The AIDA Model and Persuasive Messages

Persuasive messages have a tendency to utilize the indirect approach. This is because you usually have to lead your reader into your proposition, and hopefully along the way get them to see things your way. As a result, various indirect models have been created to write persuasive messages. One of which is the AIDA Model. This model organizes messages into four stages:


First, you must catch the reader’s attention and get them to engage so they want to hear about your main idea. These first few seconds are when they will listen the most and decide if to continue to dedicate their attention to you. (ChangingMinds.org Article) Use a strong sentence that not only establishes common ground between you and the reader so you can build a case but also is compelling enough to reel them in. Images are also very effective in grabbing attention. (AIDA Article) In this portion is where you want to avoid a hard sell, this may make your audience think you are pushy and aggressive. Overall, it is best to open with something that will pull them rather than scares them. This will push them away. (ChangingMinds.org Article)




Continuing with the start from attention getting, explain in detail what problem your solution wants to solve. The problem you talk about serves to show why your proposition is needed. Be sure to clarify the relevance of your message to the reader; highlight practical benefits. (AIDA Article) Be wary of boring your audience, it is best to leave them wanting more; either of your company or information. (ChangingMinds.org Article)


Here is where the “you-attitude” comes out the most. In this stage is where you tell the reader how your idea benefits them through the changes. Organize the content of your message to make it easy on the reader. (AIDA Article) Foresee questions the reader may have and answer them appropriately this removes a level of uncertainty. Take the time to explain complex ideas step by step this may help your idea be received more fondly. Support your claims with evidence that can be verified, this will increase the audience’s willingness to take action. Additionally, you can create desire by showing how the solution or proposition will not be available for long, showing how other people enjoy it and have put it into operation, and again that your proposition with solve some of their problems. (ChangingMinds.org Article)





Without leaving the “you attitude” behind, lay out the action you want taken in terms that benefit the reader. Provide the audience with all that they will need to take action easily. For instance, include deadlines, contact information, and even provide assistance if applicable.




When an indirect message utilizing the AIDA approach is delivered through e-mail or memo, the subject line should be enticing and pertinent to catch their attention. But, do not reveal the main proposition.

The AIDA Model and the Direct Approach

The AIDA Model’s function is particularly for the indirect approach which helps you save your proposition or main idea for the very end. Yet, the direct approach can benefit from this model as well. For the direct approach:

A-Attention
The main idea serves as the attention grabber.
I-Interest
The writer could build interest with the reasoning and explanation. Showing the problem and revealing the solution.
D- Desire
The desire would be created through evidence. Back up your claims, and give examples of how the audience would benefit.
A-Action
Again restate the main idea, and detail the exact action you would like your reader to take.


Limitations of the AIDA Model

Regardless if used with the indirect or direct approach, the AIDA model has its limitations. The AIDA model does not create a conversational atmosphere, so it tends to talk at readers instead of with them. Also, the model focuses on a single event, such as a question, decision, and etc. As a result, this does not encourage long-term working relationships. The AIDA model is still a good tool to use, yet, as always it is up to the writer to assess the situation and evaluate the right approach to the particular scenario.


References:
Excellence in Business Communication - Thill and Bovee, 9th edition
Chapter 10, Strategies for Persuasive Business Messages p. 283-284

AIDA – ChangingMinds.org Article
http://changingminds.org/disciplines/sales/methods/aida.htm

Incorporating AIDA Model Marketing Stages In Effective Marketing Web Page Design – AIDA Article
http://aidamodel.org/


Photo Credits:
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Microsoft Office Clip Art