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The AIDA Formula - Time Tested, Buyer Approved
Website promotion almost always involves some kind of written ad copy. You're going to have to write some pretty good stuff to get them to buy, once they are at your site.
There are so many formulas in selling, yet many salespeople find the AIDA formula to be the easiest one to put to use in almost any sales situation. Here is the formula:
1. Attention. You must first get the prospects' attention, if you want to sell to them. Use dramatic headlines to draw the reader into the copy. A headline gives the reader some idea of what your letter, brochure, ad, or web site is about. Good headlines also tell prospects about the good things they will get if they do business with you. Here are a few classic ways to write winning headlines. Read more on How To Get Your Readers to Act By Writing Engaging Headlines For Your Ads, Sales Letters and Web Site Copy.
a. Take the direct method. Tell the reader your main benefit.
b. The indirect method teases the reader's curiosity. "Suddenly I'm driving a BMW."
c. Ask a question. "Are you making enough money?" Questions draw readers into your copy and get them mentally involved with your offer.
d. Announce a new development. "New additive improves mileage 40%!"
e. Use a testimonial. Nothing convinces prospects like the words of a satisfied customer.
2. Interest. We can begin to build interest if we have someone's attention. Interest is developed by giving a prospect the multiple benefits of what you have to offer that will positively affect their lives, or solve a problem for them. Examples:
You build desire by
making your offer irresistible. You know you have succeeded with a powerful and
compelling offer when people feel badly if they don't order. Make
offers so juicy, that they just have to say yes. Example:
Here are a few ways in which you can also build desire and remove resistance:
Build your offers in any business to get people to act now. They'll be happy they did, if you properly package your offer.
In any selling, your first objective should be to remove prospect resistance. Each of the techniques suggested are ethical; each is beneficial to customers and clients -- and each is non-manipulative. They establish you as a seller who can be trusted and one who is trying to add genuine value and advantage to a customer's life.
4. Ask people to act.
Many ads get the first three elements of the AIDA formula correct. Then, they forget to close the sale. You have to ask people to buy! If you've given them a reason to buy, a slew of great benefits, strong guarantees, and great bonuses, you shouldn't be shy to do so.
When you ask people to act, make it easy for them to do so. Tell people "it's easy to order." Or, "all you have to do" is make this call, fill this out, go to your secure order form. Offer as many payment options as possible, especially credit cards. As a rule of thumb, the easier it is to buy, the more orders you'll get. Remember, you have to lead most people to a decision. If you can do it in a charming manner, and eliminate the risk that the purchaser goes through, you'll find that asking people to order is easy.
Create a sense of urgency. Most people will put off making a decision to
act. Give them something to lose if they do not act now! Examples:
Use the AIDA formula. It's simple, basic, and time tested.
Note that this technique can and should also be used in e-mail solicitations. The action desired is to click on the "mailto" button, or visit your site. Think though the same four step process to get results.