So tell me quick and tell me true, or else, my love, to hell with you!
Less – How this product came to be.
More – What the damn thing does for me!
So ends a poem on advertising by Victor Schwab titled “Tell Me Quick and Tell Me True”.
Poor language aside, these lines sum up some good advice on marketing and advertising copy. Providing more information does not guarantee that the recipient will get your message. Sometimes using fewer words has a greater impact. Keeping your words lean makes them clearer and more memorable.
One model widely used in marketing and advertising can help you be more direct and clear in your marketing communication. The model covers the four steps consumers move through in making a purchase decision. The model is:
AIDA: Attention, Interest, Desire, and Action.
AIDA represents the four areas your marketing messages need to cover to move a customer to action. Here is a breakdown of the process:
- Attention: Grab potential reader’s attention by using words that are important to them.
- Interest: After you have their attention, then you want to build their curiosity. The goal is to keep them engaged to move them to the next step.
- Desire: Tell your potential readers what is in it for them. Whet their appetite so that you fan desire to read your book. Convince them they want to read your book.
- Action: Finish with a call to action. Tell the interested reader what to do next—buy the book, read the first chapter free, etc.
Any marketing graphic you create about your book for your website, social media, catalog, magazine, etc., should contain all four of these elements. Consider this Coca-Cola ad.
The picture of a young happy couple grabs your attention. The term happiness grows your interest. Then #openhappiness grows desire. The idea that you might be able to actually drink a bottle of coke and feel happy creates a strong desire. An explicit call to action is missing in this advertisement, but it definitely is implied: “Buy Coke, drink it, and you will feel happy.”
You can easily implement AIDA in your marketing materials starting with your book cover. Make sure that your book’s cover (your #one marketing tool) draws people’s attention and creates interest and desire.
Photo courtesy of Bruce Mars.
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