for me?" That's all the reader cares about. What's in it for him or her?

The skill here is the get the reader’s attention, that’s all. Don’t tell the whole story.

I'm aiming at readers who want to learn how to use "AIDA" in the headline above. If you are reading this article, then we got your attention.

INTEREST: After you get the readers attention, next you want to make your argument. You should do that immediately after delivering what your headline promises. I’m suggesting how important AIDA is to you for future success.

Don't make an effort to be clever, and don't play around with your readers. The minute that they become bored with your writing or anything click they’re gone. For example, did you follow how I got right into telling you about the method?

DESIRE: You have to make the reader Desire more information about you and services. Learn how to build value. His or her need to have your information is greater the money they have in their hands. You must learn a skill of entering the conversation that is going on inside their heads.

Personally, I’m not a big fan of benefits all the time. I think people have heard that so much they must weary of it. If you feel comfortable discussion benefits, so be it.

This is a good Example for the newbie’s. Here is a URL that will help explain: http://www.netmechanic.com/news/vol8/copywriting_no3.htm

A feature is GPS (Global Positioning) on your cell phone. A benefit is a GPS will let your spouse know where you are all the time.

ACTION: You want to close your writing with a call to action. Tell the reader what you want him or her to do. For example: Call now...e-mail us for more information...Visit our website today to order.

I use this formula in just about all my writing on the Web. It is a useful tool for Article Marketing. Simply tell the visitor to click on the link below if you want more information.

Give them more information free before you show them you offer. If you are writing a press release use it also. After your press release is completed, you can spread it using a press release distribution service like PRWeb or Mass Media Distribution Services. They also have copies of press releases you can use to help you compose your own.

James Clark is President and CEO of ZMG Marketing Group
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