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Use AIDA for Persuasive PowerPoint Presentations

It doesn’t matter whether you’re walking down the street or surfing the web, you just can’t escape advertising.

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Have you noticed that certain ads stick to you, while the rest just falls into obscurity? You can thank AIDA for that.

Now, you, too, can use this time-tested method to streamline your flow, to maximize, and sustain audience engagement with persuasive PowerPoint presentations.

AIDA is a helpful acronym and method that advertisers use to get the most of their campaigns and marketing materials. It breaks down the stages of a viewer’s stages of comprehension: Attention, Interest, Desire, and Action. It’s a highly versatile advertising method, helping copywriters find the most effective words and helping designers create the most suitable images.

Attention

Start by explaining who you are and what you do. Then, make the crowd lean forward and listen intently by:

  • Presenting a thought-provoking scenario the crowd can relate with
  • Initiating the lecture with a thought-provoking statistic or question
  • Incorporating humor into a short anecdote

Interest

Once you have their eyes and ears, explain what you can specifically do for your audience.

State your FAB—Features, Advantages, and Benefits—to differentiate your product or service from your competitors’. Highlight the niche you want to occupy and emphasize how you’ll fill it.

Desire

Build on your listeners’ interest and develop a craving for what you’re offering by appealing to their emotions. Explain what they will gain from what you’re offering them. Make them feel that what you have is essential for improving their lives, or that it results in greater sales.

Action

Now it’s time for your hard work to pay off.

Create a simple yet memorable call to action that persuades your listeners to come to your way of thinking. Include how they should proceed next. Remind them how they can contact you for more information, or how they can search for you if they have yet to decide.

Effectively communicating your message is the key to convincing your audience. However, putting all the information you have may not be enough to achieve this.

AIDA is a great method to maximize your time onstage and streamline your flow and delivery.

Next time you have an important opportunity, use this method to create a persuasive PowerPoint presentation that delivers optimal results.

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References

AIDA: Attention-Interest-Desire-Action: Inspiring Action with Your Writing.” Mind Tools. Accessed May 27, 2015.
AIDA.” Changing Minds. Accessed May 27, 2015.
Presentation Ideas from Ancient Greece: Pitching With Pathos.” SlideGenius, Inc. September 4, 2015.

Enhance Your Sales Presentations with the AIDA Method

Did your last sales presentation end with blank stares from the audience? If your answer is a loud and desperate ‘yes’, it’s time to consider a new strategy. Luckily, there’s a classic marketing trick that will help sustain audience engagement throughout your presentation. It’s called the AIDA method.

The AIDA method was first developed in 1898. It proves its longevity as it continues to provide an effective framework for marketing efforts. Utilize it for your next sales presentation.

What is AIDA?

AIDA is an acronym that stands for Attention, Interest, Desire, and Action. Basically, it serves as a framework for any type of content that aims to persuade, engage, and convert readers or viewers. For presentations, you start by grabbing the attention of your audience then move to building their interest.

When that’s done, you strive to make an emotional connection. This will eventually lead to positive response.

How exactly does AIDA work? Let’s break down each component of the method to see how it can improve your sales pitch:

A – Attention

Set up your presentation by introducing the problem your product or service can solve. Be creative with your approach. You can do it by describing a hypothetical scenario your audience can relate with. You can also start with shocking statistics. If you’re feeling brave, try integrating humor through a short anecdote. Another thing you can do is to ask your audience a thought-provoking question.

I – Interest

With your audience hooked, it’s time to dig a little bit deeper. Talk about the special features of your product or service. Provide them with information that’s backed by proof. If your product allows it, give your audience a short demonstration. This is your chance to impress your audience with case studies and facts gathered through research. The key is to build a strong case.

D – Desire

This step of the AIDA method is closely related to the previous one. After you sustain interest with hard facts, you have to generate a strong emotional connection. You want your audience to realize that you have the best solution to their problems. Continue explaining the features of your product or service, but frame the discussion in a way that’s a bit more personalized for your audience. Explain the advantages of your offer, and how that could benefit them. You can also show them a video of testimonials from relatable clients and customers.

A – Action

If you were able to sustain interest and create an emotional connection, the last step of the AIDA method will be easy to accomplish. After you’ve convinced your audience that your product/service is something they need, persuade them to take action. Take inspiration from advertisers who use a sense of urgency in their commercials. For your presentation, give the audience a call to action that’s straight to the point.

 

Reference

What Is AIDA?About.com Money. Accessed August 19, 2014.

 

Featured Image: Flazingo Photos via Flickr