Direct Mail Articles

AIDA:
THE FORMULA FOR SUCCESSFUL MAILINGS

by Barbara Casey

You've just purchased a set of mailing labels addressed to your target market.

You're stuffing envelopes like crazy, anticipating a huge response to your workshop invitation (or other offer).

But wait! What about AIDA?

(What's an opera got to do with a flyer mailing? Actually, nothing.)

AIDA is the formula that ensures a successful direct mail campaign. Pull one of those flyers back out of its envelope and review it against the AIDA formula before you mail a slew of them and maybe waste your money.

Here's AIDA in a nutshell:

Does your flyer or sales letter have a compelling headline that grabs the reader's ATTENTION? People want to know, "What's in it for me?" That's what you want to convey in your headline.

"New class series helps you lose weight and gain self esteem."
"Are you worried he's not Mr. Right? Before you walk down the aisle, find out if you and your fiance are astrologically compatible."

Okay, you've drawn the reader's eye into your flyer/sales letter. Now you want to keep their INTEREST.

In the opening paragraph, elaborate on your headline. What will you cover in your series of classes that helps people lose weight and gain self esteem? What testimonial quotes can you insert that the readers will find meaningful? How will they feel during the class and after the series is done? What will they learn that's easy or new? It may take a few paragraphs to consider all the benefits of attending your classes.

The next step is to build up DESIRE. What is the consequence of not attending the classes? The same old, same old? Missing out on camaraderie with people who understand? The class series won't be held again until next year; can their health and their wardrobe hold on that long? With each consequence of not attending, make sure to re-state a benefit to be gained by joining up now.

Conclude your flyer/sales letter with a call to ACTION. Your call to action will be determined by the purpose of your flyer. An event invitation will want to say something like, "Seating limited; call today to reserve your place."

If you have a class outline or a free report that could help the reader make a more informed decision, offer that in your call to action (and follow up with a second letter or a phone call).

The reason for sending out your flyers and sales letters is to give people enough reason, information and desire to respond. Just don't forget to ASK them to respond.

PS: Many sales letters include "PS" after the signature. They're almost always read, so go ahead and use one yourself to re-emphasize a time limit, special price or major benefit of your offer.

Did your flyer pass the AIDA test?

Another way to look at your mailpiece is to think about how you'd respond if someone else sent it to you. Does it attract your Attention, get your Interest and stimulate your Desire, so you'll Act?

If it does, you're likely to have a successful mailing.