Hi. My name is Gary Eckstein and I'm from organicweb.com.au.
I'm a Mailchimp pro partner and well most of all I'm just one of those weird people that just
loves marketing. I often get asked in my marketing
lectures and classes what people can do to improve their copywriting or how they should
add copy to emails what they should add to emails well fortunately there's a very good copywriting
formula that I certainly use because I'm no good at copywriting that seems to work very very well
the formula is called AIDA and it's actually very old from the late 1800s by someone called
Elias St. Elmo Lewis he originally came up with this and the AIDA copywriting formula stands for
Attention, Interest, Desire and Action and I'll, I'll show how this is used in a second this can
be used uh for the buyer's journey if if you want to map the buyer's journey first people
first people are you know you get their attention then they're interested in your product you create
desire for them to buy and then they take action they buy but as a copywriting formula it works
incredibly well not just for email marketing but for advertising for social media posts on facebook
on instagram whatever so we'll look very quickly at how do we map the AIDA formula to our our email
marketing itself so the attention part is the subject line the interest part is the header and I
will show you some examples in a second the desire is the body text and the action is the button
or the call to action okay so we create a nice compelling subject line often a question works
well but what we're trying to do in the subject line is we're trying to get the person to open the
email to read more where they'll see the interest desire and then take the action by clicking
so the subject line really needs to to compel the person again to open the email to read
more but it has to it really has to the subject line must convey the benefits of the consumer
uh opening the email so it has to align with your content your interest and your desire and
your action so your interest is your header your desire is your body text and action is called uh
call to action now something I'll I show in all my workshops and so on is on the action
the call to action and I always say to people just just looking at this image and and look I,
I took this photograph I was I live in I've Australia and I went for a run around the local
neighborhood this is actually a few years old now but there was construction construction happening
at a house and I looked across and I saw that this uh what we call a ute or a pickup if you call it
that or whatever you call it this this vehicle was for sale now it had a sign on the front of
the car saying for sale as you can see and on the side in the side window it had a nice big
for sale sign and that's just wonderful right because they've got my attention
but how do you buy the car the I mean where's the telephone number or whatever and this is how
important it is that yes we can get the person's attention but if we don't tell them what to do
give them that call to action the button we've lost the sale so all of these all of
these parts are incredibly important so let's sorry let's look at these various bits a I
d a attention interest desire action let's look at them so let's look at Pepsi so they've got
so the subject line they would have a subject line which is the subject line is the attention
then they get our interest that's what I like and they actually have that twice
or two different interests which is absolutely fine time to tell the world that's what I like
going back to the so that's attention the subject line interest is a hitter desire there's the
desire they explain a little bit more and wait your appetite or the reader's appetite a little
more and then there's the action nice and simple so header a little bit of text that that feeds on
from that header and then tell the person what to do watch the video let's look at Uber very quickly
very similar layout so we would have our subject line which would be the attention they have a
nice subject line which encourages me to open the email itself interest desire action let's look at
that so we've got interest desire oh sorry the body they explained a bit more and the
action try it today it's a very typical formula now you'll see this again and again and again
and the AIDA formula although it was developed back uh in the late 1800s it's still used and
it's used successfully by many organizations she has Uber, Pepsi you'll notice it in Disney
many other organizations and if you have more than one story in other words you have
a newsletter or just more than one story you would just keep repeating that formula
so you'd keep repeating the okay your tension is your subject line you'll only have one of those
you would then have interest desire action next story interest desire action next story interest
desire action nice and easy so again that was Uber but let's look at it mapped across
so you can see on this image that I've mapped it that's your interest is you is your header
your desire is a little bit more information and down the bottom you can see the action is
to take action to click on something so we're giving people you know something firm to do
so they know exactly what to do uh to to buy the goods or whatever the case might be
in Mailchimp fortunately they make it incredibly simple so I'm in the Mailchimp
the new new builder email builder in Mailchimp so again attention interest desire action
we would get our interest by setting a subject line and if I go into design email
or just wait a second you'll notice that the elements are already there
interest we can add some desire and action so Mailchimp automatically include the AIDA
principles for us now obviously you do need to fill in the various attention interest desire
action and just as we saw on on Uber Pepsi etc so a subject line I've already spoken about
short sharp sweet question often works well it has to convey the benefit of the person opening
the email um so our interest is a nice big header so that'll just be a few words as a heading desire
is a little bit more explanation about uh sorry I'm moving things around about the interest and
the attention and then the action is a nice big pink green blue button whatever that a person can
click to buy the product or whatever so this old formula AIDA formula works extremely well again
for email marketing for advertising for social media and so on nice and simple you can do it give
it a go and you'll see how easy it is but thanks for joining me I'm Gary from organicweb.com.au.