Small Business Online

What comes in your mind when you hear Aida? If you are thinking about the famous opera, for sure you are well cultured, but a staple of direct marketing is missing in you. Though, if you know that AIDA is what an accomplished direct marketer uses when he writes his copy, then you are a successful entrepreneur. AIDA is a four step process-Attention. Interest. Desire. Action. Now the question arises how to use it in your copy? It’s very simple, and you may already be using it.

However, if you know that AIDA is really an acronym for the sure-fire formula every successful direct marketer uses when he writes his copy, then you are an accomplished entrepreneur. So what exactly does AIDA stands for? Attention. Interest. Desire. Action. And how do you put this to use in your copy. Actually, it’s far easier than you might imagine. And you may even be doing this already.

Before I tell you how each of these ingredients blend together to make a potent advertising piece, why don’t you get your latest postcard mailing out. In this way you can review it to see how close you’ve come to following this formula.

First, any direct-mail campaign worth its salt immediately generates interest. And by immediately, I mean within 30 to 45 seconds of a person looking at your ad. If you haven’t done this in that very short period of time, you’ve lost the sale.

For any direct marketing campaign, headline holds the most important position. It has been said so many times that it sounds commonplace, but it’s said so many times, because it’s a fact. Give your time and effort to create a headline, which instantly draws attention of your audience. Believe me, it will pay off.

Once you reach the first step that is attention, you must hold their “Interest” in it, the “I” of AIDA I mentioned previously. To climb the second step, you need to be persuasive and have eye catching sub heads. If you are not confident about which words to use, you may check out your competitors’ postcards.

Give attention to what they are trying to convey? What do you feel by reading it? Like running out selling your home? If not, then go on reading and analyzing it till you find words that impress you. Then ponder over the words and discover why they move you?

The next step in constructing your real estate direct mail is to fuel your prospect’s desire to sell their house. You have to satisfy your prospects ‘why’ questions. Why should they be better-off selling their homes to you? If you are uncertain on how to write your content, go read the real estate direct mail of the top real estate investor in your area.

Now that you’ve captured your reader’s attention, and gained his interest, you need to create a Desire in him to use your service. And how do you do this? By generating enthusiasm and excitement in your copy. By formulating an argument that leads your reader to the unavoidable conclusion that your firm is the only choice for him. Not sure how to do this? Begin by making the reading of direct-mail copy your newest pastime.

And after you have led your customers to an AIDA experience through your real estate direct mail, you will be rewarded with a higher number of quality prospects and signed contracts.