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The first A is for ATTENTION: If your press release is high-quality the first thing your press release MUST do is get the viewers "ATTENTION". The easiest method to achieve that is with a good title and headline.
So, what creates a good title and headline? An effective title and headline is any title and headline which can answer the inquiry of "what is in it for me?" This is all they truly care about. What's in it for them?
The idea of a press release is to not try to tell your entire story in the title and headline. The idea is to get the interest of the reader, rein them in, and let your writing do the selling.
An effective title and headline is usually specially pointed to a particular niche, like in the title and headline of this particular piece.
I am targeting readers who want to learn how to promote their companies with press releases.
What is it which makes this piece so good?
It got your attention, and brought you in and made you read this article.
It can not be anymore effective than that.
I= Interest: After you find the reader's attention you then need to make them Interested in what you are marketing. You start this by immediately giving them whatever the headline and title promises. Don't be cute and fancy, and you should not carry your readers along.
"D" is for Desire. You have to generate a feeling of DESIRE to make the reader DESIRE your product. The only goal you are attempting to achieve with this particular part of the A.I.D.A. technique is to build up dollar value in the mind of the reader. And the number one way to do that is with the help of benefits, benefits and more benefits.
Unfortunately, marketers are confused on the difference between features and benefits|mistake benefits for features. While it might sound insignificant, it creates a huge change of delivery. Features are trademarks which physically explain pieces your product. Benefits reference how your product will assist the reader to find a solution to her or his issues. In other words, what the visitor will benefit from by using the product.
For example: A feature is a "high resolution computer monitor." A benefit is that computer monitor gives you a sharper image and is easier on the eyes.The "A" is for action: You always want to finish your press release with a call to action. Tell the reader in no uncertain terms what it is that you want them to do now.
Category: Press ReleaseHow to Create an AIDA Format Press Release was written by:Author:Robert WatsonAdded: Mon, 21 Jan 2008 21:14:04 -0500 This Article Has Been Read 131 times View all Robert Watson's articlesAbout the Author: For more information and for a basic stretching exercise, visit our website, where you can learn all about the different uses of stretching in a variety of sports, from basic yoga to bowling. |
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