AIDA stands for “Attention, Interest, Desire, Action.”
Attention: The first objective of a persuasive writing piece. This section should be engaging and interesting, drawing the reader in and making them want to hear about what you’re offering. The writing in this section shouldn’t be aggressive or too “salesman” like, taking this approach will alienate the reader. Instead, come up with something that will benefit the reader, of course, without making any unrealistic or overly ambitious claims.
Interest: This is the second objective of a persuasive piece. In this section, you want to further draw in the reader by dealing with something of interest to the reader. Detail the benefits you mentioned in the “attention” section. Explain why your solution is best, appeal to logic – and emotions if necessary.
Desire: Now that you have the reader’s attention and interest, work on building a desire within the reader for implementing the solution you have offered. In order to do this, imagine you hade to take part in a questions and answers session. What questions might be beneficial to answer right off the bat? Answer those. Anticipate complications and explain them away or solve them. Further explain how what you’re suggesting is beneficial, and why it is such a great option. Don’t be too repetitive, but make sure you’re getting your point across. The key to this section is detail.
Action: The last phase of AIDA is exactly as it sounds, the action phase. Here you need to encourage your reader to take action. Tell them what must be done. Tell them how, if necessary. This is your conclusion, so make it strong. Make the reader feel as if action must be taken as soon as possible. Be positive in your writing, but also be persuasive. Briefly review the benefits again if needed. Lastly, make sure you include correspondence information. Never close without letting your reader know how important it is to contact you, and just how they should contact you. Do you prefer e-mail? Tell them!
Remember to organize your persuasive piece, giving information at the right time. Decide on whether you want your paper to sound very direct and strong, or more indirect and soft. Of course, your reader will determine which approach is best, so keep your reader in mind. Is it a company? An individual? If it is someone you know, you may be able to right in a more informal and familiar manner. However, it is someone you’ve never met, you’ll want to take a more formal approach. Furthermore, keep format in mind. Memos are sent in an internal setting (i.e. within an office), while letters should be sent to external sources.
References and Further Reading:
Baugh, Sue, L., Maridell, Fryar, David, Thomas, A. Handbook for Business Writing. Illinois, McGraw Hill: 1994.
Bovee, Courtland, L., John, Thill. Business Communication Today, 9th Ed. New Jersy, Pearson: 2008.
