It can be very frustrating not getting your content right the first time. To help ensure that you do not have to rework what you have posted, consider using a content preparation framework.

AIDA is a framework worth considering when preparing content which guides your audience through attention, interest, desire and action steps as follows.

  • Attention - is about quickly attracting your audience's attention via an eye-catching headline or image that asks a question, makes a statement or offers something that you know your audience will be interested in. Focus on who you are most likely to persuade. Know your audience.
  • Interest - present information that will continue to interest your "hooked" reader. Focus on key features and benefits. Deepen the connection with proof. As required use research and data to show that you understand as you build your story. Stay focused on your audience's needs and point of view. Use simple language that is easy to understand. Make it compelling.
  • Desire - persuade your potential customer that this is something that they will be personally interested in and that they do not want to miss out on. Anticipate any possible objections, tell an irresistible story and ensure that you are communicating your unique selling proposition. Tell them why. Connect emotionally.
  • Action - this is where it’s time to close the deal and ask your potential customer to do something with a strong call to action. Make it easy, emphasise the results of taking action, anticipate any post-purchase anxieties, make it no-obligation and eliminate the risk. Don't forget to ask.

In summary, when asking people to take action keep it easy, know your audience, make it compelling, connect emotionally and don't forget to ask. Remember that your audience's journey will not always be linear so it is important to take into account that they may not be ready for your call to action.

Matt Cameron

Matt Cameron

Reach out with questions or for assistance with digital marketing ideation, creating, developing, doing, coaching and planning.