SERIES: The Must-Have Winning Formula For Creating Content

Over the next 6 weeks, we’re going to breakdown for you how you can slay the content creation game using the famous AIDA theory and processes.

Buckle in and prepare to school yourself on bite sized nuggets of info from our award winning CLS team.

Let’s not beat around the bush. Content is everywhere!

For starters, anyone with an email address is dealing with the daily fight of too many emails hitting their inbox. Jokes, jigs and “how-to” videos detailing everything from folding origami to removing chewing gum from hair relentlessly plague our phone and computer screens on social media platforms daily. It seems there is no end to the content to consume. To be honest, some days I wish I could return to the days when there was a newspaper, TV and radio and that was all. 

I can’t though, it is 2022 content is everywhere, there is no option to bury your head in the sand. We in the business world have to learn how to make a splash and navigate our audience to our social pages, websites and emails or accept that we will drown in a sea of our competitors doing it better than we are.  

Working in a digital marketing agency, I have seen first-hand how effective carefully constructed email marketing campaigns are and I can’t tell you how many of Chrissy’s social media posts have roped me in for a buy. My take away from watching her zone of genius? Get the elements right, the audience will come. 

As a rookie in the marketing sphere, I started to search for ways to create punchy content as Chrissy does. I came across the A.I.D.A formula and for me it has completely changed the game. Together these four letters work like magic so I am sharing with you so you can level up with them as I have! 

This formula has changed my life! It can be used to create any content includng blogs, emails and, you guessed it, social media posts too. Basically, use it when you are wanting your audience to do something. Furthermore, these letters create a checklist to ensure your content is hitting the mark.

Let’s take a look at what each letter stands for in this powerful formula:

A is for Attention – The hook that grabs your audience to let them know that you can solve their problems.  This can be done through a headline or an attention provoking question.  At this stage, it is important to focus on the audience, NOT the products, services, or ideas you are trying to sell.

Let’s have a look at two subject lines:

(A) We’re running a course on teaching you how to save.

(B) We want to help you to save money so you can live your best life.

Heading A is BORING. Mention the word course, and you’ve lost me. That’s something I need to do. Heading B gets my attention. They want to HELP me to live my best life. 

I is for Interest – This is probably the most challenging part of the formula. By this stage, you’ve attracted a portion of the audience, but you must provide the juicy facts about the products, services, or ideas you are trying to sell while making them relevant to the reader’s personal needs. Subject headings and bullet points are a great way to make your content stand out:

  • We will guide you week to week on how to budget.
  • Hear from graduates who are now enjoying their best lives.
  • Our six-week life-changing course runs each Tuesday via Zoom.
  • For a one-off investment, you’ll receive the training, materials and be part of a closed Facebook group.

D is for Desire – Focus on the emotional benefits of the product.  The reader will be evaluating if what’s on offer is going to solve their problem or give them what they want.  To speak to their inner sceptic, you need to be asking ‘So What?’

Over six weeks you will learn all there is to know about saving.

This statement makes me say ‘So What?’

Over six short weeks we will work with you to create a tailored savings plan, from having the right mindset to choosing the best product. We want to help you live your best life.

Are you in now? Using words like tailored, help and best life, you’re pulling at the heartstrings of your audience.

A is for Action – You need to be direct and tell the audience what you want them to do by using action words: (eg) ‘Sign up’, ‘Apply Now, ‘Call today’.

(e.g.) Sign up today and get started on living your best life.

A.I.D.A. works because it is directed towards the emotions and pain points of your audience.  By using this formula every time you want your audience to do something you’ll be creating content that is focused. I see it like jumping through hoops:

 Let’s use a post Chrissy recently published about one of her upcoming courses as a  case study.

I hope this short article has offered you some useful information on how you can use the A.I.D.A formula like Chrissy does. If you’re still keen to know more about this formula and creating winning content, reach out to Chrissy and the CLS team today. Check back for the other articles in the coming weeks too, so you can grasp copywriting like a pro!

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