Using AIDA to Write Effective Ads

Last Week's Tip in case you missed it.

Remember AIDA. It's not the opera, it's an acronym for Attention, Interest, Desire and Action, and the basis for all ad writing, well, effective ad writing.. Using the AIDA-ad-writing system, you can create more interest in your property, but only from those who might be tempted to rent it. Most important, it will get most people, not just the ones you want to call you, actually to read it. The more people read your ad, the more likely it is that the right applicant will call you.

Give me an A (Attention)

First you want to attract the reader's attention. That means you use an attention-getting headline. "2 Bedroom, $775" doesn't do it, unless a two-bedroom unit for $775 is inexpensive where you are. Even then, putting the $775 first would be a better approach. You'll have to be a little more creative than that. Try something such as "prime property," "Lap of Luxury," or "You've Made It!" Those make an ad stand out from the others.

Give me an I (Interest) and a D (Desire)

Second, Interest and Desire. After you've stopped their eyes, you have to give them something to read about. Combine that with creating Desire. Appeal to their emotions. People want comfort, security, to feel important and lots of other such things. Use them in your ad. "Peaceful neighborhood of quality homes" sends the message of a decent place to live. "You can see forever from this fantastic balcony" aims at the folks who would love a view. "Sunsets by the pool" could be kind of romantic. "Play golf every day at the course next door" would certainly attract the avid golfer. Put the reader in the picture.

Give me another A (Action)

Third, Action. Don't let up now. Tell the reader of the ad what you want him or her to do. Always say "Call 123-4567" rather than just the phone number, or Drive by 1234 Main St. then call us.. For some reason telling people specifically what you want them to do, such as to call, makes them more likely to do it. Now add, "but hurry!" That implies that there has been a lot of interest in the property. And since 80 percent of people buy because of fear of loss, that gives them a little more energy to get right on it. Of course, you want them to hurry because you want the place rented. But only the most cynical of tenant would think of that.

What to do now

Look at the ads you have written either online or for the newspaper and see what you can do to jazz them up a little.