If you run your own small business or have dabbled in marketing of any kind, you may have come across AIDA. For those who haven’t, AIDA is a marketing model that has been around for centuries and is particularly useful when it comes to creating effective campaigns.
AIDA is made up of four basic principles – Attention, Interest, Desire and Action. The idea behind it is that each of these principles should be ticked off in an orderly fashion if you want your audience to fully engage with your message. Often, AIDA is applied broadly to the likes of a long-running campaign, a business opening or a major product launch; things that require the use of a number of marketing methods over a period of time. But AIDA can also be applied to just one marketing method, namely the design of your leaflet. Here’s how:
A – Attention
Before you create your leaflet, you need to think about how it’s going to grab people’s attention. The key to this lies in the design. The best way to get the attention of your audience is to make your leaflet design as eye-catching as possible so it stands out amongst the rest. If you don’t know where to start with this, collect a handful of leaflets from around town and take some time to identify what it is that makes them appealing. Which leaflet stands out the most? What is it about the design that made you pick up that particular one? Was it simply down to your personal taste or was there something different about the design that made you sit up and take notice? It’s often beneficial to do research like this beforehand so you know what it is that makes people look again.
I – Interest
The next thing to think about is how you’re going to keep your reader interested. This is where your best copywriting skills come in! Snappy taglines and engaging content are key components in making a connection with your audience, so it’s important to establish your message and find the best way to get that across. Think about your tone of voice. Is it suited to your target audience? Does it correspond with your brand persona? Is it fresh, fun, exciting? All of this should be taken into account so that your message stays relevant. Be careful not to include too much detail – this isn’t a booklet after all! Trim the fat to keep your content short, sweet and on point. The faster the reader can absorb your message, the better. The last thing you want is for them to get bored!
D – Desire
Once you’ve stirred the interest, you need to convince your reader that what you’re offering is what they want. To do this, highlight your unique selling points and tell them exactly why your service is great. Even better, throw in an exclusive offer. The more desirable your service comes across, the more likely it is that your audience will act on that desire. Which brings us to our last point…
A – Action
The whole reason for designing a leaflet is to inspire action, whether that’s how to get in touch with you, where to sign up for your service, how much, where to buy, etc. Whatever your end-game may be, don’t forget to make it clear on your leaflet. Always include your contact details (website, phone number, yada-yada-yada) and sign off with a call-to-action such as ‘get in touch now!’
So now you’re up to scratch on your AIDA knowledge, keep it in mind next time you’re creating a leaflet. What’s great about following the AIDA model is that it covers all bases so you won’t miss any of those all-important details out of your design. Win! Let us know how you get on.