AIDA is an advertising formula from way back, and as Tom Chandler pointed out recently, it’s the copywriter’s best friend.
But what about bloggers?
While some traditional marketers dismiss the AIDA formula as antiquated, I’d say it’s an ideal way of structuring a blog post when you want the reader to take some form of action.
Let’s take a look at each element from a blogging perspective:
What’s the beneficial promise your post title has made to the reader? Is it compelling, or easily dismissible? Is it there at all?
Remember, it’s quicker and easier for a prospective reader to pass you by than to focus on your writing. And people love quick and easy.
Keep the momentum going with your opening, and deliver on the promise you made to catch their attention, or they’ll not only leave, they may never come back.
In blogging, creating desire all depends on your goal for the post. Is it to drive the reader to a sales landing page? Subscribe to your blog? Call you? Comment?
Tell a story that causes something to stir within the reader. Make them want to take…
Creating a desire for action is not enough. You’ve got to expressly ask or tell the reader what to do next, and also make the call to action as compelling as possible, in order to achieve optimal response.
Don’t Forget That Tricky Engagement.
In the post I cited above, Tom adds the perfect blogging element to the traditional AIDA formula:
I’d suggest it’s time to tack an “E” onto AIDA. What’s the E? Engagement.
You work hard to sell a widget. Why not leverage that work to sell a lifetime of widgets? The mechanism would vary. Perhaps your call to action (or the fulfillment) includes a visit to your client’s blog.
I understand completely where Tom is coming from here, and yet I think that the new paradigm for online marketing requires some level of engagement first. The frame through which anyone views an offer or call to action will depend in many cases on the level of existing engagement that person already has with you.
It’s a low trust marketing world. The promise of big profits through great blogging is all about putting the relationship before the sale.
And as with all relationships, the only thing tougher than getting one started is keeping it going for the long haul. But ultimately that’s where all the value is.