The A.I.D.A Principle & Hierarchy Of Effects Model, Is It Really Useful?
For the most part, academic stuffs we come across at school seem wayyyyyyy to theoretical to be useful in real life.
At some point of time, i think we’ve all learnt about the ‘Hierarchy Of Effects Model’ as well as the ‘A.I.D.A Principle’. But how useful are they in real life? Aren’t they only useful in books? We only need to study them to get As in school duh!
Here’s where i got it all wrong and sorely underestimated the power of how these principles come into play when used in ad copywriting; especially in sales copywriting.
Here’s how it’s still relevant in 2k17 and beyond. People still use it up to today and most people respond to these ads.
Image Credit: wordstream.com
But before i move on to that, lets look at the average click through rates for Facebook Ads across the industry. Here’s what i found according to wordstream.com. It’s at 0.90%!
What’d you say???? I think i’d get my money’s worth paying for burgers than advertising with these ads.
Thing is, this data is not of representative of everyone who uses Facebook Ads. There are people who achieve much higher CTRs/Engagements using Facebook Ads.
There are a thousand and one ways to do it and i will only be scratching the surface today.
Personally, i have used the A.I.D.A Principle/Hierarchy Of in Facebook ads and have gotten up to 15% in CTR!
Click through rates like these are considered high as compared to the average CTR of ads online; at only 0.90%!
Definition: A.I.D.A Principle & Hierarchy of Effects Theory
Okay in order to keep this short and sweet, i’m going to leave a lot of definitions out.
For the Hierarchy of Effects Theory, it is created by Robert J Lavidge and Gary A Steiner in 1961, the hierarchy of effects model suggests six steps to consumer buying behaviour.
It describes the buying process, from Awareness, Knowledge, Liking, Preference, Conviction to Purchase.
A.I.D.A is an acronym that stands for Attention, Interest, Desire & Action. It similarly describes the steps/stages that occur from the time when the product becomes aware to the consumer through to when the consumer trials/purchases it.
This whole ‘sales funnel’ looks extremely familiar doesn’t it?
Awareness to consideration to conversion. It is even used in the objectives section of the Facebook Ad manager.
A.I.D.A: Facebook Ads Analysis
Now moving on to the meat and potatoes. How exactly is this formula used in successful ads? Here’s how.
The first element of the formula is Attention. In the first line of every ad, we would want to call out our target audience. In this example, it would be “Calling All Mummies Who Want To Give Their Little Ones The Best!”
Here’s another example for an ad from a marketing agency. “One of the big secrets to massive growth in your education business…”
While trying to grasp the attention of their target audience, they combined the element of curiosity along with it.
The reason we would want to do this is because no matter how micro-targeted your core targeting may be in your Facebook Ads manager, we are likely not reaching the right people all the time.
Writing a attention grabbing sentence in the first line ensures that you are grabbing the attention of your intended target audience.
The second element would be Interest. How do we generate interest? In this example/case, they did it by means of social proof. Social proof is the ‘poor man’s’ way of getting endorsements from people rather than celebrities.
The third element Desire is created here by means of informing their target audience of the direct health benefits for their children.
Other than health benefits, educational value or monetary gains are some of the other examples of how advertisers using Facebook Ads can generate desire.
Usually people create a listicles/checklists to make it much more readable and digestible.
Lastly, Action is as literal as it is. Basically, if people took their time to read the above 3 elements, more often than not, they are interested in what you have to offer.
All that’s left to do is to seal the deal and ask the reader to click on the like button/sign up button though a sign up link.
Alright! That’s all for now on sales copywriting for Facebook Ads.
Till next time.