AIDA – Strategy For A Strong Letter That Sells

A promotion has the best impact when you start with a four-part strategy referred to as AIDA by marketers. Do your promotions carry the impact you crave? The first step in planning a great campaign is to consider how AIDA fits into it; otherwise, you’ll fall short every time. AIDA is an approach that works like a guarantee. With AIDA, you can bank on your campaign to motivate your audience and increase your bottom line.

The acronym AIDA stands for Attention, Interest, Desire and Action. The more comfortable you become using this strategy the easier it becomes for you to write so that your audience becomes a captive audience.

All sales letters in a campaign should first begin with a strong devotion to AIDA. Your results will climb much higher and your audience will respond favorably when you use every part of AIDA.

A campaign should be broken into steps that fit your prospect’s buying behavior according to marketers. This ensures the best results. For instance, would you expect a prospect to purchase a vacation home upon the first time that you meet that prospect? Not likely, as every sale has a starting point and progress through several levels before a sale is made. Also, would you come up to a new customer and say, “Hi! Let’s fill out the paperwork for that new luxurious boat right now!”? Odds are that customer caught whiplash from turning away and running full speed out of the store.

In a sales letter, you have only a few seconds to capture the reader’s attention. Attention-grabbers are the best way to draw a positive response. Below are attention-grabbers that work in a letter:

  • Mention a mutual goal.
  • Make a promise.
  • Pose an important question.
  • State a fantastic deal.

The next approach in a sales letter is to share highly pertinent information that you know will directly interest the reader. For example if your attention grabber is a deal, then inform the reader as to why this deal is important to her. Include details or descriptions. Also, offer a solution or promise that can get rid of a problem. You can also explain why not addressing a problem will result in undesirable consequences. Two interest grabbers that many readers want resolved before the conclusion of a letter involves fear and greed.

AIDA sales letters also evoke a desire in the reader. Upon reading about something that interests the reader, many readers are left with a desire or feeling to follow through on an action. At this point in a letter, a reader can easily transition into a call to action.

The action portion of a sales letter involves letting the reader know what he can do to obtain what piques his interest. This is where you can ask the reader to respond. A response doesn’t always entail a purchase – not yet at least. Some responses involve:

  • Signing up for a short course.
  • Planning a person-to-person appointment.
  • Asking for a quote.
  • Getting a free report.
  • Requesting specifications.

A sales letter is mainly getting your foot in the door. So, treat an AIDA letter as a first step in a campaign. The closing of a sale may take up to seven contacts. So, why not let your first contact make the best impression and move the reader to respond.

Copyright 2005 Riki Trafford. All rights reserved.
Riki Trafford shows you how easy it is for you to findlow cost, keyword-targeted, pre-qualified web-site visitors for your business. For more information,visit


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