AIDA: Attention-Interest-Desire-Action

Inspiring Action with Your Writing

"Free gift inside!"

"Dear Jim, You have been specially selected."
"Calling all Parents."

Every day we're bombarded with headlines like these that are designed to grab our
attention. In a world full of advertising and information - delivered in all sorts of media
from print to websites, billboards to radio, and TV to text messages - every message has
to work extremely hard to get noticed.

And it's not just advertising messages that have to work hard; every report you write,
presentation you deliver, or email you send is competing for your audience's attention.

As the world of advertising becomes more and more competitive, advertising becomes
more and more sophisticated. Yet the basic principles behind advertising copy remain -
that it must attract attention and persuade someone to take action. And this idea remains
true simply because human nature doesn't really change. Sure, we become increasingly
discerning, but to persuade people to do something, you still need to grab their attention,
interest them in how your product or service can help them, and then persuade them to
take the action you want them to take, such as buying your product or visiting your
website.

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs
attention. The acronym stands for:

• Attention (or Attract)

• Interest
• Desire
• Action.

These are the four steps you need to take your audience through if you want them to buy
your product or visit your website, or indeed to take on board the messages in your
report.

A slightly more sophisticated version of this is AIDCA/AIDEA,

which includes an additional step of Conviction/Evidence between
Desire and Action. People are so cynical about advertising messages
that coherent evidence may be needed if anyone is going to act!
How to Use the Tool:

Use the AIDCA approach when you write a piece of text that has the ultimate objective
of getting others to take action. The elements of the acronym are as follows:

1. Attention/Attract
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.

With most office workers suffering from e-mail overload, action-seeking e-mails need
subject lines that will encourage recipients to open them and read the contents. For
example, to encourage people to attend a company training session on giving feedback,
the email headline, "How effective is YOUR feedback?" is more likely to grab attention
than the purely factual one of, "This week's seminar on feedback".

2. Interest
This is one of the most challenging stages: You've got the attention of a chunk of your
target audience, but can you engage with them enough so that 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.

For more information on understanding your target audience's interests and expectations,
and the context of your message, read our article on the Rhetorical Triangle.

3. Desire
The Interest and Desire parts of AIDA 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..

So, rather than simply saying "Our lunchtime seminar will teach you feedback skills",
explain to the audience what's in it for them: "Get what you need from other people, and
save time and frustration, by learning how to give them good feedback."

Feature and Benefits (FAB)

A good way of building the reader's desire for your offering is to link
features and benefits. Hopefully, the significant features of your
offering have been designed to give a specific benefit to members of
your target market.
When it comes to the marketing copy, it's important that you don't
forget those benefits at this stage. When you describe your offering,
don't just give the facts and features, and expect the audience to work
out the benefits for themselves: Tell them the benefits clearly to
create that interest and desire.

Example: "This laptop case is made of aluminum," describes a

feature, and leaves the audience thinking "So what?" Persuade the
audience by adding the benefits ".giving a stylish look, that's kinder
to your back and shoulders".

You may want to take this further by appealing to people's deeper

drives "...giving effortless portability and a sleek appearance and that
will be the envy of your friends and co-workers."

4. Conviction
As hardened consumers, we tend to be skeptical about marketing claims. It's no longer
enough simply to say that a book is a bestseller, for example, but readers will take notice
if you state (accurately, of course!), that the book has been in the New York Times
Bestseller List for 10 weeks, for example. So try to use hard data where it's available.
When you haven't got the hard data, yet the product offering is sufficiently important,
consider generating some data, for example, by commissioning a survey.

5. Action
Finally, be very clear about what action you want your readers to take; for example,
"Visit www.mindtools.com now for more information" rather than just leaving people to
work out what to do for themselves.

Q2

Effective communication is all about conveying your messages to other people clearly
and unambiguously. It's also about receiving information that others are sending to you,
with as little distortion as possible.

Doing this involves effort from both the sender of the message and the receiver. And it's a
process that can be fraught with error, with messages muddled by the sender, or
misinterpreted by the recipient. When this isn't detected, it can cause tremendous
confusion, wasted effort and missed opportunity.

