Many of the most successful advertisements and web pages follow the AIDA formula:
1. Get ATTENTION
2. Generate INTEREST
3. Create DESIRE
4. Call for ACTION
The problem is that most ads just aim to get attention by using bold or unusual graphic gimmicks. Look through any magazine or newspaper and you’ll see what I mean. Most web sites fall into this same trap too with flashing, slow-loading, supposedly clever graphics. It is a bit like walking up to a customer and grabbing them by both shoulders, staring them in the face, and shaking them.
You may get their attention but will they buy? You see, getting their attention is only part of the job.
Now, listen closely because I have a more effective way of getting attention …the right kind of attention that will generate interest in what you have to sell.
The secret is:
Make your ad look like a news story!
Don’t make it look like an ad. Don’t use fancy graphics, reverse type, weird typefaces . . . or anything else that might win an award for graphic design!
Think about what could be the best possible piece of luck you could have. Think about the reporter who heard a rumor about your product or service and decided to check it out. And then he or she fell in love with it. In fact they loved it so much, they went back to their computer and wrote a full-page rave article about what you are selling.
Wouldn’t that be great? But it’s unlikely to happen just like that, So . . .
You be that reporter! You write the ‘rave’ article just like a reporter would.
And at the end of the article, you perform a ‘public service’ for your readers by telling them where and how to order. Having done all this, please don’t waste it all by having your ‘article’ typeset to look like an ad. No! No!
It should be laid out to look like the article it is. You know, ad agencies just love to quote studies that prove how much people love to read advertising.
Rubbish! Rubbish! Rubbish!
Editorial material (or advertising that appears to be editorial) gets 500% more readership than material that is obviously advertising. If you don’t believe me, just flick through the pages of your newspaper and take notice of where you eyes are drawn. I’ll wager that it’s not to the ads.
Noel Peebles, Market Leaders Limited.
Noel Peebles, Market Leaders Limited. Get Your 100% FREE mini-course “17 Powerful Secrets That Have Made Business Owners Into Millionaires.” 100% FREE! Simply send a blank email to instantsellbusiness@ReportsNetwork.com
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