AIDA
As advertising becomes cleverer and more competitive, each product
description has to work harder to attract a potential customer’s attention and
make the sale. Even as all advertising is becoming more sophisticated, the
basic principles behind writing good sales copy remain.
The acronym AIDA is a useful tool for ensuring that your product description
grabs attention and moves the customer through to converting to a sale.
The acronym stands for:
Attention
Interest
Desire
Action
Attention
You need to act quickly and grab your customer’s attention. You can do this
by writing a compelling headline for your copy. Be direct, don’t be so clever
or obscure that the meaning isn’t apparent and make sure your headline is
snappy and unique.
Interest
So, you’ve grabbed your customer’s attention. Gaining their interest is
perhaps the most challenging part of the AIDA model.
Engage your reader by quickly demonstrating the main benefits that the
product will bring to them. Help them pick out the messages that are
important to them by using small chunks of text, bullets and sub-headings –
all these tools make your copy easier to read and more likely to hold the
customer’s interest.
Desire
The desire part of the AIDA model is closely related to the interest segment.
You need to be able to convince your customer that they need your product.
The clearest way of doing this is by appealing to your customer’s needs,
concerns and desires.