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Marketing tip of the month

Karen Fewell
Is email marketing working for you?

September 2007
  • When creating your advert you should remember AIDA – Attention, Interest, Desire, Action

    • Attention – this part is the first thing the consumer will see, it is likely to be the headline or banner and tells the customer about the benefit they will receive.

    • Interest – This will give the consumer the information they need about the product or service. Information must be given in a clear, interesting way.

    • Desire – You should create a desire for the consumer to buy or use your product or service. You should make sure it is clear why they need it in a way they understand.

    • Action – This is where you want the consumer to respond to your advert. It may be a telephone number for the consumer to call, a website to visit, or a form to fill in.

  • Some people think it is important to have large images that take up most of the advert. The most important thing is to have a clear benefit and include all the information that the customer requires. This is what will make them want to read on, not eye catching pictures.

  • Make sure the advert is easy to read and doesn’t have fancy images and bright colours that are not clear to see. It should be easy for anybody to read and not be too cluttered.

  • Use language that draws the customer in and involves them – the words ‘you’, ‘yours’ and ‘your’ are a great way of doing this.

  • Don’t use the same advert each month. Have a new theme or at least include some new information for the consumer. If they weren’t interested last month they may be this month with a different advert.



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