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