AIDA: How to use it effectively

So you know what the AIDA marketing model is – it’s time to put it into action. Let’s get cracking…

AIDA marketing model for small businesses

When you’re ready to try using AIDA for your small business marketing, there are a few things you’ll want to think about in order to get the best from it. We’ve put together a downloadable template you can use each and every time you put it into action. Grab it here. In the meantime, here are Comma Chameleon’s top tips for a successful AIDA campaign…

 

Write for your ideal buyer

In order to capture the attention of your ideal client or buyer, you need to speak directly and only to them. Ask a question that will make them think about whether it’s them you are talking to. Make statements that include the job title they have, or the industry you know they work in. And use lots of words like ‘you’ and ‘your’.

This is what’s going to make your messaging more personal, and will allow you to get really specific about the problems you know they are facing and the ways in which your product can help.

Ask a question that will make them think about whether it’s them you are talking to. Make statements that include the job title they have, or the industry you know they work in

Focus on your headlines

Your headlines are going to be the first thing your prospects see. In fact, if you’re posting on Facebook or Instagram, your headline might be the only thing they see unless they hit the ‘See more…’ ellipsis. So you need to craft a headline that will grab your prospect’s attention and make them want to find out more.

Again, in order to do that you need to speak directly to them, letting them know you can solve one of the problems they are facing.

… if you’re posting on Facebook or Instagram, your headline might be the only thing they see unless they hit the ‘See more…’ ellipsis. So you need to craft a headline that will grab your prospect’s attention

For example, ’10 ways to improve your CTR in 2020’

This headline is effective in several ways. Firstly, it speaks directly to marketers who need to improve their click-through-rate. Secondly, it suggests an easy-to-implement 10-step process (and lists generally perform well). And thirdly, dating it with the year provokes a sense of urgency about clicking the link, reinforcing the belief that by implementing the steps they will be keeping pace with tech and consumer-behaviour advancements.

Style it up

There are lots of things you can do to make your post, direct mailer, email, whatever, stand out more in the first instance. As well as the content of your headline – the actual words you use – you can try various stylistic tactics to make it even more noticeable. Try bolding or underlining words, writing certain words in capitals, using emojis and strong punctuation. And of course if we’re talking about a social post to market a product, a great lifestyle image is going to capture the attention of those scrolling through their feeds. Just keep in mind the A of AIDA, which is all about brand awareness, and make sure any stylistic choices are in keeping with the overall look, feel and tone of your brand.

As well as the content of your headline – the actual words you use – you can try various stylistic tactics to make it even more noticeable. Try bolding or underlining words, writing certain words in capitals, using emojis..

Hammer home the benefits

So you’ve captured your ideal client’s attention. They’ve read what you’ve got to say. And they’re tempted to take the action you want them to. At this point in the game, it’s worth thinking about and acknowledging the many reasons your prospective buyer might have for not buying right away. So you’ll have a limited-time offer or discount to help create a sense of urgency, yes? But what if they’re still not sure? You need to get specific about what’s holding them back, and reassure them that buying your product or service is the best decision they could make.

At this point in the game, it’s worth thinking about and acknowledging the many reasons your prospective buyer might have for not buying right away

If you’re selling yoga classes to men, and you know they are reluctant to begin with but end up loving it, use that. Include a quote from a previous client who felt that exact same way. Name-check the reluctance and then mention the many benefits that make it worth trying. The more directly you can speak to your prospects, the more your marketing will resonate with them.

Make the action easy

Nailing your call-to-action is important, but so is having the right action in the first place. If you’re offering money off a service, don’t have the action be signing up to your email newsletter – chances are that people will be reluctant to do that. Nobody wants to feel like they’ve been ‘had’ or misled in some way.

If they’re tempted by the offer of a reduced-rate service, make it so the action is calling or emailing you to book the service. If you’re launching a new product and you want people to buy it, have the CTA be just that – take your prospect to the ‘Buy it now’ page, where the item is in their basket and they just have to pay.

If you’re offering money off a service, don’t have the action be signing up to your email newsletter – chances are that people will be reluctant to do that

Again, the easier, quicker and more painless you can make it, the more likely it is that people will take the action you want them to.

Try it out

So there you have the beginnings of a great AIDA marketing campaign. Have fun with it. Test a few different options – try different headlines with different imagery or body copy – and see which one performs best. Then you’ll be able to identify what works best for your ideal buyer, and your marketing will be on point every time. Grab your free template here.

Of course, you could just leave it to the pros. Here at Comma Chameleon, we have decades of experience creating content that engages – so whether you need a blog post, a direct mailer, a brochure or a social post, just drop us a line and we’ll get you the copy that will win you the eyeballs. Email us today.

Happy marketing!

The Comma Chameleon team