Here is what your advertising has to do if it is to produce the desired results. This bit of wisdom flew at me as soon as my college advertising and marketing career began. The instructor said the word, "AIDA". I thought it nice that the teacher was showing a touch of class by bringing up Verdi's famous opera, "Aida".
But I quickly learned that AIDA was an acronym for "A" - Attention; "I" - Interest; "D" - Desire; "A" - Action; the four components and reasoning behind every successful advertisement.
"Attention." Advertising is a competitive game. No matter where your ad shows, so are ads for your competitors. Readers of ads are an impatient bunch. It's the job of your ad to nail the reader's attention and hold it. My advice is you'd better tell your product's, or service's, big advantage in the headline, or otherwise you are wasting your advertising dollar. Grab the customer right off.
