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   The AIDA Formula

I recently came across the AIDA formula. It is a fantastic little
tool for helping you write those killer classified ads and sales 
letters we all need so badly. 

Did you know that you can make your ads pull a 100% greater 
response just by changing your headline? Well that is why 
AIDA is so important.

Run the AIDA formula against all your sales literature and you 
will soon be creating winning ad copy.


A  =  Attention: Make sure your headline catches your readers 
      attention. It must excite them just by seeing it. Make sure 
      your headline either reveals or conceals a common interest. 
      Consider a concern that a large percentage of
      your target market has and use that as the theme of your headline.
      Here are a few you can use:

      1) TO PEOPLE WHO WANT TO QUIT WORK SOMEDAY 
      2) HOW TO BURN OFF BODY FAT, HOUR-BY-HOUR
      3) THE MOST EXPENSIVE MISTAKE OF YOUR LIFE

      These headlines catch attention. Feel free to use them


I  =  Interest: Interest is created by giving your potential customer 
      multiple benefits that will enhance their life. Remember, 
      customers buy on benefits not on features.


D  =  Desire: You can build desire by making your offer irresistible. 
      Include heaps of free bonuses (they can keep even if they return 
      your product) Include an iron clad, no risk guarantee. Also it is 
      important to build urgency into every offer. Order now in the next
      72 hours and you will get this free bonus.


A  =  Action. Last but most important. Your sales piece must have a 
      call to action. You must ask your customer to buy. If you have 
      captured their attention, over-whelmed them with benefits and 
      created an undeniable desire thru free bonuses and the best guarantee, 
      you must ask them to buy. You also must make it so easy for them 
      to buy ( as many payment methods as possible) that they will feel 
      left out or disappointed if they don't.  


Short and sweet. Run the AIDA formula against every piece of sales 
literature you are currently using and against every piece you create. 
It takes time in the beginning but as this concept becomes ingrained, 
you will find your self writing better and better ad copy.

Kevin Needham
Inet Exchange

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