Tag Archives: change your words change your world

How To Structure Your Content

A I D C A

If you’ve ever done any marketing training, you might be familiar with the AIDA principle. For the web there’s one extra step. So A is for Attention, I is for Interest, D for Desire. C stands for conviction and A is the final Action.

Attention

We’ll start with A, Attention. How do you get someone’s attention, generally? Usually by telling them something that piques their curiosity, pushes their buttons or appeals to their self-interest in some way. If I whispered to you on the subway that I’d discovered the secret of eternal life, my guess is you’d want to know more.  Or at the very least you’d be intrigued by my weirdness! The best way to get attention with the written word is by using headlines. Your headline is really an opportunity to tantalise people into reading more by creating an emotional reaction. That’s the only job it has to do. And there are plenty of ways to do that. We’ll be talking more about that in next month’s feature.

Interest

OK, so the next step is to build on that interest and move them into your body copy. Think about the basic human needs for shelter, safety, money, love, nourishment, achievement and sex. Most of us want all or some of these needs met on a regular basis. Your Interest statement needs to address these needs. So if the product can save money, specifically mention how much. If it will make their family safer, explain how. It helps to focus on the main benefit.

Desire

Right so now we’ve got their attention and engaged their interest, the next step is to stoke up some desire. This is where you pull out all the stops. Paint a picture for your reader which evokes a life made infinitely richer, easier or more pleasurable once they have availed themselves of your product or service. Tell them how people just like them are already enjoying the benefits. Awaken their desire to be more successful, more beautiful, more gifted or luckier than any of their peers. And then make your offer sound unmissable by limiting its supply through use of a deadline or exclusive deal. We all like to feel that we’re getting extra special treatment and that we’re not missing out – that’s just good old human nature.

In this section of your copy you’ll need to give your reader all the details they’ll need to make a buying decision. Remember we make buying decisions with our feelings, not our intellects, though we might use reason to rationalise those emotional decisions after the event.

Conviction

Moving onto the fourth part of our web page structure then, the C, which stands for conviction. This is where you need to provide social proof in the form of testimonials, statistics and any positive PR or press coverage you’ve received. It’s also where you can address and overcome any objections your customer is likely to have.

Action

By now your prospect should be feeling really hungry for a transaction. What could possibly go wrong? The fifth part I want to talk about is the call to action, or put simply where you tell them to buy now, with urgency. And it’s where most web copy falls flat on its face.

If you’ve written your copy or presented your content in a structured way, you need to follow right through to the finish. This is where the energy needs to be ramped up! Sometimes it helps to write this piece of your content first. What do you want them to do as a result of engaging with your content? People expect to be reminded of the benefits and be told exactly what to do next. Don’t disappoint them! And if you can end on a note of inspiration, do so. If you’ve watched The Power of Words, you’ll notice that the part of the message that really hits home after you’ve read the sign is ‘change your words, change your world’ which transitions into Purplefeather’s logo and web address. It evokes emotion, and reminds you what you can do with a strong call to action.

Hopefully this post has given you some more helpful tips on conversion and there’ll be many more to come over the year. What do you think? Love to hear your comments.

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I Can Do It!

Last Saturday, Andrea spoke at Hay House UK’s event I Can Do It!

We’d like to say a huge thank you to everyone who attended the event, as well as everyone who came along to the signing of Change Your Words, Change Your World.

It was wonderful connecting with you all and we hope to meet more of you at the next one!

Photos from the event are available on the Purplefeather Facebook page – take a look.

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Top 3 Ways to Make Your Message Stand Out

Have you only begun to scratch the surface of your potential? Are you struggling, but determined, to bridge the gap between your aspirations and your real life experience?

Coaching business strategist Karen Footman has put together School for Heroines – an impressive live online masterclass – starting next week!
As part of School for Heroines, Andrea will be hosting her own webinar.
This free event is being delivered by top coaches & ‘real world’ business women like Purplefeather’s Andrea Gardner, and you are invited to take part!
Join in Andrea’s Master Class: 
Change Your Words: Change Your World
How to Distill Your Message & Communicate it
on Tuesday 18th September 12.30pm BST
We’ll be covering:
  1. The top three ways to make your message stand out
  2. Know what to watch out for & learn how to stop sabotaging yourself
  3. Strategies that will change your results by changing your words today
  4. Plus: a live Q & A – your chance to have your questions answered!
Find out more now by clicking here: http://schoolforheroines.com/websummit

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Win Tickets to I Can Do It!

Win a pair of tickets to I Can Do It Scotland!

Next month, Andrea Gardner will be speaking at this event – dubbed The Greatest Mind, Body and Spirit Event in the World – alongside luminaries such as Louise Hay and Wayne Dyer.

This popular life-changing weekend takes place in cities around the world every year. This is the first year that dates have been added in Glasgow, Scotland on September 15th and 16th.  To book your spot, visit the Hay House website. Or, if you’re feeling lucky, take this opportunity to win a pair of tickets to the Glasgow event!

All you have to do is …

  1. Watch our videos: The Power of Words, Change Your Words Change Your World, and The Red Balloon
  2.  Tell us which is your favourite character and why

To enter, leave your answer in the comment section below, along with a contact email address.

For a bonus entry, share the link to this post on Facebook or Twitter like so:
“Win a ticket to I Can Do It! with @HayHouseUK and @purplecontent! http://bit.ly/SbNIAK”

This competition is open until noon on Thursday 30 August. You must be available and able to travel to Glasgow on 15 and 16 September 2012. Winners will be contacted by 1 September.

Good luck!

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The Power of Words – The Red Balloon

Don’t be a balloon burster! Change Your Words, Change the World.

Our follow-up to The Power of Words is now live!

Please help us spread the word by subscribing, commenting, and sharing!

Discover how to rewrite your inner dialogue and find out more about Andrea Gardner’s books and courses at http://www.andreagardner.co.uk

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The Business of Writing International Summit

In less than a month, Purplefeather Director Andrea Gardner will be the Keynote Speaker at the Business of Writing International Summit!

The Summit is a conference for writers, and it is the first of its kind – dealing with the business, rather than the craft, of writing.

If you have not yet done so, check out the Summit website and, if you’re in the Kentucky area, join us for a very unique, first annual writers conference!

If you live elsewhere, we’d love it if you could help spread the work by sharing the link.

http://businessofwritingsummit.com

We look forward to seeing you at the conference for writers and authors who are serious about success!

Don’t forget to follow Purplefeather on Facebook and Twitter for updates.

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Change Your World with Andrea Gardner

roaming gnomeWe have been overwhelmed with kind words about Change Your Words, Change Your World, and we want to do something fun with you.

As both a thank you and a collaboration, we invite you to get involved in our new photo project!

One of our favourite films is Amélie. Remember how she sent her Dad’s garden gnome all around the world, sending pictures home in front of world famous landmarks and tourist spots?

We want to create a collage of all the wonderful places in the world that Change Your Words, Change Your World has reached. Show us your changed world!

Big thanks to Anastasia for giving us the idea! Here’s another example of a similar project.

All you have to do is take a photo of your copy of Change Your Words, Change Your World in front of a landmark in your city and post it on Andrea’s Facebook wall, link it to Andrea on Twitter, or email it to hello@purplefeather.co.uk

We look forward to seeing your photos!

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