Note that AIDA applies whether you are writing a prospecting script, doing a presentation call, developing a website or closing. If you following these marketing strategies throughout your marketing campaign you will see greater results.
1. Attention – In today’s busy world you usually don’t have a lot of time to grab a prospect’s attention. Promise them something big that they may actually have a hard time believing. Remember though you actually have to be able to back up whatever you say. For example you could say, “If I could show you how to save money on travel or even get paid to travel would that be worth 30 minutes of your time?”
2. Interest - Once you actually have their attention you need to keep their interest. At this point you need to give them information about your product or service and show them how they can get value or benefit from what you have to offer. Keep in mind you do not want to focus on the hype of your company or how they can make big money. Always lead with a product or service and only discuss the opportunity at the back end of the marketing process.
3. Decision – If they are on your web-site have you given them enough information for them to make a decision as to whether they want to get more information from you or not. If you are prospecting on the phone and want them to make a decision to go to your presentation call have one paragraph that sums up the value of going to that presentation call. If you are in the stage of closing have you given the prospect enough information and then help them make a yes or no decision. If you are on the phone with them you will be in a better position to overcome their fears, concerns, objections and get them to join your business. Keep in mind at this point you are sorting & not everyone is right for your business, you may want to move on if you think you will hurt the prospect rather than help them.
4. Action – If our prospect has decided to go further with you, you will then give them the action necessary for them to follow you. If you are prospecting you should be sending them to a presentation call. On a website you are going to want to have a spot at the bottom of the page that they can leave their name, phone number & e-mail address if they decide they want to get further information from you. If you are in the closing stage make sure you ask them for their credit card. Ex. “Would you like to use Visa or MasterCard?” If you do not want to be that direct then just say “How would you like your name on the application form? Do you want to use a middle initial or just first and last name?” If you do not ask for them to take action chances are they won’t. People are looking for leadership and will follow others that guide them every step of the way.
Using the marketing strategies of AIDA will substantially increase your results in your business. Remember it does not matter what product, service or company you are with, learning the “art & science” of marketing will bring you success.