Is Something Missing from the AIDA Formula?

AIDA

Almost every marketer and salesperson in the English-speaking world knows about AIDA. It’s often one of the first lessons in many of our training programs. As a framework for persuasion, it has stood the test of time in every industry you can think of for over 100 years.

A – Attention
I  – Interest
D – Desire
A – Action

It is my contention that there is something crucial missing from this basic sales and marketing formula. I talked about this in a recent newsletter (if you’re not subscribed, you should fix that expeditiously). If you missed it, you can find out what’s wrong with AIDA as it currently stands in my newest guest posts on the Rhino Daily blog:

Is AIDA Outdated As a Marketing Process? Part 1 and Part 2

P.S. The article wasn’t written in two parts, and to be frank, I’m not crazy about the split. It reads better as a single piece. But I submitted to the Rhino Daily editorial process. The good stuff is in Part 2, but you Part 1 forms the foundation for my ultimate conclusion.

Worst of Signs, Pt. 3

Same Day Appointment Sign - Calumet City

I took a picture of the sign above at a dentist’s office in my Calumet City neighborhood. (That’s in Chicago’s south suburbs, if you’re curious.) What’s wrong with this sign? On the surface, nothing. But think about the wording “Same Day Appointments” for a moment. Is this dentist so efficient that he can guarantee to look at your teeth the same day that you call? Or is business so slow that there are always open slots in the schedule?

(To be fair, I’ve never visited this office, so I can only speculate about any specifics about the business and it’s success.)
Speaking of slots, The next sign is a doozy.
Slots Sign - Calumet City
This photo is from a bar, also in my neighborhood.

The bar changed the sign after about a week. Must not have worked as well as they thought…

Either that or the slots really do pay out too much and they started losing more money than they made in drinks…

In which case the lead generation method really was brilliant. The lifetime customer value was just too low or the owners were too short-sighted.

Like the dentist’s office, I’ve never been inside this bar, so I’m speculating again.

A few people told me I took the whole thing too seriously; the sign is probably just a joke. And maybe they’re right. (I could just walk down to the bar and ask the owner.)

But even so, marketers have to be careful; if customers feel misled, they’re not going to be happy.

That’s one of the reasons humor is risky in marketing.

What do you think?

Don’t miss these related posts (with pictures from my neighborhood!):

It Was the Best of Signs, It Was the Worst of Signs

Worst of Signs, Pt.2

Small Restaurant, Big Lesson

Pork Chops and Big Promises

10 Tips for Copywriters in Training

Copywriters Write

A few days ago, I received an email from one of my newsletter subscribers. We’ll call him Paul. He’s taking a copywriting course and wondering how long he should wait to start seeking clients.

Here’s my slightly modified response to him. I think it’ll be helpful for any copywriter near the beginning of his career.

—–

Good morning, Paul. Thank you for reaching out.

Let me ask you a question: when you look at a website, email, even a TV commercial do you know — almost instinctively — what the advertiser was trying to do, where he went wrong and how you could make it stronger?

Now, I don’t know you, but I’d be willing to bet that the answer is an emphatic “yes.”

With your studies of Hopkins, Kennedy, etc., you’re probably already good enough to be very helpful to 75% of the business owners in America.

So my answer to your question is, YES, you should begin looking for work now.

Let me share a few thoughts:

1) Copywriting, like any other discipline, requires continual study and learning. You’ll never know it all. So there’s no need to wait until you’re done “studying” to launch out into the deep. Or at least stick your toes in the water.

2) Freelancing can be tough. Don’t get discouraged if you’re not bringing in Bob Bly-level fees in the first year. Realize in advance, strengthen your resolve and go for it.

I spent my first 2 years or so as a moonlight copywriter. I worked as many as 80 hours a week in management at Kmart, then came home to prospect and work on projects. I tell that story in some depth in an interview I did with Michael Zipursky in 2012 –> http://www.consulting-business.com/direct-response-copywriter-and-consultant-interview-with-donnie-bryant.html. If I recall, it’s about 30 minutes long. If you have the time, it might be an encouragement for you. I get lots of good feedback.

3) You’ve probably heard it a hundred times, but you should spend a good chunk of your time promoting your services. 50% promoting, 50% doing client work and improving your craft, or something like that.

