Content building with the AIDA sales funnel

AIDA sales funnel MODEL

Awareness > Interest > Desire > Action

## Awareness / Attention##

The first hurdle for any piece of writing content is to capture the reader’s attention. To get their attention, you first have to start with a concept that’s deeply relevant and timely to the audience that you’re trying to reach. Here are some questions that you can start to ask yourself when you’re in the planning stages to help write an attention-grabber:
Who is reading this piece?
What kind of solution is this piece offering to their problem? Is it the introduction to an idea that could shift the way that they think about their lives, or a product that they can go out and buy? How, specifically, will it solve their issue?
How does my audience talk about their problems? What are powerful words or concepts that would immediately create resonance?
On that last point, let me give you an example. If you’re selling a skateboard to enthusiasts and you want to capture their attention, it’s important that you understand their internal language and approach. If your audience self identifies as “skater kids,” using that term in your headline or lead could capture their attention immediately.

EG:Search I want ________
Keyword or LSI Keywords

## Interest ##

Once you’ve hooked a reader, it’s time to really help them see how well you understand their problem. This links back to the idea of having a strong profile of who you’re targeting with your products or services before diving into the selling. Specifically, if you take a situation like a health problem, warming up a prospect’s interest starts by showing that you understand their issues.
One common example in internet marketing is “embarrassing health problems.” It’s true that many people take to the internet to try to solve uncomfortable issues that they’d rather not discuss with a doctor. If you’re able to show that you understand the challenges of living with a particular condition, and specifically how that makes them feel, you’ll be able to start engaging them in a deeper way.
It’s then time to build your argument or story. For example, you may have done research into the specifics of the condition and know of reputable medical studies that suggest little known treatments or successful cures. You may have personal experience that you can use to create more of a rapport with your reader.
The key here is to use information, persuasion techniques, and as much proof as you can find to hold the reader’s attention once you’ve captured it. By deepening the connection that you have with the prospect and crafting a piece that informs, educates, and entertains them around one of their most pressing problems, you’ll be well on your way to sparking an emotional reaction.

EG:Search What types of _______ are there?
Targeted Keyword or LSI Keywords

## Desire ##

It sometimes trips marketers and writers up to think about the difference between interest and desire.
Think about the idea of changing jobs, if you’re an employee. Maybe you hear about an alternative career and you start to wonder about it.
You read some articles online, do research on open positions, and even talk to a few people in the field.
As you gather more info, you start to realize what a perfect fit it is. The pay is great, the hours are right, the content is interesting.
At some point, there’s a shift in your mind and you start to imagine yourself in that position.
You move from thinking that a career in writing or engineering sounds interesting, to actually wanting to be a writer or engineer.
It’s about that moment of the shift, from intellectual curiosity to making the decision “I want that for myself.” That’s at the heart of desire.

A bored executive asks, “So how much has this Twitter campaign generated in sales?”
Pulling up a previous chart, the manager starts to rattle off the facts. “We know that 40,000 people shared content related to that product. We gained almost 100,000 followers. The sales department reported that they got 5,000 leads out of the program, and if we extrapolate how much they purchased….”
The executive interrupts. “No. I want to know exactly how much that was worth. Not extrapolations.”
It’s any social media manager’s nightmare scenario. But with your new product, your customer will be able to track and quantify the value of every interaction. If you can demonstrate that, you’ll hold their interest. Specific features and benefits, case studies, customer testimonials, and use cases are all effective ways to back up your claims. Finally, by tapping into an emotion that the social media manager has felt – perhaps fear at being caught in such a situation or a desire to be in control of the outcome of such conversations – you’ll start to create a desire to have access to your product.

EG:Search What are the best _______ available?
Include terms like: compare, best, features, reviews, most popular

## Action ##

The last funnel in the  AIDA sales funnel
Once you’ve stirred up enough desire to get your prospect thinking about taking action, it’s time to close the deal. This focuses primarily on
using a powerful call to action. Calls to action are simple statements that let readers know what you want them to do next:
buy a product, sign up for a newsletter, watch a video, or share your tweets for example.
Everything you write should have a call to action – after all, you’re creating a piece of content for a specific reason. So let the reader know what that reason is! Also think about the design aspects of your calls to action: does your layout, button structure, and more support your prospect’s taking action? If it’s at all difficult to figure out how to take the next step, people often won’t.
One final note on stimulating action: there’s a whole other area of copywriting that focuses on guarantees, PSs, and powerful closes. The idea here is simple. Anticipate and eliminate the risk that would stop people from doing what you want. Signing up for your newsletter raise privacy concerns?Afraid of parting with their money? Just offer a guarantee. The more that you think about why people wouldn’t take action and offer solutions to those issues, the better positioned you’ll be to make the most of the opportunity.

EG:Search Where can I buy _______ ________ ________? (Long tail keywords)
Include terms like: best price, discounted ______, buy, cheap, purchase, get, brand long tail keyword