Your last advertising program failed to bring in the results you expected, and now you're sitting there wondering why. Here's a thought . . . could the failure of the program be in any way because you forgot the principles of AIDA?

AIDA-WHAT'S THAT?
AIDA is an acronym for the words: Attention, Interest, Desire, and Action. AIDA is not a government program nor is it something taught by people in B-Schools who never sold anything in their life, it is a simple system which directs your attention to that which is the most important part of your business -- your customer.

I don't know where AIDA began or who authored the concept, but it's principles are tried and proven, and if you truly want success, you should be regularly using these principles in your everyday business operations. AIDA should be the guiding light of everything you do in your business from hiring employees to determining what color to paint your building. It works as well for the sales staff as it does the manufacturing group. Let's examine the four principles of AIDA and see how we can apply them to your operations.

ATTENTION
It's difficult to talk to prospects, especially when you cannot have face-to-face meeting. The task is almost as difficult as trying to get a teen-ager with headphones blaring the latest hit to hear why they should cut the grass, or do the dishes, or anything else. Before you can accomplish anything else, you have to get the attention of the person you're talking with.

In the same manner, if your advertising program doesn't attract the attention of your target audience, how can you expect to sell them anything? You can't! Does your advertising program talk directly to your target market? Does it attract their attention?

Let's use an example. How do you get a teen's attention? You do something that changes the focus from what they are doing to what you are doing, such as turning off the stereo, or unplugging the headphones, or some similar attention-getting action. Your advertising program has to perform the same feat with your target market, it has to unplug your audience from every-day actions and turn their attention to you and your message-to-come. They cannot hear and absorb your message if they are not paying attention!

INTEREST
Interesting word, interest. In the money world it means a return on investment, a payoff for investing time or money. To you it should mean the same, a payoff or return on their investment to your target market for using some of their time and newly won attention to listen to you, your company, your product, or your service.

Remember that eye-catching humorous commercial on TV? The one that advertised . . . wait a minute . . . just what did it advertise? The ad attracted your attention, but it did nothing to arouse your interest in the product.

Don't just go for the humor, go for the interest! Your advertising campaign must transfer the attention you have generated into interest in your message. If it doesn't, you've wasted your money and your target-market's time and energy.

DESIRE
Would your teen cut the grass for a new CD? Maybe. Would they cut the grass so the house would look nice for their newest flame's visit? Probably. It's a matter of desire. Put the concept of your target market's desires in the same concept as that of the teen. What do your clients and customers desire to have happen as a result of your call or visit? What wonderful thing will happen when they use your product or service? Why should they want, no, desire your offering?

Having the first Fribble unit installed on the block may be a desire of some, but most of your purchasers want more. If you can discover the desire for your offering, you have just about won the grand award!

ACTION
"If you get the grass cut by 5 o'clock, I'll throw in a trip to the mall this evening." Will that get action from your teen? Maybe. On the other hand, there may be something else that will inspire action. Ask!

What will get your target market to take action? A trip to Bermuda a $1000 bonus thrown in if they respond by a certain date? That would get me to take action for sure! On a more practical idea, how about a coupon with a terrific offer? Or maybe a limited time buy-one-get-one-free deal? Can you offer a free service policy? What will motivate your target market to action? Find this and you have won the battle for your customer's dollar!

SUMMARY
The proof is in, AIDA works, and it can work for you no matter what your business. But you need to remind yourself that AIDA is not one thing, it's a package of four items: attention, interest, desire, and action. If any of the parts are missing, so are results. Next time you design anything from a simple ad in your newspaper to a complete and comprehensive program involving any part of your business, test it with the AIDA concept. Make it work for you!