4) Most copywriters start out as generalists, but the sooner you find a niche (and maybe you already have experience or deep knowledge of some particular industry) the better. Position yourself as an expert in that niche and focus your efforts there.

5) Get some copywriter friends. I can’t tell you how helpful it is to have the camaraderie. You’ll come to cherish those relationships.

6) It’s also helpful to build relationships with people in other industries. Especially people with bigger audiences and established authority. These are people who can interview you and put you on their websites or in their newsletters, recommend your services to their people, do joint ventures, make valuable introductions, give opportunities for guest blogging, etc. Proactively seek out and nurture those kinds of relationships. If you’re looking to provide mutual benefit (and not just be a self-seeking mooch), you’d be surprised who will be open to connecting with you.

7) Be generous, but do your best not to undervalue yourself or your work.

8) Try to get paid upfront, even if it’s just a deposit. Save yourself from getting burned. And watch out for bad barter deals. Sometimes they’re worth it, but a lot of times you end up frustrated with what you get out of the deal.

9) Start building your email list ASAP. Even if you don’t know how you’ll keep in touch with them. Someday, maybe sooner than later, you’ll be glad you did.

10) Read a lot, but don’t let reading stop you from writing. I suggest reading non-marketing stuff and stuff outside of your area of expertise to continue giving your brain more raw material to build creative ideas with.

Curiosity is one of the characteristics of most, if not all, great copywriters have common.

People are often amazed by the stuff I know. From pop culture to ancient history and from biology to philosophy, I know a lot of random stuff. I have a “swipe file” (if I can call it that) of quotes I like about anything, everything. Never know when a powerful idea will spring forth from one. They make good writing prompts, too.

While you’re reading, please add the Bencivenga Bullets to your list: http://www.marketingbullets.com/archive.htm. Now that I think about it, I’m going to work my way through them again…

Here’s the big one:

10) Almost no one wants a copywriter. Almost no one even knows what copywriting is, as you’ve probably noticed.

That means 2 things: A) look for clients who know what copywriting is and how much it’s worth, and B) don’t position yourself as a copywriter, per se, for people who aren’t familiar with it. Focus on your own benefits versus the “feature” of being a copywriter.

I think that’s about enough to start out.

Thanks again for reaching out. I pray you have more success than you dream of.

—–

What’s your best advice for a starting a successful copywriting career?

Bloggers Should Be Anarchists

I’ve been an anarchist (to varying degrees) since my failed attempt to become student body president in 8th grade.

True story: after my nomination was rejected, a small group of my friends agreed to help me take over the school. Overthrow the faculty and everything. Maybe we’d watched too much professional wrestling, because the NWO “hostile takeover” of WCW was fresh in our minds, but for some crazy reason, we thought we could pull it off.

Our coup d’état was stopped by forces beyond our control. President Clinton declared the entire city a disaster area after downtown was flooded by the swollen Red River, just a matter of days before we enacted the plan.

I can neither confirm nor deny that I was placed on an FBI watch list for my activities in 1997.

In reality, I was more of a rebel than a true anarchist, in those days. Yes, there’s a difference. A rebel or revolutionary fights against the “powers that be” with hopes of replacing them with powers he likes better.

An anarchist wants to remove those powers and replace them with…freedom.

Embracing Anarchy as a Blogger

The word anarchy literally means “without ruler.” I like this definition of anarchy from Vernard Eller:

“’Anarchy’ … is simply the state of being unimpressed with, disinterested in, skeptical of, nonchalant toward, and uninfluenced by the highfalutin claims of any and all arkys (powers).”

For bloggers (or would-be bloggers), this should be a liberating concept.

There are no kings before whom you must bow in the blogosphere. Even if there were, you’re not obligated to bow in their presence or follow their rules.

That’s one of the things we love about the internet – blogging in particular: Freedom! 

But so often, we find ourselves tied up…restricted by some imaginary rule. Or squeezed into a mold that someone else designed.

The truth is, we’re doing it to ourselves. Knowing the truth shall make you free.

This call to anarchy is a call to freedom.

What does that mean for you, specifically?

Even though there are no kings here, the blogosphere is full of “arkys” (to use Eller’s word) trying to govern our thinking and shape our behavior.