In fact, communication is only successful when both the sender and the receiver
understand the same information as a result of the communication.

By successfully getting your message across, you convey your thoughts and ideas
effectively. When not successful, the thoughts and ideas that you actually send do not
necessarily reflect what you think, causing a communications breakdown and creating
roadblocks that stand in the way of your goals – both personally and professionally.

In a recent survey of recruiters from companies with more than 50,000 employees,
communication skills were cited as the single more important decisive factor in choosing
managers. The survey, conducted by the University of Pittsburgh’s Katz Business School,
points out that communication skills, including written and oral presentations, as well as
an ability to work with others, are the main factor contributing to job success.

In spite of the increasing importance placed on communication skills, many individuals

continue to struggle, unable to communicate their thoughts and ideas effectively –
whether in verbal or written format. This inability makes it nearly impossible for them to
compete effectively in the workplace, and stands in the way of career progression.

Being able to communicate effectively is therefore essential if you want to build a

successful career. To do this, you must understand what your message is, what audience
you are sending it to, and how it will be perceived. You must also weigh-in the
circumstances surrounding your communications, such as situational and cultural context.

Communications Skills – The Importance of Removing Barriers

Problems with communication can pop-up at every stage of the communication process
(which consists of the sender, encoding, the channel, decoding, the receiver, feedback
and the context – see the diagram below). At each stage, there is the potential for
misunderstanding and confusion.

To be an effective communicator and to get your point across without misunderstanding

and confusion, your goal should be to lessen the frequency of problems at each stage of
this process, with clear, concise, accurate, well-planned communications. We follow the
process through below:
Source...

As the source of the message, you need to be clear about why you're communicating, and
what you want to communicate. You also need to be confident that the information you're
communicating is useful and accurate.

Message...

The message is the information that you want to communicate.

Encoding...

This is the process of transferring the information you want to communicate into a form
that can be sent and correctly decoded at the other end. Your success in encoding depends
partly on your ability to convey information clearly and simply, but also on your ability
to anticipate and eliminate sources of confusion (for example, cultural issues, mistaken
assumptions, and missing information.)

A key part of this is knowing your audience: Failure to understand who you are
communicating with will result in delivering messages that are misunderstood.

Channel...

Messages are conveyed through channels, with verbal channels including face-to-face
meetings, telephone and videoconferencing; and written channels including letters,
emails, memos and reports.

Different channels have different strengths and weaknesses. For example, it's not
particularly effective to give a long list of directions verbally, while you'll quickly cause
problems if you give someone negative feedback using email.

Decoding...

Just as successful encoding is a skill, so is successful decoding (involving, for example,

taking the time to read a message carefully, or listen actively to it.) Just as confusion can
arise from errors in encoding, it can also arise from decoding errors. This is particularly
the case if the decoder doesn't have enough knowledge to understand the message.

Receiver...

Your message is delivered to individual members of your audience. No doubt, you have
in mind the actions or reactions you hope your message will get from this audience. Keep
in mind, though, that each of these individuals enters into the communication process
with ideas and feelings that will undoubtedly influence their understanding of your
message, and their response. To be a successful communicator, you should consider these
before delivering your message, and act appropriately.

Feedback...

Your audience will provide you with feedback, as verbal and nonverbal reactions to your
communicated message. Pay close attention to this feedback, as it is the only thing that
can give you confidence that your audience has understood your message. If you find that
there has been a misunderstanding, at least you have the opportunity to send the message
a second time.

Context...

The situation in which your message is delivered is the context. This may include the
surrounding environment or broader culture (corporate culture, international cultures, and
so on).

Removing Barriers at All These Stages

To bring your messages successfully, you must place to breaking down the barriers that
exist within each of these stages of the communication process.

Let’s begin with the message itself. If your message is too lengthy, disorganized, or
contains errors, you can expect the message to be misunderstood and misinterpreted. Use
of poor verbal and body language can also confuse the message.

Barriers in context tend to stem from senders offering too much information too fast.
When in doubt here, less is oftentimes more. It is best to be mindful of the demands on
other people’s time, especially in today’s ultra-busy society.

