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The_One_Thing
| The One Thing
Did you know that in advertising, every ad--and yes, a website
is an ad--should contain the following elements? These elements
are remembered 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 When you are thinking about the website you want to
have, don't forget it has to do more than convey information or
make a sale. In order to do those things, it first has to get
the visitor's attention. Is it boring and all white? Is all the
text centered and spread from side to side? Or have you taken
the time to create some functional and supportive graphics, with
well formatted text? If it doesn't look like it's worth taking
the time to read, then maybe it isn't!
INTEREST Is your "voice" in your content, or does it sound
really boring. Do your words read like a spicy novel, or like a
calculus text book? Rev up your writing with testimonials,
adjectives, anecdotes and personal experience. Make the reader
feel like he is a part of what you are writing about.
DESIRE Well, if you're not interested in what's in the website,
you really won't have any desire to investigate the product,
person, or service any further. What does build desire in
advertising? Making a product or service personal, learning the
benefits--not the features and applying it to your customer's
needs, desires and wishes...and you can do this through the
power of words and images. For example, if you're selling pizza,
you may think people will buy it because it tastes great. So
maybe you put "Great tasting pizza" on your website. Wrong.
People need more descriptive, tantalizing images to work with.
Remember the old Wendy's commercial where the folks would bite
into the burger and all the juices would squirt out? Now that
said, "Our burgers are the juiciest, mouth-wateringest burgers
ever." And people went out and bought them. Sell the benefits of
buying your product--not the features of the product. What does
getting your 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 of
advertising design. Even if you can't get someone's interest or
cause them to have a great desire for your product, you can
still ASK them to do something. Sometimes, all it takes to make
a sale SOMETIMES is to ask for it. So on your website, the one
thing you want to make sure you have 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." You get the idea.
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