**Note**
Originally published in Sept. 1997, The A.I.D.A formula
has been used successfully by many online marketers. It
is revised and re-published here your enjoyment.
 

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. Think of some that will
catch the attention of your target audience.

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. For 
example: "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 through 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. 

Kevin Needham,
------------------------------------------------------
Kevin Needham kevin@inetexchange.com
Publisher of Active Internet Marketing.
http://www.inetexchange.com/inet-mailer.htm
Business Intelligence for Successful On-line Marketers
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