AIDA stands for attention, interest, desire, arid action. A sales letter performing these functions is able to create desired results and effects.
GUIDELINES FOR ACCOMPLISHING AIDA FUNCTIONS
Attention:
The first paragraph of the letter should be attention - catching. To achieve it the following approaches may be applied.
(i) Opening with Story or Event
(ii) Some Beautiful Quotation or Anecdote
(iii) Status Appeal Opening
(iv) Significant and Concrete Facts
(v) Question opening
(vi) Mentioning Prizes
Caution:
Avoid misleading gimmicks, grotesque claims, and overblown language, vulgarity, and puffing.
Interest:
Interest for the product may be stimulated in the second paragraph. To tempt the prospect you should:
(i) Tell him of the benefits he will derive from the product. Also convince him that money spent on the product will be less than the satisfaction derived from it, and
(ii) Explain the reasons why they should buy.
Furthermore, for expensive articles you can excite dealers and manufacturers by
explaining:
(a) How and why your product will earn them a profit,
(b) How and why the product will make their lob easy, and
(c) How and why the product will make their job mare efficient.
For final customers and consumers you should emphasize functions, economy, characteristics, service, and emotional appeals. You should apply rational appeals to dealers and rational and emotional appeals to final consumers.
Desire, Conviction:
Stimulate desire in the third paragraph. You may use one or more of the following conviction approaches:
(i) Free Trial Offer AIDA
(ii) Money Back Guarantee
(iii) Performance Tests
(iv) Samples Free of Cost
(v) Guarantee
(vi) Price Information AIDA
(vii) Evidences (Names of Satisfied Customers)
The last paragraph should motivate the reader to come in action. You may accomplish it by:
(i) Offering Gifts
(ii) Setting a Deadline
(iii) Limiting the Offer
(iv) Offering Competition and Prizes
(v) Making a Moral Plea
(vi) Accepting Payment by Check or Credit Card
(vii) Enclosing Postage-Free Mail Card
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