Whether you are paying for a Google Ad or just posting organically on your business Facebook page, the rules of engagement are exactly the same.
There is a simple acronym that professional advertisers use to make sure they aren’t wasting their time (or money). It is called AIDA.
If your posts aren’t getting likes and your ads aren’t getting clicks, you are likely failing at one of these four steps.
1. A = Attention (The Scroll Test)
We used to say you had four seconds to grab someone’s attention. Today, studies suggest online viewing time is even less.
As people scroll through their feeds faster and faster, your window of opportunity is shrinking. You have to stop the scroll.
Three ways to do it:
- A Catchy Image: We are a visual species, so content with images is generally more effective and keeps attention longer than text alone.
- Show the Price (If Selling): If you have a great offer, do not hide it. Price is a huge trigger that can entice a consumer to stop and look immediately.
- Simple Text: Don’t clutter the photo. A good creative has a strong, easy-to-comprehend message that tells the viewer what they need to know at a glance.
2. I = Interest (The First Sentence)
Once you have their eyes, you need to keep their brain. This all comes down to your first sentence (your headline or the first line of your caption).
If the first sentence is boring, they won’t read the second one.
How to do it:
- Spark Curiosity: We all have it. Strike at it. Curiosity is often the only motivation a consumer needs to keep reading. Make them ask “What if…?”.
- Answer the Selfish Question: Ultimately, you must answer, “What’s in it for me?” Don’t just list features; show them the benefit to their life.
3. D = Desire (The “Want” Factor)
Interest is logical; desire is emotional. You need to make your offer—or your content—irresistible.
This is where you increase the “want factor”. It could be a discount (Price), a promise of higher status (Luxury), or the feeling of safety (Emotion). You are moving them from “That sounds nice” to “I need that right now.”
The Test: Is there a reason for them to want this today?
4. A = Action (The Close)
This is where most businesses drop the ball. You must explicitly invite the reader to do something.
There is a famous line from the movie Glengarry Glen Ross: “Always be closing.”
- For Paid Ads: Tell them to “Buy Now,” “Sign Up,” or “Get Offer.”
- For Organic Posts: Tell them to “Share this,” “Tag a friend,” or “Click the link in our bio.”
If you don’t ask people to take action, they won’t.
Your Homework for the Week: Before you write your next post or ad, run it through the AIDA checklist.
- Does the image or price stop the Scroll?
- Does the first sentence strike Curiosity?
- Did you ask for the Action?
- Does it create Desire?
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