This is a guest post by Jani Seneviratne.
Are you tired of your copy being ignored by prospects? Are you searching for a proven way to create copy that is well optimized for sales? AIDA, ROI and KISS were first coined by advertisers and an engineer but have since been applied to the online marketing industry. Some copywriters have adapted the formulas to suit their own personal tastes whilst some argue that these formulas are outdated and have disregarded them all together. Despite the debate, AIDA, ROI and KISS provide copywriters with valuable checklists, all of which ensure your copy is well written for maximum consumer engagement and ultimately, conversion.
AIDA is an acronym that describes what happens when a consumer engages with an advertisement. Let’s look at how you can incorporate each event into your marketing and advertising plan.
The first step is to demand and attract attention. It is also the most difficult step of them all. Research indicates that consumers are exposed to countless commercial messages during their lifetime. The challenge then becomes to convert passive consumers into active ones. Don’t allow your copy to simply wash over them. Your copy needs to cut through the clutter with a strong heading.
Figure 1 KISSmetrics Homepage â€“ Attention (Heading)
The heading needs to stop the consumer dead in their tracks. If you’re reading this, I’ve succeeded. Keep in mind that people have an extremely short attention span. If you haven’t captured their attention within the first 3-5 seconds, you’ve probably lost them, and online, they have likely moved on to the next site or the next search. One way to immediately capture their attention is to offer them a promise or a benefit in the heading. What’s in it for the consumer? Also try to use emotive words as shown in the image above.