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Copywriting Tips - Is AIDA Dead by Richard Phillips
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Copywriting Tips - Is AIDA Dead |
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Education
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I love reading Paul Myers' newsletter. Today, as I am writing this, he brought up a fascinating topic about AIDI being dead. And no, I am not talking about the opera or the Broadway musical. I am talking about the age old copywriting acronym Attention, Interest, Desire and Action. It's supposed to be the sure way of getting your prospect's attention. So his email suggesting that it's dead certainly came as a surprise to me. However, it did make me reflect on his points, which were all valid. His main assertion is that people are just getting immune to being bombarded for their attention. For that matter, there are so many things in this world that are screaming for our attention, how can we possibly pay attention to all of them? I know I can't. I see tons of ads each day that almost catch my eye, but in the grand scheme of things, I just don't have the time to check them all out. I have too much to do just running my own business. It has nothing to do with whether I need the product or not. I just don't have the time to see IF I need it or not. Paul brings up an interesting solution to this problem. He compares it to going to the supermarket, standing in line and seeing that display of gum and candy sitting there in front of you. It doesn't scream out. It doesn't sandblast you for your attention. It just sits there, knowing that IF you're hungry, you'll reach for one of those snacks. No sales pitch was needed. You bought it simply because you wanted it at the time. As a fellow copywriter, do I agree with this? I'm honestly not sure. I've been writing AIDI based copy all my life and it's been working well enough for me. Of course some of my copy is a little off base in other ways. For example, I'm not afraid to tell people that they're going to have to work for something unlike a lot of these get rich quick schemes. But for the most part, I pretty much stick to AIDI, which by the way Paul seems to be moving more towards what he calls ADD, which stands for Attention, Distinction, Decision, where basically after you get their attention, you have to distinguish yourself from everybody else, or make yourself unique so that people want what YOU have to sell and not get it from somebody else. There may only be subtle differences between the two models at best or massive differences at worst. Kind of depends on how you look at it. I certainly do plan to test it out. But don't be surprised if I decide to stick with our opera based heroine. To YOUR Success dissertation service
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