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AIDA - Strategy For A Strong Letter
That Sells
A promotion has the best impact when you start with a
four-part strategy referred to as AIDA by marketers. Do
your promotions carry the impact you crave? The first step
in planning a great campaign is to consider how AIDA fits
into it; otherwise, you'll fall short every time. AIDA is
an approach that works like a guarantee. With AIDA, you can
bank on your campaign to motivate your audience and increase
your bottom line.
The acronym AIDA stands for Attention, Interest, Desire and
Action. The more comfortable you become using this strategy
the easier it becomes for you to write so that your audience
becomes a captive audience.
All sales letters in a campaign should first begin with a
strong devotion to AIDA. Your results will climb much
higher and your audience will respond favorably when you use
every part of AIDA.
A campaign should be broken into steps that fit your
prospect's buying behavior according to marketers. This
ensures the best results. For instance, would you expect a
prospect to purchase a vacation home upon the first time
that you meet that prospect? Not likely, as every sale has
a starting point and progress through several levels before
a sale is made. Also, would you come up to a new customer
and say, "Hi! Let's fill out the paperwork for that new
luxurious boat right now!"? Odds are that customer caught
whiplash from turning away and running full speed out of the
store.
In a sales letter, you have only a few seconds to capture
the reader's attention. Attention-grabbers are the best way
to draw a positive response. Below are attention-grabbers
that work in a letter:
- Promise something.
- Share a mutual goal.
- Ask an important question.
- Give a great deal.
The next approach in a sales letter is to share highly
pertinent information that you know will directly interest
the reader. For example if your attention grabber is a
deal, then inform the reader as to why this deal is
important to her. Include details or descriptions. Also,
offer a solution or promise that can get rid of a problem.
You can also explain why not addressing a problem will
result in undesirable consequences. Two interest grabbers
that many readers want resolved before the conclusion of a
letter involves fear and greed.
The next natural step in a good sales letter is to evoke a
desire. Upon reading why his attention to something that
interests him makes sense, the reader is often left feeling
a desire to do something on his part. This is an ideal time
to slide into action.
The sales letter should clearly mention what action you
would like the reader to perform. Performing an action does
not necessary involve purchasing. The reader may not be
ready for that level of response until later. Some types of
responses are:
- Signing up for a short course.
- Planning a person-to-person appointment.
- Asking for a quote.
- Getting a free report.
- Requesting specifications.
A sales letter is mainly getting your foot in the door. So,
treat an AIDA letter as a first step in a campaign. The
closing of a sale may take up to seven contacts. So, why
not let your first contact make the best impression and move
the reader to respond.
Copyright 2005 Riki Trafford. All rights reserved.
Riki Trafford is the webmaster of Direct MO Marketing Inc
which offers low cost keyword-targetted web traffic.
For more information visit his web site:
http://www.1dmom.com/
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