AIDA is an Old-School Writing Technique that Still Works in a Web World

I work with a few Web designers, who, from time to time, send a Web copy writing job my way. So, when those designers ask me for a few blurbs for a Web design, tips about search engine optimization, or how to write proposals that actually work, I’m always happy to oblige.

A few weeks back, when a designer friend asked me to take a look at his email pitch, I decided I would fill him in on AIDA, which is short for Attention, Interest, Desire and Action.

It’s a writing technique I learned back in the old days when I was in grad school getting my M.S. in mass communication. Over the years, I’ve called on AIDA to help me write direct mail copy, advertisements, email pitches — just about anything that involves getting people to see things my client’s way.

AIDA was created for print copy, but it works especially well for Web copy, where you need to get to the point as quickly as possible. AIDA helps you structure your message and stay on point.

Capture Attention

Today’s readers are not as literate as previous generations; they’re easily distracted; numerous media compete for their time (think video games, DVDs, social media, movies, sports and you’ve only just begun).

Nothing happens until you can cut through the noise and get readers to pay attention. The quickest way to do that is with a headline and a subhead that compels, intrigues, captures the imagination, promises solutions — whatever it takes.

Crafting headlines (including email subject lines) that really take care of business is an art unto itself, and I’ll write about that here in the not too distance future. If you can’t wait, read “Eleven ways you can write terrific headlines.”

Generate Interest

Suppose you wanted to pitch a small business owner on redesigning his Web site and you want to interest him enough to call you for more info or to set up an appointment. You decide to start with what you hope is a cleverly worded opening paragraph — one that grabs attention and doesn’t read like spam.

You could write something like: “I can save you $100 on your Web site redesign!” Hmm. $100. Doesn’t sound too bad but It’s not really compelling because it doesn’t speak directly to the reader’s interest. The sentence is about you. Not the customer.

Turn it around and look at it from the opposite perspective. Now, you decide to write something like: “Would you like your Web site to generate more revenue?” Maybe it’s: “How much more could you earn if you doubled the number of visitors to your Web site?” The second sentences are going to work harder for you because it speaks to the interest of your readers.

Create Desire

Okay, so far you’ve captured their attention and have compelled them to want to know more. Now, you need to deliver on the message that creates the desire to buy into what you’ve told them.

Obviously, if you make promises like those above, you’re going to explain just how you propose to accomplish what you’ve promised. One way to do that would be to include testimonials from satisfied clients. Another way would be to do short analysis of the business person’s Web site and make suggestions on how you could improve the look and feel of his Web site. Support your position with links to your own site or to other relevant sites.

You really don’t have to provide all the answers to those questions in your email pitch either. What you’re shooting for is a chance to get in front of your potential client, right?

Make your writing crisp and to the point. Remember, I said readers aren’t as literate as they once were and they’re easily distracted? Write in a natural conversational style. Like I’m doing now.

Call for Action

Now it’s time to close the deal helped along with a sense of urgency. You can pitch the AID part all you want, but ultimately you have to ask for them to respond. Now.

Anticipate what the prospect’s objections might be and answer them before they’re asked. Suppose you know from past experience business people think redesigning a Web site is too technically challenging.

Part of your close would be to stress just how you can streamline the process and how you’ll handle all the technical stuff. The soon-to-be customer can get started today–no fuss, no muss — if only they act now.

A call to action may be the most important part of AIDA. If you can get your prospect to read to the bottom of your email, advertisement — whatever — finish up by telling them what to do now.You can sweeten the offer by promising a discount, a free Web site analysis, a free checklist in PDF that will help them determine what changes they might make to their site. You have lots of options there.