Last Updated on September 22, 2024 by Dave Schoenbeck
I frequently hear from business owners that they can’t get their marketing message across and stimulate action from their prospects.
As part of my coaching program, I teach business owners a simple process and methodology for writing a great advertisement, sales letter, brochure, or, let’s call it, a sales pitch.
The structural outline follows this sequence and acronym of AIDA: ATTENTION-grabbing headline, INTEREST-building feature, DESIRE created by emphasizing your identity, and ACTION, a powerful closing.
So, to be congruent with what I teach, I followed my advice when I constructed an exciting and creative Craigslist listing for an old used car that my kids drove during college and was now clogging up my driveway. My target was college students who needed an affordable and safe vehicle that they could trust.
By following the AIDA sequence, I was able to sell the car within hours of posting the ad. This success story is a testament to the power of the process I teach, and it’s a sign of the potential success you can achieve with the right strategy.
I priced the car in the middle of the competitive price range, and there was lots of competition. The unique thing was that I focused on a specific target and followed my outline. I believe that the secret sauce was the structure of the ad and the personality that I wove into it, which strummed the prospect’s needs. I got a great price. The college kid got a great car.
So what can we learn? Positioning a buyer is not that difficult if you follow a time-tested process and are willing to see the transaction through the buyer’s eyes. If you change your mindset and traditional messaging, I can teach you how to stimulate your prospects to buy more.
Remember, the AIDA sequence is not a complex or unattainable concept. It’s a process that you can learn and benefit from. With the right guidance and practice, you can master the AIDA sequence and start seeing results in your marketing efforts.
Coach Dave
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