AIDA is the Acronym for Healing Website Worries

Did you know that in advertising, every ad--and yes, a websiteis an ad--should contain the following elements? These elements areremembered through the acronym AIDA.

A = ATTENTION
I = INTEREST
D = DESIRE
A = ACTION

Now what does this mean, and how can you apply it to your website to help you increase your sales?

ATTENTION
Whenyou are thinking about the website you want to have, don't forget ithas to do more than convey information or make a sale. In order to dothose things, it first has to get the visitor's attention. Is it boringand all white? Is all the text centered and spread from side to side?Or have you taken the time to create some functional and supportivegraphics, with well formatted text? If it doesn't look like it's worthtaking the time to read, then maybe it isn't!

INTEREST
Isyour "voice" in your content, or does it sound really boring. Do yourwords read like a spicy novel, or like a calculus text book? Rev upyour writing with testimonials, adjectives, anecdotes and personalexperience. Make the reader feel like he is a part of what you arewriting about.

DESIRE
Well, if you're not interested inwhat's in the website, you really won't have any desire to investigatethe product, person, or service any further. What does build desire inadvertising? Making a product or service personal, learning thebenefits--not the features and applying it to your customer's needs,desires and wishes...and you can do this through the power of words andimages. For example, if you're selling pizza, you may think people willbuy it because it tastes great. So maybe you put "Great tasting pizza"on your website. Wrong. People need more descriptive, tantalizingimages to work with. Remember the old Wendy's commercial where thefolks would bite into the burger and all the juices would squirt out?Now that said, "Our burgers are the juiciest, mouth-wateringest burgersever." And people went out and bought them.
Sell the benefits ofbuying your product--not the features of the product. What does gettingyour product mean to your customer? Will it make them thinner, richer,solve a problem? Remember the saying, "Sell the sizzle, not the steak."

ACTION
This, I think, is the most important element ofadvertising design. Even if you can't get someone's interest or causethem to have a great desire for your product, you can still ASK them todo something. Sometimes, all it takes to make a sale SOMETIMES is toask for it. So on your website, the one thing you want to make sure youhave in there, is the call to action. "Buy our widget now by June 1,before this offer expires forever!" "Email us for a free estimate." Youget the idea.

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