Aida Model

950 Words4 Pages
Every day we 're bombarded with headlines like these that are designed to grab our attention. In a world full of advertising and information – delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages – every message has to work extremely hard to get noticed.

And it 's not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience 's attention.

As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains
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When it comes to the marketing copy, it 's important that you don 't forget those benefits at this stage. When you describe your offering, don 't just give the facts and features, and expect the audience to work out the benefits for themselves: Tell them the benefits clearly to create that interest and desire.

Example: "This laptop case is made of aluminum," describes a feature, and leaves the audience thinking "So what?" Persuade the audience by adding the benefits".giving a stylish look, that 's kinder to your back and shoulders".

You may want to take this further by appealing to people 's deeper drives"... giving effortless portability and a sleek appearance and that will be the envy of your friends and co-workers."

4. Conviction
As hardened consumers, we tend to be skeptical about marketing claims. It 's no longer enough simply to say that a book is a bestseller, for example, but readers will take notice if you state (accurately, of course!), that the book has been in the New York Times Bestseller List for 10 weeks, for example. So try to use hard data where it 's available. When you haven 't got the hard data, yet the product offering is sufficiently important, consider generating some data, for example, by commissioning a survey.

5. Action
Finally, be very clear about what action you want your readers to take; for example, "Visit www.mindtools.com now for more information" rather than just leaving people to work out what
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