Part 1: Foundational Knowledge
Objective: Understand the basics of the AIDA model: Attention, Interest, Desire, Action.
Challenge: In my own words write a summary (2-3 sentences each) of what each component of AIDA stands for.
The research I did:
Citations
My summary:
Attention is meant to stop a consumer in their tracks. To get them to stop scroll and read what you are putting out into the world.
Interest is getting them in a curiosity loop enough to keep their attention. Give them something that they can relate to or want to know more about enough to draw them in.
Desire is showing them what they want. Whether it is something they don't have or could get that could be beneficial in the realms of Health, Wealth, and Relationships.
Action is showing them the next step of how to take the 1st step in moving towards their goal
AIDA is essentially a hunting framework for consumers.
We see them in their natural habitat and relate to the realm they are in. We stop their consumption with something that piques their attention.
We then give a small taste of something they could potentially benefit from or protect them from harm.
As they continue down the path, we have created for them we give them small doses of more information that gives them the upper hand on the situation that relates directly to them. We then provide a door that they need to access to take the first step.
We hand them the key and say, Open the door to take your first step.
Part 2: Real-World Examples of AIDA
Objective: Identify examples of AIDA in existing marketing material.
Challenge: Pick one ad or piece of content and break down its AIDA components in a short paragraph.
“In 1666, one of the most influential scientists in history was strolling through a garden when he was struck with a flash of creative brilliance that would change the world.”
This is his first sentence. My initial thoughts:
Who is the most influential scientist?
How did he get creative brilliance?
What changed the world?
He has clearly got my attention.
“Newton isn’t the only one to wrestle with a great idea for years. Creative thinking is a process for all of us. In this article, I’ll share the science of creative thinking, discuss which conditions drive creativity and which ones hinder it, and offer practical tips for becoming more creative.”
He explains Issac Newton's process of discovering Gravity and how he was working on it for 20 years. Not just 1 moment in time. He closes with the statement above. My initial thoughts:
I struggle with great ideas too. I do alot of Creative Thinking.
He’s going to show me how to create conditions of creativity?!
He’s going to show me how to become more creative!
He has piqued my interest in learning how this can help my own creative process.
(Condensed Version) “Assuming that you are willing to do the hard work of facing your inner fears and working through failure, here are a few practical strategies for becoming more creative. Constrain Yourself, Write More, Broaden Your Knowledge, Sleep Longer, Enjoy Sunshine and Nature, Embrace Positive Thinking, Ship It.”
James dives into studies that support creativity is a skill that can be improved, how you can improve it, and then strategies with explanations on how to become more creative. My initial thoughts:
If science backs it up then this has to be legit right?
I need to improve my skills and this is a pretty important skill
I probably need some actionable advice I can take from this, oh look, there it is!
I wanted (DESIRE) to know how I could be more creative and now I do, this was great!
“The ideas in this article offer a variety approaches on how to be more creative. If you’re looking for additional practical strategies on how to improve your creativity habits, then read my free guide called Mastering Creativity. Thanks for reading. You can get more actionable ideas in my popular email newsletter. Each week, I share 3 short ideas from me, 2 quotes from others, and 1 question to think about. Over 3,000,000 people subscribe. Enter your email now and join us.“
He then points to another article to continue the search for more information and then recreates an AIDA framework in his newsletter CTA. My initial thoughts:
I need more information on this because this was alot of value, im going to read the next article.
This structure makes sense and can benefit me, I probably need to sign up for this newsletter.
3 Million people already subscribed? I’m missing something because all these people subscribed, I should too.
This was a valuable read, and he has even more information on this. Definitely signing up. (ACTION)
Part 3: Deep Dive into Each Component of AIDA
Objective: Gain an in-depth understanding of each AIDA element.
Challenge: Read about each AIDA element. Focus on different techniques used to achieve each step:
Attention: Write a headline for a fictional product.
Interest: Draft a paragraph that would build interest in the product.
Desire: Develop a few sentences that create a desire for the product.
Action: Propose a clear call-to-action for this product.
Research
Headlines:
Make a Promise and Be Specific
Use Power Trigrams
Use Numbers
Ask a Question
Put impact words at the front
Avg 10-20 words
Put the keyword first
Description:
Write with your ideal buyer in mind
Avoid obvious statements
Be careful with superlatives
Appeal to your buyer's senses
Tell your brand story
Provide social proof
Optimize for readability
My Fictional Product: Energy Management Software aka “ENERGIZE”
Headline: Want to Maximize Productivity? Let ENERGIZE turn you into a Powerhouse in 1 Month!
Paragraph + Desire: Are those hard-working days starting to catch up to you and affect your sleep? Burnout is the #1 cause of unhappiness in today's society. With job effectiveness being the #1 aspect managers look at for raises you need to be at the top of your game at all times. Using ENERGIZE can reduce stress and improve your time management to create consistent success every day of the week.
If you can tell you’re exhausted, your colleagues can tell as well. Don’t be the one who everyone tells to get better sleep and take a break.
Call to Action: If you want to recalibrate your energy output and become a consistent top performer then take the first step by applying the ENERGIZE system to your life. BUY NOW!
My Thoughts: I am appalled at how long this took me to create and how terrible of a job I feel I did with this. I am laughing at this at my desk. But hey I did it and I am learning so let’s push onward to a LEGIT EXAMPLE on Linkedin.
Part 4: Integration and Application into My Brand
Objective: Apply AIDA to create a compelling piece of copywriting.
Challenge: Write a piece of copy on LinkedIn incorporating all AIDA elements.
Most won’t ever apply themselves to learning a difficult skill that could change their lives.
Most see the self-starters like Ali Abdaal who make Millions of dollars a year off of Self-Improvement content as, “Not something I can do.”
The startling fact is anyone can do that and right now is the best time to startWe are in the most primed economy ever to create a digital brand.
There will not be another time in history when you could start producing content and make money off of your interests and skills.
I am here to pave the path and tell you that, You CAN create something from nothing and all it takes is 1 step forward.
To master AIDA you must write. I will be writing 1000 words a day for the foreseeable future.
Thanks for Reading! You can get more detailed analysis and actionable steps in my newsletter. Each week I share 1 aspect I’m working on, all my research, and my results from applying it. Enter your email now and grow with us.
PS: How’d I do using AIDA here? See you in the next post! :)