Copy Top Tips!

An introduction on how best to use the AIDA marketing model 

Each and every day, in all walks of life we get bombarded with headlines that are specifically designed to grab our attention. And this, quite simply is because we now live in a world that’s jam packed full of advertising and information. These headlines are delivered through a multitude of medias - print, websites, social media, billboards, pop ups, radio, TV and each and every message has to work blimmin’ hard just to be noticed!

Furthermore, as advertising becomes more and more competitive it evolves too, becoming increasingly shrewd, resourceful and sophisticated. But because human nature doesn’t really change the basic principles behind advertising copy remain. 

Attract attention and call people to action. 

AIDA is a tried and tested model proven to enhance engagement highlighting the process a consumer goes through when making a purchase.

The abbreviation stands for Attention, Interest, Desire and Action. 

The stages involved in the AIDA model are:

Attention: Typically you get less than 3 seconds to catch someone's attention if they’re browsing so you need something that stands out and grasps their attention. It could be your wording, imagery, anything that catches the eye to gain that initial interest. 

Interest: Brilliant! You’ve got their attention, now what?! Keeping your audience interested, especially if they’re skim reading over actually researching something that they’re after can be tricky. Here is also where you build your brand identity and make the customer aware of you. Copy here is key, particularly its simplicity and layout. Key facts, figures, bullet points, subheadings etc, when structured well makes your message distinctive. Interactive advertising is becoming increasingly popular in this regard too - virtual simulations and AI tools can show what you might look like in certain clothing for example.

Desire: Now here’s the best bit! Interest builds desire! Now it’s time to encourage your reader to REALLY WANT your product, make it compelling, irresistible even! But how? Well, quite simply (although it’s not!) it’s time to evoke emotion. You need to look at why they need it, how it will make life better, easier, more fulfilling to them. Highlight the benefits of your product, its value, how it solves a problem or fills something in life that’s needed and missing! 

Action: Your CTA - Call To Action - subscribe, download, click here, buy now! It’s the whole object of the exercise! You can encourage that action further by creating a sense of urgency within your closing copy with words like “Act Now!” or “Limited time only!” But the ultimate goal of all the above is being able to motivate your reader to answer your CTA.

So, now that you know, keep an eye out - see if you can spot AIDA at work!