If you did a search for “rules of blogging,” Google will give you over 55 million results. Bing gives twice as many. There have been tens of millions of attempts to tell you how you should blog.

How do we deal with that?

Well, as your brother in anarchy, I won’t try to tell you what to do. But if you don’t mind, I’ll share some observations with you and maybe that will shed some light on the situation.

In short, becoming an anarchist is a declaration of independence – even from the advice I’m about to offer.

De-throne every form of fear

Fear may be the Number One provider of blog abortions. And if it doesn’t stop blogs from being born, it often keeps bloggers from making them all that they could be. It smashes brilliant ideas before they ever hit the page.

Fear only has as much power over you as you give it. So refuse to give it any.

That doesn’t mean that fear just goes away without a fight. Arkys never do. Your decision to ignore fear doesn’t mean it won’t scrape and claw to maintain its hold over you. Fear will strike. You’ll be nervous to express your ideas sometimes, if not every time. You’ll feel trepidation as you move the mouse to click Publish.

Blog anarchists recognize fear’s strength but refuse to allow it to paralyze them or determine their decisions.

Feel the fear and keep moving forward.

Although the battle is never truly over, freedom from fear enables you to…

Celebrate your creativity

“You write to communicate to the hearts and minds of others what’s burning inside you.” – Arthur Polotnik

It’s important to know what you want to accomplish with your blog; what is your overarching theme? Who are you writing for? Will you position yourself as a friend, a teacher, a whistleblower?

The beauty of building your own blog is that you can say whatever you want, however you want (as long as you don’t break any laws outside the blogging universe):

Your subjects.

Your style.

Your format.

Don’t care for the rules of proper grammar? Throw ‘em out the window. (That usually makes you a better blogger/writer, anyway.)

Leaders, Not Rulers

Seth Godin writes on his blog every day.

Matt Loomis blogs somewhat randomly.

Lamar Tyler, for all intents and purposes, doesn’t blog at all.

Some of Ramit Sethi’s blog posts are over 3,000 words. The last Jeff Goins post I read was barely 300.

Who’s doing it right? Who has the right formula?

I don’t have to answer that for you.

They do what’s best for themselves and their audiences. They have the freedom to do that.

As outstanding as these writers are, they don’t define what good blogging is, no matter how many fanboys you come across proclaiming “Seth’s way is the best way.” (I haven’t heard any of these guys make that claim for themselves.)

You don’t have to fit into anybody’s box.

Great bloggers don’t impose authority on their readers; they inspire admiration. And, hopefully, action. Rather than push you into a specific way of doing things, they pull you forward into your own unique greatness.

Can I be honest about something? Sometimes the great ones are so good at what they do, lesser mortals like me can feel intimidated. Ever read a post that was so good that it made you want to quit?

Maybe that’s just me. I’ve felt as if I’d never reach the level of skill required to write that well and momentarily felt inadequate. It happens from time to time.

If you’re passionate about your craft and honest about your own skills, you may have similar experiences. Be encouraged; moments like these illustrate how much you care about growing and improving. Try to flip that intimidation back into inspiration and press on.

Throw Off the Chains

“Elephants can pull over 1,000 pounds with ease and yet a 10-pound chain will cripple them. Elephants have for centuries been contained by humans simply by placing a chain around their ankle… there is a conditioned response that if a chain is around their ankle, it cannot move…”  ~ Brett Faris

Did you know that you and I have this same conditioned response built into our brains?

Growing up, we’re taught to follow rules, no matter how arbitrary. To give the “right answers” instead of expressing ourselves.

It doesn’t end when we get out of school. Most of us carry this conditioning into every part of our lives.

(Funny thing: the great leaders we learn about in history class, the pioneers who fill the physics books, the geniuses who advanced math beyond counting fingers and toes – they were basically all rule-breakers. Paradigm-shatters.)

Bloggers need to throw off every chain the keeps us from being great. Or how will we make it into our children’s history books?

Today is the day. Declare your independence – from “rules”…from fear…from the need for external validation…from the need to emulate one of the big names in the blogging world.

Today and forevermore, let us live by our own rules. Let us be fully ourselves. Let us be anarchists.

P.S. What other blogging “rules” do we need to unchain ourselves from? Please share your thoughts in the comments section.

[Post appeared originally on BuildYourOwnBlog.net)