Once you understand this, you need to work to understand your audience’s culture,
making sure you can converse and deliver your message to people of different
backgrounds and cultures within your own organization, in your country and even
abroad.

The first skill that you'll learn in this communications skills section of MindTools.com is
'How to Make a Great First Impression": This is essential if you're going to have the
chance to communicate your message. To read this, click 'Next article' below. Other
relevant destinations are shown in the "Extension Resources" list underneath

Q5
A:
 Communication
“Any act by which one person gives to or receives from another person information about
that person’s needs, desires, perceptions, knowledge, or affective states. Communication
may be intentional or unintentional, it may involve conventional or unconventional
signals, may take linguistic or non-linguistic forms, and may occur through spoken or
other modes.”

Or in simple words;

Communication is the exchange of ideas, opinions and information through written or

spoken words, symbols or actions.

Communication is a dialogue, not a monologue. In fact, communication is more

concerned with a dual listening process. For communication to be effective, the message
must mean the same thing to both the sender and the receiver.

Business Communication
Business Communication is any communication used to promote a product, service, or
organization - with the objective of making sale.

In business communication, message is conveyed through various channels of

communication including internet, print (publications), radio, television, outdoor, and
word of mouth.

In business, communication is considered core among business, interpersonal skills and

etiquette.

Historical Background

Thousands years ago, people use to communicate orally. Greeks use a phonetic alphabet
written from left to right. After that, many books appeared on written communication
principles. In a result of this, Greek started her very first library.

When communism was ruling China, communication had become the biggest challenge
within the vast government as well as between government and people. 1st in China and
then in Rome postal service was launched. After that paper and printing press was
invented in china that made communication easier.

Hence, today’s principles of communications are founded on a mixture of ancient oral

and written traditions.

Organization
The arrangements between individuals and groups in human society that structure
relationships and activities (Business, Political, Religious or social).

In other words,

A group of people identified by shared interests or purpose, for example, a “Bank”.

Lifeblood of an Organization

Communication is the lifeblood of an organization. If we could somehow remove

communication flows from an organization, we would not have an organization.

It is needed for:

• Exchanging information
• Exchanging options
• Making plans and proposals
• Reaching agreement
• Executing decisions
• Sending and fulfilling orders
• Conducting sales

When communication stops, organized activity ceases to exist. Individual uncoordinated

activity returns in an organization. So, Communication in an organization, is as vital as
blood for life.

Types of Business Communication

There are two types of business communication in an organization:

1. Internal Communication
2. External Communication

Internal Communication

Communication within an organization is called “Internal Communication”.

It includes all communication within an organization. It may be informal or a

formal function or department providing communication in various forms to
employees.

Effective internal communication is a vital mean of addressing organizational

concerns. Good communication may help to increase job satisfaction, safety,
productivity, and profits and decrease grievances and turnover.
Under Internal Business Communication types there come;

a) Upward Communication
b) Downward Communication
c) Horizontal/Literal communication

a) Upward Communication

Upward communication is the flow of information from subordinates to superiors,

or from employees to management. Without upward communication,
management works in a vacuum, not knowing if messages have been received
properly, or if other problems exist in the organization.

By definition, communication is a two-way affair. Yet for effective two-way

organizational communication to occur, it must begin from the bottom.

Upward Communication is a mean for staff to:

o Exchange information
o Offer ideas
o Express enthusiasm
o Achieve job satisfaction
o Provide feedback

b) Downward Communication

Information flowing from the top of the organizational management hierarchy and
telling people in the organization what is important (mission) and what is valued
(policies).

Downward communication generally provides enabling information - which

allows a subordinate to do something.

e.g.: Instructions on how to do a task.

