How to Write a Selling Post
A great question from a reader brings us to the age-old AIDA formula, which has been proven over centuries to create any effective selling post.
- Attention Purpose: Capturing attention is the primary job of the headline and visual elements. A headline rich in meaning must grab attention to ensure your post gets read. The same goes for images or videos, which should be decided after the text is ready. This is the most critical part of the post because if you fail to grab attention in the first few lines, no one will read your excellent offer. Techniques for Headlines: In commercial content, three approaches work well: Addressing the customer’s problem. Responding to the customer’s question. Countering the customer’s objection.
- Interest Purpose: Once you've captured attention, the first part of the text should keep the reader engaged enough to read further to reach the offer. Use details, emotions, or anything else to keep the reader hooked. This part is the warm-up before the sale.
- Desire Purpose: This is where you present your offer, selling the product through the benefits for the customer. Talk about the results the customer desires and include an attractive offer and the advantages of your company. If you are running a promotion, ensure to include a limited-time offer to motivate immediate purchase. Elements: Benefits and results the customer wants. Attractive offer details. Company advantages. Limited-time offer to create urgency.
- Action Purpose: A clear call to action is crucial, specifying what you want the customer to do—ideally one clear, specific action. Most people will take only one targeted action after reading the post, so choose wisely—whether it’s subscribing, liking, sharing, commenting, messaging directly, clicking a link, filling out a form, watching your stories, or writing a post. Examples: "Subscribe to our newsletter now!" "Like and share this post!" "Leave a comment below!" "Send us a direct message for more info!" "Click the link to learn more!"
Flexibility of the AIDA Formula
Some say this formula is unchangeable, but that’s not true. Depending on the product, platform, and audience, these parts can be rearranged or even omitted. Here are some variations:
- Direct to Offer: If the audience is already warmed up, you can go straight to the offer and call to action, then warm up the interest. You can repeat the call to action at the beginning and end of the post.
- Concise Selling: You can sell in one sentence, including both the offer and the call to action.
- Series of Posts: Break down the formula into a series of posts, a common approach in the information business.
A selling post cannot exist without an offer and a call to action. These define what you are selling and how the customer can buy it.
The most important preliminary step is to understand your target audience. This knowledge helps you to grab attention, build interest, and sell through the benefits to the customer (not just product features). Once you know your audience, you can effectively use the AIDA formula.
By structuring your content using the AIDA formula, you can create compelling selling posts that capture attention, build interest, generate desire, and drive action. Remember, while the formula can be flexible, the offer and call to action are indispensable. Understanding your audience and tailoring your message to their needs will ensure your content is effective and engaging. In the next chapter, we will explore additional strategies to enhance your content marketing efforts and ensure sustained growth.
