Applying the A.I.D.A. Rule On Line
by: William Dupree
The conventional marketing rule of A.I.D.A. can be very successful when applied online.
Attention, interest, desire, and action (A.I.D.A.) is a very powerful 4-step formula that can be applied to developing your web site. By getting attention, creating interest, obtaining desire, and getting a call to action, you can create a successful web site.
Attention:
In order to catch prospects attention you must first get them to visit your web site. This can be accomplished by listing your web site in directories, taking out ads in trade magazines, using banner ads, and writing articles that contain links to your web site that prospects would find helpful in solving their business problems. Your web site must hold the prospects attention at the home page long enough to see what else your site has to offer. This can be accomplished by:
Create a very strong headline, one that explains exactly what benefits your product has to offer potential prospects. How about this for someone looking to design a new showroom for their business? “How To Design A New Showroom: A basic guide to creating efficient and profitable showrooms.” In order for you to create this headline you must know exactly who your prospects are, and what they needs and desires are.
Promise to give something at a discount or for free. Giving away free information or an accessory product that can help your client will get the attention of prospects. You should also explain or demonstrate how this discounted or free service can benefit your client with the solution that they are seeking. An example of this would be “before and after” photos. You should never promise to make a promise that you can’t keep.
Give real examples of how your product or service solved a problem for clients. Provide stories on your web site of how clients used your product or service and the benefits they gained by doing so.
Interest:
Once you gain your prospects attention, you must gain their interest. You can do this by:
Communicate with your prospects in a simple way. Use short simple sentences that are very clear in meaning and easy to read. Talk to your prospects as if they were sitting next to you.
After your headline, list any additional benefits. Prospects want to know as soon as possible all the benefits and services that they will be provided with. These additional benefits that you offer should be exactly what will aid your prospects. Explain in detail, and provide examples of how these benefits will help them.
Offer a guarantee. By offering a guarantee you are sharing some of the risk. Make sure your guarantee is clear to the prospects.
Desire:
Telling your prospects that you can solve their problems and satisfy their needs is not good enough; you must prove that you can by:
(continued...)
Applying the A.I.D.A. Rule On Line
Page 2
About The Author
William Dupree is the owner of I.M.P.S. (Interactive Marketing & Promotional Solutions Inc.) (www.intmktprosol.com) a sole proprietorship marketing firm located in New York City that specializes in developing interactive marketing strategies for small businesses. Prior to founding I.M.P.S., Mr. Dupree was a senior partner at E.D.L. Marketing for twelve years. Before joining E.D.L. he worked for Diamond Marketing Group where he developed personal sales strategies, product planning, event planning, and created interactive marketing strategies for an assortment of small businesses.
Jasper103158@aol.com
|
|
