Attention / Interest / Desire / Action

Are your leaflets working for your business?

So you’ve set yourself a marketing budget and you’ve decided to have some leaflets printed- that’s great, but are they giving out the right message about your company? If not they may not work for your business.

When producing leaflets, or any marketing material for that matter, you should use the AIDA model. AIDA stands for Attention, Interest, Desire and Action- all of which are hugely important if you want to have an impact on your audience. Increase the effectiveness of your leaflets and potential sales by using the AIDA model. Find out how here;

Attention

To have an impact on your audience you must first grab their attention; this can be a hard hitting headline, a special offer or even a captivating question. Keep it brief and keep it simple. Your customers will decide in about 3 seconds whether or not to read on so be honest, if your leaflet landed on the doorstep would you pick it up and read it?

Here are some examples of good attention words that sell:

Absolutely, Announcing, Amazing, Bargain, Big, Breakthrough, Direct, Discount, Excellent, Exclusive, Expert, Famous, Free, Guaranteed, Huge, Introducing, Magic, Miracle, New, Now, Revolutionary.

Interest

Now you have their attention you need to keep it, so create an interest in your product or service. Show them why they might need it and how it can help them. It is a common mistake to simply list the features of your offering; instead you should think benefits.

Take a look at the differences between these benefits and features for an office printer, which appeal to you more?

Features	Benefits
Printout speed of 16pages per minute	Super fast print out speed, perfect for a busy office environment
Network ready	Able to link to all of your office PC’s reducing overhead costs for multiple printers
Energy Star certified	Low energy usage, saving you money whilst saving the environment

Desire

You have grabbed the readers attention and hooked their interest, now you need to create a desire. The visual look of your leaflet is really important here, a professionally designed leaflet can make a product much more desirable, if your leaflet looks amateur, why would the customer want to buy from you?

Creating desire can be a little more difficult if your product isn’t tangible, so make sure your words are specific. Show potential customers how your product can benefit them, how convenient it is to get it and how much better off they will be once they have bought it.

Action

So what does your customer do next? If you don’t tell them it is likely they won’t do it. Don’t assume that someone knows what to do next, make sure you make it clear.
Simple statements are all you need, for example:

• Log on to www.firstimpression.co.uk to find out more
• Email us to register your interest
• Show this voucher at the checkout to receive your discount
• Call us today to book your place

Top tip - when planning your leaflet remember what it is you want to achieve, who your audience is and what you want to say.

First Impression can help you write and design an effective leaflet. Call us today on 01457 857111 to find out more.