Years ago when fan clubs were the rage, you could write a gushy fan letter to your favorite movie star or starlet and get an eight-by-ten autographed glossy photo by return mail.
For a buck or two, you could get an “official” fan club membership card. And as a fan club member, heck, if you were lucky, you might even get a holiday card “signed” by your matinee idol or favorite singer.
(“Look, Madge! Captain Video sent ME a birthday card!”)
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You, like all business people, have a million and one things to do today. But at the top of your priorities should be marketing… finding more customers and raking in greater profits.
If you’re looking for a simple, proven model to create sales content without spending hours hunched over the computer, try the AIDA (Attention, Interest, Desire, Action) marketing model. You’ll be amazed at how fast you can create an effective salesletter in just four steps.
1. Attention What captures a reader’s attention more than an exciting list of things that will benefit THEM? Think about the effects of starting right off with 6 of the most appealing benefits of your product or service.
A distributor might start a sales letter like this:
* “Experience the freedom of …
* “Being your own boss
* “Financial independence…”
That gets your readers’ attention, and will compel them to read on.
2. Interest Here’s where we sneak in the basic facts that might otherwise be uninteresting. The nitty-gritty details of the product features won’t hold the customer’s attention for long, so keep it short and sweet. Hey, it’s great that your swimming pools have filters, but let’s face it… there’s not a lot of excitement going on here!
3. Desire Whet their appetite, but give them some cold, hard logic to back up their purchase. Most consumers buy on impulse, then ask themselves whether it was the right choice. Don’t make them second guess. Preparing them to face the doubts with a solid logical reason they got the best deal for their buck might include:
* The advantages of purchasing from YOU.
* Testimonials from other satisfied customers.
* An unconditional money-back guarantee.
* A good deal!
4. Action Order now! Hey it says move it, but it doesn’t pack the wallop of a stronger action statement such as “Hurry! Don’t miss out on this LIMITED TIME special offer. Call now to place an order, or visit us at www…..”
Be sure to give details of how to order. Make it a part of the command… make it easy to do… and provide several options for your customers and prospects to reach you.
If you’re interested, you can find more about the A-I-D-A method of marketing right here.
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