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The AIDA formula for creating effective advertising is even more relevant today than when it first came into vogue over fifty years ago. Fifty years from now, the basic formula of getting Attention, creating Interest, arousing Desire and producing Action will be even more relevant than it is today.

Based on simple behavioral principles and logic, it's an essential tool used in creating and evaluating TV and radio commercials, newspaper and magazine ads and collateral material as well as web sites, pay-per-click advertising campaigns and other communications materials as well. As a creative director, I constantly use the formula as a "disaster check" to make sure the ads we're about to present to a client are as strong as they can be.

If you've never been exposed to the AIDA formula, it's actually very simple:

Any element of the advertising can be the attention-getter a clever headline, a captivating photo, haunting background music, or an offer you simply can't refuse. Today when the typical consumer is bombarded with thousands of direct and subliminal advertising messages, getting attention has become the most important and challenging part of the formula. If you can't get their attention, the ball game's over. So be sure to put some serious thought here.

Creating interest has always been a case of finding the right buttons to push. It's showing people "what's in it for me". Ease and convenience? More sex appeal? A super low price? It could be any number of different product appeals! Advertisers have created new hot buttons and are constantly looking for more. Creating interest will mean finding the right button. Now it's just a matter of choosing from more buttons and pushing them harder.

Arousing desire is still all about ego. It's convincing people "L'Oreal will make me younger looking", "Driving a Porsche will show everyone I've made it". "Joe's Smokey Sauce will make my BBQ ribs taste even better". That's basic human nature. And it's not about to change.

Getting people to act is means asking for the sale something a lot of ads never do. As the saying goes "If you don't ask for it, you're never going to get it". Of course, sometimes you have to go a little further and "make them an offer they can't refuse".

Before you create the next ad or brochure for your business, write down "Attention", "Interest" "Desire" and "Action" and next to each step how you plan to do it. After you've finished, compare what you've done to your initial "AIDA" list and make any adjustments needed. The advertising you create will be better than ever.

Learn more about this author, Michael Crozier.
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