Aida model how to#
Aida model plus#
Aida model free#

Too many marketers compete for the attention of every single person, so establishing context is necessary to stand out from the crowd. Answer the audience’s implicit question, “Who are you, and why are you talking to me?” The very first thing you need to do, before trying to get attention or anything else, is establish context. Ready to dive in? Let’s get started with the first item.

Aida model plus#

Here, then, is the 6 + 1 model, with six steps plus one extra thing you’ve got to cover along the way. And in this case, it involves information that AIDA lacks but that is needed in order to write effective copy (unless you’re one of those people to whom it comes as naturally as speaking). This model is a little more complex, which is a good thing.Ĭomplexity is important - critical, even.

But a piece of the puzzle is still missing: context.ĪIDA doesn’t give you all of the ingredients that combine to result in action - which is what you ultimately want! A Better Model: 6 + 1 The trouble with AIDA is that it implies that attention leads to interest, which then leads to desire, which in turn leads to action. Without it, action likely won’t result, even if you call for it. The missing element in this campaign was context: who are they, why are they contacting me, and why should I trust them?Ĭontext is a critical component of effective messaging. Well, the message called for action (“Respond YES if interested”), but it didn’t lead to action. If I’m broke and need cash, then I’d definitely want an advance. Let’s say that I am, in fact, coming up short between pay days: the message would have my interest.

After all, text messaging is an interruptive medium you’re bound to get attention that way. Let’s see how this piece of marketing stacks up on the AIDA scale: I was unimpressed before this sealed the deal! But no one answered the call went to a voicemail box that was full. I called the number to tell them that I don’t appreciate unsolicited spam marketing. Now, obviously, I didn’t text back the anonymous sender with a “Yes.” I didn’t text them back with a “No” either. It read: Coming up short between pay-days? You can solve the problem NOW with a $300–$1000 INSTANT–Advance! Respond YES if interested, NO–to–STOP I recently received a text message from a number I didn’t recognize. (Image source: alt1040) Text-Message Loan Sharking? The best way to learn is by example, so let’s look at a promotional failure and see how it conforms to AIDA but still doesn’t work. Designing The Words: Why Copy Is A Design Issue.

Aida model free#

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Aida model how to#

If your writing isn’t doing these things, however, then I don’t think AIDA will help you very much, because it doesn’t do enough to explain how to do any of these things. If your writing can get attention, grab interest, create desire and prompt action, then you’re doing a lot of things right. Not because it isn’t accurate, and not because it doesn’t work. It’s the classic copywriting formula, studied and used by almost every copywriter on the planet. If your writing can get attention, grab interest, create desire and prompt action, then you’re doing a lot of things right.ĪIDA.