WEBVTT 00:00.340 --> 00:11.170 Aida Ada A I da It's an acronym that describes a marketing process or a principle from getting someone 00:11.420 --> 00:14.760 aware to actually purchasing your product. 00:14.770 --> 00:21.340 And it's an important thing to understand with your copywriting similar to the e-mail marketing that 00:21.340 --> 00:28.060 we talked about before but a little bit more focus and practice by marketers and advertisers around 00:28.060 --> 00:30.400 the world for many years. 00:30.400 --> 00:31.830 So what does this mean. 00:32.120 --> 00:43.810 Aida attention interest desire action attention who is reading your article who is reading your copy 00:44.170 --> 00:46.210 who is on your sales page. 00:46.480 --> 00:48.520 What is their demographic. 00:48.580 --> 00:51.790 Do you understand who they are or what age range they are. 00:51.790 --> 00:53.250 Are the male or female. 00:53.320 --> 00:55.140 What part of the world are they from. 00:55.270 --> 00:57.130 Whether their likes and dislikes. 00:57.160 --> 01:02.830 You can actually find out these things relatively easily if you have Google Analytics set up. 01:02.920 --> 01:09.220 If you watch the lesson in the Wordpress section of this course you'll understand that you can see people's 01:09.280 --> 01:11.830 ages you can see their likes and dislikes. 01:11.830 --> 01:17.470 You can see whether they're female or male and all kinds of other demographic information. 01:17.560 --> 01:20.530 And just knowing that allows you to write in a different way. 01:20.680 --> 01:23.860 What is their problem and what solution do you have. 01:23.860 --> 01:25.480 We've already taken care of this. 01:25.480 --> 01:31.330 You know that we did this in the first section of the course so be proud of yourself because this marketing 01:31.330 --> 01:36.100 principle Aida that we're talking about that many people have been using for years. 01:36.220 --> 01:38.110 You are already on track. 01:38.140 --> 01:39.840 I is for interest. 01:39.910 --> 01:45.560 You have to build an argument for your brand tell your story prove yourself to them. 01:45.670 --> 01:48.460 That's what you're doing through your copywriting. 01:48.460 --> 01:55.480 You are telling your story you're not just saying buy this product but you're telling a story to inspire 01:55.480 --> 01:56.980 people or to engage people. 01:57.010 --> 01:58.750 It's a time where you can prove yourself. 01:58.810 --> 02:05.140 This could mean putting testimonials in your writing to show that people have used your products and 02:05.140 --> 02:06.980 services and it's worked for them. 02:07.060 --> 02:13.060 D is for Desire shifting from interest to actually wanting what you offer. 02:13.060 --> 02:18.140 This is where you demonstrate why you can solve their problem for them. 02:18.340 --> 02:25.630 If you are in the position of wanting something and for example right now I want a new road bike I have 02:25.630 --> 02:30.160 a mountain bike but I've been wanting to get into road bikes and so I've been doing a lot of research 02:30.160 --> 02:35.800 online about the different models I've been searching Craigslist for a used ones but I've also gone 02:35.800 --> 02:40.610 into the store and you know and I'm in my position. 02:40.780 --> 02:47.620 It's hard to resist buying a brand new bike it's hard to resist just walking into the store and buying 02:47.620 --> 02:48.760 something right there. 02:48.850 --> 02:56.530 So you know if someone desires something if you desire some thing it's easy for the marketer to market 02:56.620 --> 02:57.370 to you. 02:57.550 --> 03:01.120 But it's getting to this step that's a little bit harder. 03:01.450 --> 03:03.820 And then last a is for action. 03:03.820 --> 03:08.830 This is where you provide a call to action so you tell someone how to purchase. 03:09.010 --> 03:13.340 You say sign up below click the button below purchase online. 03:13.360 --> 03:14.770 Call this number to buy. 03:14.770 --> 03:18.170 Now go to the store to get our deal this weekend. 03:18.220 --> 03:19.590 That's your call to action. 03:19.600 --> 03:21.250 You got to make it easy to buy. 03:21.250 --> 03:26.140 So you don't want to make it complicated at all you don't want to say OK call this number have this 03:26.140 --> 03:27.850 promo code ready. 03:27.940 --> 03:31.330 You have to call between this time and that time or the dealer runs up. 03:31.390 --> 03:37.380 These things make it complicated so make it as easy as possible and this can come across with the style 03:37.480 --> 03:43.870 especially on your Web site with things like your buttons your text the design of your web page making 03:43.870 --> 03:49.190 it flow nicely making it clear that there's a button for them to press to purchase. 03:49.270 --> 03:54.820 Making it easy so they don't have to go from one site to the other to actually buy your products or 03:54.820 --> 03:55.750 services. 03:55.780 --> 03:59.940 The easier the better because the easier it is for them to take action. 03:59.980 --> 04:04.000 What about IEEE daar are R for retention. 04:04.000 --> 04:12.250 How can you continue to serve your customer because it's a lot harder to get new customers as it is 04:12.250 --> 04:17.810 to get a current customer or an old customer or to buy something of yours. 04:17.830 --> 04:18.960 They already know you. 04:19.090 --> 04:21.390 They already hopefully like and trust you. 04:21.520 --> 04:27.440 And if you have another product or service for them it's much easier to purchase from you. 04:27.640 --> 04:33.250 Once someone comes into your store and buys a product you don't want them walking out that door to never 04:33.250 --> 04:34.220 be seen again. 04:34.330 --> 04:40.120 You want to retain their business and literally retain their information so having them connect with 04:40.120 --> 04:47.080 you on social media or through an email list so that you can continue to inspire and educate and ultimately 04:47.290 --> 04:49.480 sell to them is important. 04:49.480 --> 04:51.090 That's what retention is all about. 04:51.190 --> 04:52.720 So that's what Ada is. 04:52.760 --> 04:55.570 And I know that it's a little repetitive. 04:55.570 --> 04:59.700 I get it you're probably watching those videos saying well we get it. 04:59.770 --> 05:00.920 This is repetitive. 05:00.940 --> 05:02.820 You've talked about this more. 05:03.010 --> 05:08.390 But I just want to mention that because it is a technique and a practice that advertisers have been 05:08.390 --> 05:15.530 using for years and you're already doing it and by thinking about Aida while you're writing your sales 05:15.530 --> 05:22.810 copy while you're creating promo videos while you're writing ad copy you will get more results. 05:22.880 --> 05:26.430 So trust me this was an important lesson. 05:26.570 --> 05:30.970 And in the next lessons we're going to be talking about more ways to improve your copywriting.