Content writing isn’t about using big words to impress. It’s about using simple words in an impressive way.
Sierra Bailey
CONTENT WRITING USING THE AIDA METHOD
In order to understand content writing, we will define how to use the AIDA method. That said, this method has been used as a marketing principle since many decades. For marketers, it’s quite easy to understand but not always simple to put into practice.
When it comes to writing content, one can use the AIDA method to structure and create impressive posts. Hence, this approach can be applied to many circonstances such as web pages, blog posts, social media post, popops or even video scripts.
>Here are a few tips that are helpful to write high converting content.
A = AWARENESS
I = INTEREST
D = DESIRE
A = ACTION
EXPLANING THE AIDA METHOD
Now, let’s dive into the meaning of each letter.
The letter “A” (attention or awareness) is about using techniques that captivate your customers or prospects attention. For instance, you can use impactful headlines that awakens curiosity or display a disturbing image that leads to questioning. Thus, you can play with ideas how to catch an online users attention. Moreover, reading some content that is already posted on the web, can help you start to develop a critical mindset.
Secondly, the letter “I” (interest) is the power to awaken the readers interest by finding wordings or images they can relate to. For example, would a 40 years product anniversary billboard catch your interest? Or would you rather be seduced by receiving a personal invitation to discover one of the many advantages of the product?
Third, the letter “D” (desire) are techniques used to create a desire to lead your reader to the final “action”. For instance, enhancing the product advantages with a list of benefit-rich elements to awaken the purchase desire.
Finally, the letter “A” (action) includes tactics to help your prospects or readers decide to take action. For instance, inserting a “call-to-action” button to redirect on the product or service payment web page. Moreover, it could also be a number to call or a video to watch with further actions to take.
Finally, we would like to add the letter “S” to the end of this acronym. The “S” stands for satisfaction. For instance, as a blogger or website owner, you want your readers to visit more than occasionally but also refer your business page.
THE “NORDSTORM” BRAND VIDEO ANALYSED WITH THE AIDA METHOD
Let’s take an example of how it can be used in a video script. NORDSTROM is an online fashion company. The message here is very strong and even if you do not know the brand, you will feel connected. And here is why…
A = The Brand starts with diving us into the journey of a theatrical composer who is encouraging her pupils acting performances buy saying “I wanna have a human experience” or “who are you in this scupture” ?
I = Then comes a catching sentence – “find yourself” – which awakes our interest because we are all trying to find our place in this world. Hence, you might start to think out loud “isn’t humanity at the image of a great sculpture ?” and if so, aren’t we all part of the changes that are unfolding before our eyes ?
D = The desire comes with the successive and encouraging words such as “connect to each other”, “take your spot”, “embody your power” and “think of who you are in the sculpture”. Hence, we are invited to question ourselves and take actions in order to find our reason of being.
A = A brand campaign aims for users to share the video, replay the content and be curious about the brand and products. Hence, the aim here is to encourage users to generating an online search for the brand’s website. In this campaign, the ending sentence is “An open mind is the best look” (referring to all fashion products that NORDSTROM is selling online).
Write so that people can hear it and it slides through the brain and goes straight to the heart
Maya Angelou
