Your Dirty Blue Widgets Web Site And AIDA
What is AIDA when it comes to writing content for your dirty blue widgets website. AIDA is an old copywriting formula used for many years in newspapers, magazines and other media to advertise and sell products to people. It is a formula that is easily adaptable to website content today.
The A in the formula stands for attention. The first thing you need to do is capture the attention of your potential customer. This is usually done by an eye-catching headline or an attention grabbing image that a person first sees on any of your webpages. Note that I said any of your web pages. If you have a large number of web pages indexed by the search engines, people can actually enter your website on any one of those pages. Will you be able to catch their attention no matter where they enter your site? If you don't, they may leave as quickly as they entered your web site and you may have lost a potential customer.
The I in the formula stands for interest. Once you have caught the attention of your visitor, you now need to capture and create their interest. With a product, here is where you can present the features and what it can do. You may even want to discuss the problems people may have like acne and how it creates some real heartache for the teenager who is visiting your site. There are so many things that are common to people everywhere such as avoiding embarrassment, avoiding pain, avoiding housework, avoiding loneliness, having a happy marriage, raising healthy children, making money, reducing weight, growing hair or any number of things you can think of. Use these to hold the attention and stir the interest of your reader.
The D in the formula stands for desire. While someone may have an interest in your dirty blue widgets, do they desire them? Do they desire them enough to part with their hard earned cash? Here is where you have to explain the benefits that the customer gains from buying your product. Will it save the money? Will it make them popular? Will it make their family safer? Will it clear up their acne before next week's prom ? It has to be something very specific as to how the benefits are vital to your reader and that they truly need your product.
The last A in the formula stands for action. Here is where you get them to do what you want them to do, what you need them to do. Do you want them to subscribe to your newsletter? Do you want them to send you their e-mail address for free information? Do you want them to take out the credit card and buy something? If you do, then you need to ASK them to do it. Don't just think they'll figure it out for themselves or do it automatically. It never hurts to simply ASK someone to do something. Of course, you have to have the right product and the right price but you'll never really know for sure until you actually ask them to part with that hard-earned cash!
Using the AIDA formula has worked for many, many years for advertising executives in the brick-and-mortar world. You can easily adapt this formula to work in the on line world of the Internet and the World Wide Web. Use the formula to capture the attention of your website visitors, to stimulate their interest, to work up their desire and to finally take action. In fact, if I've done my job, by now you should be imagining how you can use this formula to everything from increasing the size of your e-mail list to ramping up your product sales.
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