In this post I’m going to expand on the common A-I-D-A formula and delve into real world examples of successful ads from a few top agents.
A-I-D-A is an acronym for…Attention Interest Desire Action
Attention – In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next.
Interest – This is one of the most challenging stages in the AIDA model: You’ve got the attention of your target audience, but can you engage with them so they’ll want to spend their precious time understanding your message in more detail?
Gaining the reader’s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.
Desire – The Interest and Desire parts of the AIDA model go hand-in-hand: As you’re building the reader’s interest, you also need to help them understand how what you’re offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants.
Those who fear it, vehemently oppose it. Those who embrace it, are some of the biggest agents in the business.
Brian Buffini has built his career teaching people to avoid it. Mike Ferry, my father, is villainized for teaching it.
It’s controversial. What is it?
I started teaching people how to prospect in 1993, and built my career on helping people learn the skills necessary to be successful to use prospecting to build their business. Yet after teaching thousands of agents the techniques, scripts, dialogues, closes, and systems for prospecting… few ever did it and even fewer still made it pay.In 1999 I had a flash of insight! An awakening of sorts.
“The only difference between the successful prospector and unsuccessful prospector was their mindset.”
Same skills. Same calls. Same scripts. Yet the better mindset wins every time.
At first it didn’t make any sense to me. It took me years to fully understand it. In the end it became so obvious that mindset is the one change that changes everything, that I took my focus off of techniques altogether and started teaching mindset full time.
Is prospecting only for the fearless or can anyone do it?
The answer to that question is both simple and complex. The simple answer is yes, anyone can do it. The complex answer is that you must develop a mindset that is aligned with prospecting.
Let me see if I can help you [...]