Downward communication comes after upward communications have been
successfully established. This type of communication is needed in an organization
to:

o Transmit vital information

o Give instructions
o Encourage 2-way discussion
o Announce decisions
o Seek cooperation
o Provide motivation
o Boost morale
o Increase efficiency
o Obtain feedback

Both Downward & Upward Communications are collectively called “Vertical

Communication”

c) Horizontal/Literal communication

Horizontal communication normally involves coordinating information, and

allows people with the same or similar rank in an organization to cooperate or
collaborate. Communication among employees at the same level is crucial for the
accomplishment of work.Horizontal Communication is essential for:

o Solving problems
o Accomplishing tasks
o Improving teamwork
o Building goodwill
o Boosting efficiency
External Communication

Communication with people outside the company is called “external

communication”. Supervisors communicate with sources outside the organization,
such as vendors and customers.
It leads to better;

o Sales volume
o Public credibility
o Operational efficiency
o Company profits

It should improve

o Overall performancee
o Public goodwill
o Corporate image

Ultimately, it helps to achieve

o Organizational goals
o Customer satisfaction
Roll of information technology in business

Information technology (IT) refers to the management and use of information using
computer-based tools. It includes acquiring, processing, storing, and distributing
information. Most commonly it is a term used to refer to business applications of
computer technology, rather than scientific applications. The term is used broadly in
business to refer to anything that ties into the use of computers.

Mostly businesses today create data that can be stored and processed on computers.
In some cases the data must be input to computers using devices such as keyboards
and scanners. In other cases the data might be created electronically and
automatically stored in computers.

Small businesses generally need to purchase software packages, and may need to
contract with IT businesses that provide services such as hosting, marketing web
sites and maintaining networks. However, larger companies can consider having
their own IT staffs to develop software, and otherwise handle IT needs in-house. For
instance, businesses working with the federal government are likely to need to
comply with requirements relating to making information accessible.

The constant upgrade in information technology, along with increasing global

competition, is adding difficulty and hesitation of several orders of scale to the
business and trade. One of the most widely discussed areas in recent business
literature is that of new organizational network structures that hold survival and
growth in an environment of growing complexity.
Effective implementation of information technology would decrease liability by
reducing the cost of expected failures and increase flexibility by reducing the cost of
adjustment. The businesses reaction to the environment remains to be the vital
determinant for its effectiveness. The capabilities and flexibilities of computer-
communication systems make them gradually more appropriate to businesses by
being able to respond to any specific information or communication requirement.

Information Technology is having impact on all trade industries and businesses, in

service as well as in manufacturing. It is affecting workers at all levels of
organizations, from the executives to middle management and clerks. Information
technology is increasingly becoming a basic factor of all types of technologies such
as craft, engineering, routine, and non-routine.

The advances in Information Technology would result in remarkable decline in the

costs of synchronization that would lead to new, concentrated business structures. It
enables the business to respond to the new and urgent competitive forces by
providing effective management of interdependence.

In the near future businesses would be facing a lack and a redundancy of information
called information glut. To solve the information-glut companies will need to
introduce methods for selective thinning out of information. Improvements in
telecommunications will make it easier to control business units dispersed over
different parts of the world. Advances in telecommunications, would result in
increased distance-communication. Indirect communication would be preferred for
well-structured information for routine, preprogrammed and decision processes.

Q3

Planning steps for business message

There are six planning steps:

• Know the purpose of the message

• Visualize your reader or listener
• Choose the ideas to transmit
• Get all the facts to backup these ideas
• Organize your ideas in the most effective order
• Revise and proofread

Know the purpose :

You must know why you should write and what should be written . The purpose
may be sale , good will , request , inquiry or refusal etc.

Visualize your reader or listener :

It is better for the sender to understand the receiver. You should know his
background , qualification , education , position , status in the company , desire ,
expectations , problems , circumstances and possible reactions to your request.
Also he/she is superior , subordinate , laborer , professional or technical person ,
colleague , single or married , man or woman , young or old , new or long time
customer .

Choose the ideas :

It depends upon the type of message . Before working jot down the points to be
covered in communication , and then bring them in order of importance and
urgency .

Get all the facts:

To explain facts and figures , visual aids may be utilized , augmenting the
communication.

Organize ideas :

Once the ideas have been jotted down , they should be properly arranged and
organized . Failing to organize will fail the objectives of the message .

Revise and proofread :

Short communications are easy to transmit or dictate without revising or

proofreading them . The reason is to ensure that the message fulfills the
principles of communication