The AIDA approach is
used for writing unsolicited sales letter, the AIDA stands for:
A: Attention, D:
Desire, I: interest, A: Action
Attract
reader attention:
This is the most
important paragraph, if this opening is interesting the reader will go ahead
other wise vice versa. More convincing reasons and techniques are used to grasp
the attention of the reader the one who is making this appeal must know the
need of the receiver.
There are many
techniques to attract the reader attention i.e
We can use a picture, a
humorous illustration. Question, Catch phrases etc
The opening paragraph
may include:
Are you satisfied with
the money you save?
Did you sleep well last
night?
You don’t like a road
accident to happen to you do you?
Save up to dollar $100.
Earn monthly income up
to20%.
Interest:
The writer should try
to arise the interest of the receiver, people are more interested if they are
shown what they will get if the buy this product or services, in order to create
the interest of the customer appeals are made to them which can be seen hundred
time in advertisement on television.
Appeal
to the emotions:
Appeal to the emotion
means we should try to know the feelings and thinking of the customer, what
they think and what they feel and the product should be manufactured, and
advertised in the letter accordingly.
i.e the advertisement
of cosmetics, motorcycles, refrigerator etc in these advertisement the products
are shown in such a manner that the customer who possess one wish to buy one
more .
Appeal
to the reason:
Appeal to the reason
means we should know why people spent money, when we find the reason we should
talk about that reason in our letter to create interest i.e people spent money
for
Heath, education, to
avoid efforts, for comforts, to protect family, to save time, for cleanliness,
to escape physical pain etc
Desire:
In order to create the
desire of the public we should provide the advantages of the product and
service, we should talk about the positive features of the product in such a
manner that the customer wishes to by it,
But think that should
be kept in mind is the advantages should be according to the need of the
customers.ie if we count the advantages of a calculator to an illiterate person
who don’t use a calculator and even don’t know how to use it, the best
advantages ever offer by any other calculator will worth nothing.
Action:
In this paragraph state
clearly the action you desire, what is the purpose of your this ling speech.
Make
the action easy:
We should make the
action easy for example give a direct contact number, send return envelop, state
the time of sale.
Date
the action:
Its very important if
the it’s a sale event for a very short time for example an exhibition, of
course that is for few days so date is important to be declared.
An
easy action paragraph:
You will find our new saving plan very interesting just fill in the enclosed card for a free interesting book let.
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