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Running Amok with Blue Elephants
Written by Aaron
Colman
info@ibasics.biz
http://www.ibasics.biz
AIDA.
I hear
it all the time. People trying to teach sales
skills or creative copy.
People that have watched one
too many sales-based movies.
This
doesn't mean that it's not a valuable thing to
learn... but it's one thing
to say "Get someone's
attention" and it's quite another to teach people how
to do that.
So what is AIDA?
In theory it's the 4 steps to
getting a sale.
Attention, Interest, Details/Decisions, Action.
You
may have heard this a little differently, but by
the time you're done
reading this you'll understand why
this makes more
sense.
Attention:
So consider the situation. You're going along on
the
internet or maybe going thru a magazine and you see a
full page
glossy. What will it take to get your attention
long enough to change your
pace?
Simple - Push a benefit and create a promise.
"A Free Year's
Supply of Elephants! Delivered right to
your door!"
If you like punky
packyderms, that'd be enough to pull
you into it. It also creates a promise.
"Delivered right
to your door!" At this stage, it doesn't have to be
believable even... but it does help.
Answer this question: What's in it
for me?
Interest:
So now you're glancing at the placement. But
it's not
enough to get you to actually read it. You can look at
the form
and skim the headlines without ever actually
reading the text.
So
how do you create interest?
Simple - Promise to Premise.
You start
with the promise of daily Elephants and make
it believable. Make it real.
Create a full surround-style
panoramic vision of floppy-eared Elephants
gracefully
ballroom dancing in your head. Be certain to use
effective
headlines, _FONT STYLES_ that stand out and a careful
crafting
of ___white-space___ to direct their eyeball
further down the page. Remember
your USP. Use it.
Answer this question: Why you, over every other daily
Elephant supplier?
Detail/Decisions:
Now that they're reading
on and interested in your
tusked delivery service. But before they mail in
that
reply card or point and click for their very own gray
stampede
they're going to want to know the details.
More importantly, they need to
make a decision about
each detail. This is one of the biggest things
that
are missing on in internet sales. Why does it take an
average of 7
times for someone to buy from your website?
Because it takes them 7 times to
get used to, and
comfortable with, making decisions on your site.
It
doesn't have to be much.
1. We offer an additional elephant Rf-ID chipping
service. Should you lose your elephant, we can track it
anywhere with our
patented GPS elephant tracking
system! Would you like this add-on for only
$19.95 per
month?
2. Not ready for elephant ownership? Get ready with
our
new e-book "How to Win Friends and Influence Elephants"
available for
only $4.99 as an immediate download.
As you proceed to make the offer,
include every detail
that could come up. Shipping and handling, service
costs, exactly what is and isn't included. A lot of
people abandon
shopping carts due to lack of
information. There isn't enough info about
what the
product is and what it does, so they're reluctant to
shell out
their hard-earned cash. It does make sense if
you think about.
Answer
the questions: How do you actually get Elephants
to me? What do I do after I
have them? What's this
going to cost me? Can I get help if I need Elephant
supplies?
Action:
Make a super strong call for action. A
simple "Click
here to buy" isn't good enough. Close actively. "If you
buy
today I'll throw in a month's supply of Elephant
kibble for free!" as an
added incentive.
Try something like:
"Buy before next month and get a
free Elephant
de-odorizer! Nothing is worse than a smelly
mammoth!"
Or:
"Buy during our slow season and get 50% off our
entire
Elephant clothing line! Sweaters, t-shirts, belts...
everything
your Elephant needs to stay warm this
winter!"
So now that you know
what AIDA means, you're ready to
begin using it.
And if you want an
Elephant, let me know.
I'm sure we can work something out
;).
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Aaron Colman helps businesses make money online and specializes in web design and custom script work.
My eCourse - Learn Mastering Internet Lead Generation at http://www.ibasics.biz/leads
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