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The
AIDA RULE
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No, I’m
not talking about Aida,
the heroine in the opera by
Verdi. AIDA
is also a set of initials that should always be in you
mind when you are in the Marketing and Web Design mode
because AIDA stands for Attention, Interest, Desire and
Action. Any
kind of advertising whether it is a Website, a flyer, a
brochure, a radio or TV spot or a newspaper ad must follow
the AIDA Rule or it will fail.
WHAT
WILL GET YOUR ATTENTION?
Let’s
take a marketing test to see what kind of headline might
stop you in your tracks. Depending on your current needs
one or more of the headlines below might capture your
attention.
- FREE
SEARCH ENGINE PLACEMENT
- QUALIFIED
LEADS GUARANTEED
- FREE
EMAIL ACCOUNT
- ETHICS
IN ADVERTISING
THE
RIGHT ANSWER
If you felt
like you would like more information about a topic,
consider that it caught your attention.
If you were very disappointed that more information
about one of the topics is not actually available on this
Newsletter, call me toll free 888-814-5347 and I’ll tell
you how to obtain any or all of the above.
However, in
general there is no right answer to the Marketing
Test—there never is.
I would suspect that more of you answered either A
or B rather than either C or D.
Was I right?
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your headline does not capture
the prospect’s
Attention there will be no Interest, Desire or
Action, so getting someone’s Attention is a pretty
important step.
However it is possible to capture someone’s
attention without every piquing either interest or
desire. The
headline, MAN BITES DOG, might catch your attention
but fail to interest you to the extent that you will
take the time to read the story or create the desire
to spend your money to buy the book.
On the other hand maybe you are interested
enough to read a short newspaper article entitled
MAN BITES DOG, but not willing to cough up the cash
to buy a full report of the story.
INTEREST
MAY OR MAY NOT
LEAD TO DESIRE
A
real estate agent may have an interest in knowing
the difference between a template and a custom
Website. Upon learning that a custom Website may actually make it
possible to get good search engine placement and to
generate really qualified leads, an agent’s
interest level might rise to the Desire level.
At the Desire level, the agent might take the
time to find out more about Web design by visiting www.sellrealestate.net.
In other words, Interest in a subject always
comes before Desire.
There can be no burning desire to browse
through your listings for someone who has no
interest whatsoever in owning real estate in your
area.
CONFUSING
INTEREST WITH DESIRE
Many
agents fail to differentiate between Interest and
Desire and consequently fill up their Websites with
items that may be of Interest but that are not
Desirable. For
example, I can’t tell you how many agents believe
that their prospects are interested in the local
weather or in school information and feel that
having that kind of information on their Website
will lead to sales.
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Marketing
and advertising specialists
concentrate so
much on getting Attention, piquing Interest,
creating Desire all so that the prospective
customer will take ACTION.
Websites that are created using the AIDA
Rule are successful in generating qualified
leads while Websites that ignore AIDA always
fail. Want to find out what an AIDA Website would fit into your
marketing plan?
It’s easy to do, just visit me online
at http://www.sellrealestate.net
/FreeWebPlan.asp and answer the questions
about your marketing.
I will get in touch with you and work out
a Web Design Plan for you following AIDA Rules.
WEBSITE
SELF EVALUATION – FIRST HURDLE
If
you are not getting the kind of ACTION you want
from your Website there are several AIDA Rules
that may have been broken when the site was
designed. To
find out the problem, you can contact me for a
FREE Website Evaluation or you can Do It
Yourself. Start
by pulling up your Website and within 15 seconds
or less, identify one or more Attention Getting
Headlines. If nothing grabs you interest in 15
seconds or less you can be darned sure there is
nothing grabbing your customers’ interests
either.
WEBSITE
SELF EVALUATION – SECOND
HURDLE
But
let’s say you found an Attention Getting
Headline. Putting yourself in your customers’
shoes as much as possible, follow that Attention
Getting Link and, spending no more than 20
additional seconds, check to see if the
information is Interesting enough to lead to a
Desire for your services or at least to inquire
about them. Remember to stick to the time
constraints here because that is all the time
prospects will generally give you.
If everything is good so far, is there an
easy way for your customers to Take Action? Is it clear what prospects should do and is it easy for them
to do it. If
all AIDA Rules have been followed but you are
getting no action, I suggest you call me for a
closer evaluation.
Call 888-814-5347.
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