“Advertising is a business of words, but advertising agencies are infested with men and women who cannot write.”
~David Ogilvy, Advertiser
AIDA is an easy to remember acronym for writing persuasively. It reflects the writing elements needed to help you make a sale:
A = Attention
I = Interest
D = Desire
A = Action
In business sales letters, the first step, Attention, occurs most often in two places:
- The email subject line, if your sales letter is being sent via email.
- The business letter heading.
TIP:
There are very few absolute rules in business writing, but here is one: never send out an email with no subject line, and place the sales letter heading in the body of the message. Your recipient won’t open the email.
Make sure your subject line or heading is specific and piques your readers’ interest.
TECHNIQUES:
- Provide news
- Arouse curiosity
- Promise a benefit
Strong headings or subject lines emphasize benefits. Truly effective headings and subject lines combine all three techniques. Examples:
- New Business Writing Courses Reduce Costs for Acme Company by 30%.
- Strong Business Writing Skills: Your Own Recession Defense
- CEOs Reveal Secret to Career Success: Business Writing Skills
- Online Business Writing Courses: Train Any Time, Pace or Place
Remember AIDA for your sales letters, and begin by claiming your readers’ attention.
Learn More in This Course: Sales Letter Writing
