Aug 28 2007
How to grab the attention of bloggers and restaurant owners
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If you want to improve the response to your Advertising or blog communication read this…
Every day I see thousands and thousands of dollars absolutely wasted on Advertising that fails to grab anybodies attention.
So often the advertiser is in such a hurry to tell you about their fascinating new product or give you their equally fascinating opinion (yes blogger I’m talking to you) they forget to their first task is: to grab their prospects attention.
The name of your restaurant may be of interest to you your family, and at a push, a couple of your close friends. But to me, and the thousands of your potential customers or readers, it means less than nothing, that is, until you have grabbed my attention and told me you have something of benefit or interest to ME.
The very simple, well proven formula for producing any successful advertisement, poster, sign, brochure, blog posting or comment is: A.I.D.A. (no smarty it’s not an opera) it means:
ATTENTION. INTEREST. DESIRE. ACTION.
And it works like this:
The headline must grab the readers ATTENTION
The opening paragraph must make the strongest possible offer of some form of benefit to create INTEREST
The body copy must tell the reader how your product or service will solve their problem in a manner that talks directly about their WANTS and DESIRES (not needs)
This creates DESIRE
Finally, you must tell the now salivating reader exactly what they have to do to receive the benfits they now desire. You must call them to ACTION
i.e. Phone xxxxx NOW! or CLICK HERE
If you want to see a great example of this, Darryl at Problogger.com has just posted a new article about the launch of a new product called Chitaka, take special note of how he has finished his posting with a time constrained call to action… that is the perfect way to do it.
The best book ever written on the subject is TESTED Advertising METHODS by John Caples. Now in its fifth or sixth edition, I never write an add without a copy beside me.
You may also find this NEW FREE download helpful.
