Tips for Elite Travel. As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change.
Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.
The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:
Attention (or Attract)
Interest
Desire - Decision
Action.
These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.
Use the AIDA model when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:
1. Attention/Attract
In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, "How interesting was your last holiday with us?" is more likely to grab attention than the purely factual one of, "This week's offer in the Balkan ".
2. Interest
This is one of the most challenging stages in the AIDA model: You've got the attention of a chunk of your target audience, but can you engage with them enough so that they'll want to spend their precious time understanding your message in more detail?
Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.
3. Desire
The Interest and Desire parts of the AIDA model go hand-in-hand: As you're building the reader's interest, you also need to help them understand how what you're offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants.
So, rather than simply saying "Our seminar will teach you how use your mountainbike", explain to the audience what's in it for them: "Get what you need from other mountainbikers, and save time and frustration, by learning how to make optimal use of your bike."
4. Action
As hardened consumers, we tend to be skeptical about marketing claims. It's no longer enough simply to say that your Tour to Montenegro is a bestseller. You must have proves or reviews. Finally, be very clear about what action you want your readers to take; for example, "Visit www.elitetravel-albania.com/tours now for more information" rather than just leaving people to work out what to do for themselves.