An Adaptable Marketing Technique
Have you heard of A-I-D-A?
Hey, marketeers!
I came across this copywriting technique recently and I thought how adaptable it could be - whether for your purposes of storytelling, pitching or marketing yourself and/or your book. It’s called the A-I-D-A method. Heard of it? I’ll explain what that is and then throw in some examples of how it could be used. With a little creativity and an open mind, you could adopt this for any of your future marketing plans!
A-I-D-A stands for: Awareness - Interest - Desire - Action.
You could create a different social media post for each part, or bunch them altogether into one. You could use them all in a statement to pitch your manuscript / media article, or they might even assist in strengthening the plot of your story. As mentioned, be creative and even have fun with it!
Well, here they are:
Awareness:
Grab your audience’s attention with an opening hook, sensational statement or outrageous image. What is the key point that people will want, or need to know? Think about what you’re ‘selling’ - what is your angle?
Here are some examples to open with:
“Did you know…?”
“Not sure about…?”
“When … can help you with …”
“For… look no further than…”
“Have you ever…?”
Interest:
Now that you’ve got their attention, you need to keep them interested! How can you go further into the heart of the problem or key message you’re sharing? How can you show you relate to your audience’s particular need?
Some examples: (You could create different social media reels, photos or slides)
Share challenges you’ve experienced along the journey (remember to be relatable).
Common mistakes or issues.
The problem your story character is facing.
Fascinating facts or statistics.
Desire:
This is starting to sound like a love story! Ahem…
Once you’ve identified and acknowledged yours and their ‘problem’, now it’s time to tell them what they could have! Tell ‘em what they want to hear! That is, focus on the positives.
You might consider the following:
How you / your character have overcome challenge/s (and your audience can, too!).
What’s in your audience’s future.
Ask them to “Imagine if…”
Offer exciting incentives / rewards / prizes, etc.
Action:
This final part is where you tell them where / how to take action! What is the next step for your audience?
Do you want them to:
Contact you via email or phone, or visit your website?
Subscribe to a list, download an activity or template, or register for a session or other incentive?
Visit a link to purchase a product or service?
Consider offering a time frame, such as a promotional period, or when they can expect to see the result/s.
Please note: Don’t overdo the ‘action’ and always add it to the end of the A-I-D-A method. A simple ‘Find more information at’ kind-of-statement will be sufficient.
Using the A-I-D-A technique as one of your marketing strategies should give you a structure to work with and help you to come across as professional, relatable and engaging, reflecting your author brand without the sales push. Have you tried it for a social media post or media / publisher pitch?
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