You can have the greatest product in the world, but if nobody knows it’s there it’s as good as non-existent. On the flipside the industry is full of examples of mediocre products that fly off the shelf. The difference, marketing.
One of the foundations of the craft is a four step method that has been used effectively in marketing and advertising for well over a century. Any successfully marketed product can be reverse engineered to reveal that all four steps have been followed. But what are they?
Elias. St. Elmo Lewis, an American advertising and sales legend who was inducted into the advertising hall of fame started his quest in 1899 to “catch the eye of the reader, to inform him, to make a customer of him.” By 1909 the approach had evolved several times, becoming “attract attention, awaken the interest, persuade and convince.” A model now used throughout the world known as AIDA.
The AIDA Model
Step one is where you create awareness around your product. The best way to do this is through disruption to jolt the consumer into paying attention. This can be done easily using shock tactics, but should be tied to the product in some way. Think headline, title, image, thumbnail.
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Deb McKoy is the Founder and Consultant at Peppergrain Ltd, London, UK. She began her career as a recording artist, achieving success in the UK national charts before going on to help businesses and individuals maximise their brand.