Here is the second of our Heroes hints and tips…do let us know your thoughts!

DESIGN

When it comes to the design of your marketing materials, whether this is internet based or printed materials, all businesses need to ensure a few objectives are considered and built in to the end results for the plan to effective.

AIDA is a widely used acronym that is used throughout the marketing world which focuses attention on the desired outcome.

A – Attention or Awareness. To attract the attention of the customer.

I – Interest. Raise the customers interest by communicating advantages and benefits.

D – Desire. The customer will want/need the product/service.

A – Action. The customer will take action/purchase.

With this acronym in mind you will want to ask yourself some questions about your marketing materials design and content to achieve such goals, for example:

• Is there a clear benefit to the customer?
• Who is the target audience for the material

As E. St Elmo Lewis (American advertising and sales pioneer) stated:

The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.