How to Write Marketing that Sells

Have you ever run a marketing campaign that bombed? 

Or have you ever wondered why one campaign worked better than another? 

I am a big believer that success leaves clues… and successful marketing follows a certain formula. 

It’s tried and tested and you will see it in many successful campaigns no matter what medium you use (email, social media, flyers etc) 

Want to know what it is? 

It is a simple yet powerful 4-step formula called AIDA that will dramatically improve the results from your marketing campaigns. 

Here is how it works… 

1) Attention 

The “A” in AIDA stands for Attention. Think of it as your marketing’s first impression. In today’s noisy, information-packed world, capturing your audience’s attention is paramount. It begins with a compelling headline or subject line—something that makes your target audience pause and take notice. Engaging images in social media posts can serve the same purpose. These initial elements are what people scan first, so ensure they’re meaningful and relevant. In a world where every second counts, your marketing should clearly command attention. 

2) Interest 

Once you’ve secured attention, you need to transform it into Interest, the “I” in AIDA. You’re no longer just a blip on their radar; you’re capturing their interest. Here’s where storytelling comes into play. Share anecdotes, present problems, or introduce intriguing ideas. The goal is to encourage your audience to keep reading or engaging. Think of it as the part of your marketing that makes them say, “I want to learn more.” Building interest is like opening the door to a deeper connection with your audience. 

3) Desire 

The “D” in AIDA represents Desire—the emotional core of your marketing. This is where you build emotion. The majority of people buy based on emotion not logic so this is where you dive into pain points, build emotion, and make your audience feel the desire for what you’re offering. Paint a picture of how your product or service can solve their problems or improve their lives. Case studies, testimonials and examples are a great tool for this.  Building desire is what will kick you target audience into action. 

4) Action 

Finally, we arrive at Action, the last letter in AIDA. After capturing attention, building interest to the point of desire, it’s time to guide your audience toward the desired action. Too often, marketing lacks a clear call to action, leaving prospects uncertain about what to do next. Ensure your marketing spells out the steps you want your audience to take. Whether it’s “Call now,” “Download this report,” or “Subscribe today,” a well-crafted call to action leads your prospects to the next logical step. And when you’ve done the previous steps right, taking action becomes a natural progression. 

By using the AIDA principles in all your marketing campaigns, you will be creating marketing that resonates with your audience. 

So start applying this formula today, and generate more leads from each of the campaigns you run. 

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THE PROFIT MULTIPLIER

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