The AIDA Principle
Now it is time to begin to craft the email message to motive customers. You need to understand the motivating sequence that will lead your customers to buy. You need to adopt it in all your email messages. The motivating sequence is referred to as AIDA. Attention Interest Desire Action.
Attention
You need to grab the attention of your target market. You have to stimulate attention from the outset.
Your headline and first sentence must capture and attract your target market.
The subject line (heading) is the Ad for an Ad.
To capture a reader’s attention, you have about 45 characters (5 to7 words) in which to do it.
The subject line has to get the attention of your target market by delivering a complete message that will draw them into the body copy of your email. That’s why the crafting of power packed, concise statements that create interest and desire are so important.
The single most important element of your email message is your subject line (heading). The most important skill you can master is the ability to create attention grabbing, sit up and take notice headlines. The Subject line (heading) is the element to interest and influence your target market.
It is very difficult to find a good subject line. Many people have abused direct marketing for a long time, so you really have to be creative to find a successful subject line. This is one of your greatest challenges in email marketing. Somewhere in the vicinity of eighty (80%) percent of your target market will scan over your subject line, therefore you should spend 80% of your copywriting time writing effective headlines (subject line). If your subject line does not interest your target market then they probably will not read your copy no matter how good a masterpiece it is.
Apart from attracting your reader the subject line has to identify your target market. That is, the heading has to be aimed at your target market. In developing the right subject line you first of all must know what special benefits your product or service offers. This is also referred to as your Unique Selling Proposition (USP). You have to know what makes your product or service different or better than your competition.
Many people will decide whether or not to open an email simply by looking at the subject line.
Hot Tip:
NEVER USE ALL CAPITALS in your subject line. It is a little difficult to read and can put your prospective customer off before they click to read your copy. Begin Each Word In Your Subject Line With A Capital Letter. This is much easier to read than a message that is all in capitals or one that is written more like a sentence.
Using the readers first name in the subject line will greatly improve the chances of the email being read and thereby increase click through rates.
A sample of headings (subject lines) that you might use.
Headlines
The following headlines are listed to assist you to brainstorm your own creative headlines. This list is a sample only.
Convention Used:
What you see below is a list of names for the various parts used in the headings your customer’s name = Peter or your name = Mike or your product name = Magic Widgets or service description = Dog Wash or Company Name = Acme
Peter, This Will Interest You
Peter Are You Making These Email Mistakes?
Home Owners Get the Finance You Need
Special Offer to All Our Customers Only
Computer Help for Beginners
A Personal Message from Mike
A Quick Update From Acme
News About Magic Widgets
A Unique Service From Acme
Acme Huge Clearance Up To 75% Off
Dog Wash News Flash
25 % Off at acme.com
Members Only Offer
Hot Dog Wash Secrets Revealed
Peter, Let Me Know What You Think
Peter Discover The Secrets To Email Marketing
Now Is The Time Peter
Important Notice From Acme
Peter Here’s The Trick To Online Success
Are You Looking For Joy, Wealth and Happiness?
Magic Widgets Provides The Solution You Have Been Looking For Poor Email Is Suicide Marketing
Interest
You need to generate interest in your product or services. You need to create a demonstration in print. Offer prospective customers a special incentive for responding such as:
Discount coupons.
Free email newsletter.
Free trial software.
Download free catalogue or brochure.
Free shipping.
And so on.
Desire
You need to lure your target market into your copy with hard hitting, stand up and take notice of the benefits of using your products or services. You must lead your target market to desire what they need to buy and convince them that they desire to buy.
Include DIRECT links to the section of your web site with more specific details about your offer. Don’t try and close the sale in the email. You want interaction with your potential customer. Interaction creates relationships and relationships help build profitability.
Ensure that your email and website answer the most important question on a customer’s mind “What’s in it for me?”(WIIFM)
Action
You need to get your target market to take the desired action you require once they are keen to want your product or service. The action process is critical to closing the sale. Invite the target market to buy. Make it easy for them to say “yes”. If you don’t, then all your hard work in developing your message will be capitalised on by a competitor. Include a SPECIFIC call to action such as: Get your discount coupon for acme widgets now at http://www.acme.com.au. Make sure your call to action is clearly visible. Without it your campaign will fail.
Check the AIDA Principle
Check the AIDA principle over every piece of sales literature you have and any new messages you create.
Get into the habit of using this principle every time you compose a message. If you do, you will begin to see more targeted and more effective messages.