AIDCA CRIB SHEET
AIDA/AIDCA: every marketing book includes it, we all know it – but how consistently
do we use it? Mark your copy out of 50 and see your writing improve – and your sales…
A
What
is this? Why have I been sent it? Is it for me? Do I know instantly?Does the headline show relevance or value?
Is there a benefit spelt out for me?
Is urgency communicated to me? (Act NOW and ???)
If it’s something I could/should pass on to a colleague, do I know who?
__ / 10
I
Is this interesting to me? Is it relevant?
Does it tell me something I don’t know – and want to/need to know?
Why am I spending valuable time reading this; is it of any value to me?
Is the ‘pitch’ engagingly-written – or boring? Does it involve me in the telling?
Do the headings/sub-headings quickly direct me to that bit of the text that most interests me?
__ / 10
D
What’s in it for me? Is the offer attractive?
What do I gain – is it spelt out in words of one syllable – and without me having to read too far? (My time is precious…)
Is it immediately obvious why I should read any further – or even consider buying?
__ / 10
C
You say you’re the ‘best’, the ‘most informed’, the ‘most up-to-date’. You say you’re UNIQUE… GREAT VALUE! Don’t make me laugh – who doesn’t say THAT! So – why should I believe you…
Show me some proof. Tell me what your customers say? Who are your customers? Any third party product reviews? Prove you’re what you say you are.
And even so, how can I be certain you/your product are as good as you say, as good as your customer quotes? (Perhaps you wrote those quotes yourself?)
Show me your faith in the product. Give me a guarantee. Put your money where your mouth is…
__ / 10
A
What
does this leaflet/letter/email want me to do? Is it clear? Is it easy? When should I do it – and why?How do I do it? (I’m so busy right now, perhaps I should come back to this later – shove it in the in-tray for now…)
Does it make any difference to me whether I do it today… or some other time? Or at all?
__ / 10