Interest in A.I.D.A.
Yesterday I talked about A.I.D.A. and attention. As reference, A.I.D.A. stands for Attention, Interest, Desire, and Action. It’s a way of understanding a simple marketing model. In this blog posting I’ll focus on interest. The A.I.D.A. will make more sense as I push forward.
So, what is interest? What does it mean from a marketing point of view? I’ll answer those questions but first let me make an important point.
In reference to A.I.D.A. please remember that “interest” comes after attention. I will assume that we’ve already grabbed the attention of our reader or customer.
Recall that grabbing attention is critical but attention is easily broken. People don’t focus very well. Even small distractions break attention. To make matters worse, if you try too hard to grab someone’s attention you will turn them off.
In the previous posting on attention I provided you with some power words. Well, if you try too hard you’ll lose people quickly. It’s that simple. You have to strike a balance.
So, “interest” in A.I.D.A. is really about holding interesting or holding someone’s attention. It’s isn’t the initial act of capturing someone with sexy images and power words. That’s already done. You need to know how to keep people interested.
Let’s explore that for a moment. If you want to keep people interested you need to give them a good reason to stick with you and stay focused. You also need to occasionally boost their attention. This is why subheadlines work so well — you’re giving someone reasons to stick with you as they read down a page. Makes sense, right?
[Ed. Note: If you're looking for examples of great salescopy which uses A.I.D.A. and, in particular, attention boosters, don't miss the Simple PLR Club, The Simple Cash Blog, and PLR Exploitation. Very powerful stuff.]
There are other tricks to hold attention. For example, you can use psychological devices. That is, you can get the person invested in the page in several ways. You can use their name (if you have it). You can also add mini-surveys to a page, with radio buttons and checkboxes.
Think of attention this way. If you can get the person to interact with your web page, chances of keeping their attention is much higher. Don’t just hit people with images and great information — get them engaged.
This excitement drives interest. It can also boost attention if it’s starting to fade. But remember, don’t bombard a person with great stuff. Mix it up with boring but high value content, such as charts, images, statistics, and the like. Give people shortcuts along the way.
So, I’ve summarized the key ideas behind “interest” in the A.I.D.A. model. You should understand what it means but you should also feel pretty good about some of the new techniques you can use to improve your salescopy.
What is Google Chrome?
This is a blog posting about Google Chrome. To be very specific, I’m going to post every single blog entry, article, press release and link that I can find about Google’s Chrome web browser. I doubt that I can find everything but I’m going to try!
I’m mostly interested in how people are going to use Google Chrome as part of their online marketing. And, on a related topic, how good is the user experience (UX) of Chrome? Should we act now or wait until version 2 or even version 3? Let’s find out what people are saying about Chrome…
Google Chrome (BETA) for Windows — “Google Chrome is a browser that combines a minimal design with sophisticated technology to make the web faster, safer, and easier.”
The story behind Google Chrome (YouTube) — “Watch a video from the development team on the thinking and features behind Google Chrome.”
Google Chrome Explained — Comic book explanation of Google Chrome (by Scott McCloud); highly recommended
A fresh take on the browser — “Since we spend so much time online, we began seriously thinking about what kind of browser could exist if you started from scratch and built on the best elements out there. We realized that the web had evolved from mainly simple text pages to rich, interactive applications and that we needed to completely rethink the browser. What we really needed was not just a browser, but also a modern platform for web pages and applications, and that’s what we set out to build.” (related)
Google: Chrome Browser Will Make Money — “Google’s goals for its new Chrome Web browser are simple: Make the Web experience faster and, by extension, make more money for Google.”
Google’s New Chrome Browser Is Great — “I’ve got to say that I’m pretty impressed. I’ve been a dedicated Firefox user for years now, but Chrome has a few advantages over FF that I think a lot of people are going to appreciate.”
Google Chrome: Should You Convert? — “The speed and performance of Chrome are powerful draws and make me want to move in right now. Firefox, even in its third release, doesn’t often perform to my expectations, and it drives me crazy while I’m trying to work. At the same time, though, I’m not ready to give up my add-on power. I’ll keep Chrome on my system and will experiment with it over time, but for now, I’m holding out on a full switch until a more complete release — complete with the add-ons I need, too — is ready.”
Google 2.0 (WebWord, 2001) — “People using Microsoft’s Internet Explorer are now being redirected to Microsoft’s MSN when they make certain kinds of mistakes. This means that Microsoft is taking control of another part of the user experience. This article discusses how Google might be able to help users and solve a few other problems others along the way.”
Speed test: Google Chrome beats Firefox, IE, Safari — “Google introduced Chrome in part because it wants faster browsing and the richer Web applications that speed will unlock. So how does Chrome actually stack up?”
Google Chrome — “Google Chrome is an open source web browser developed by Google. It builds on components from other open source software, including WebKit and Mozilla. The name is derived from the graphical user interface frame, or “chrome”, of web browsers. The open source project behind Google Chrome is known as Chromium.”
Google Chrome (MetaFilter) — “Google, faced with concerns over Microsoft using it’s browser marketshare to marginalize the search engine, have decided to take the fight directly to them. Google Chrome is an open sourced browser based on the Webkit HTML engine, but adds a new Javascript engine, and some UI changes. To advertise it, they’ve enlisted Scott McCloud to make a comic showing the browser’s features. The release date is Wednesday, but watch this space.”
Get Ready for Google Chrome: New Open-Source Web Browser (Matt Cutts) — “I can’t wait to talk more about Google Chrome, but I’ll hold off until it officially launches. Once people can download Google Chrome, I plan to talk about my experiences using Google Chrome, to lay some truth on you about questions you might ask about Google Chrome, and to give some tips for power browsers.”
Google Chrome, Google Browser (Kottke)
Google’s Chrome Browser Challenges Microsoft’s IE8 — “Google said it is launching Chrome because the company believes it can add value for users and help drive innovation on the Web. Sundar Pichai, Google’s vice president of product management, and Linus Upson, Google’s engineering director, said the concept for Chrome stems from a discussion about what kind of browser could exist if they started from scratch and built on the best elements available.”
Why Google Chrome Really Matters — “Their success, like most success stories, is wedded to a fortuitous series of events: the price of computers and internet access dropping like a stone and the democratization of page creation and monetization. That’s a mouthful, for sure. Cheaper computers and easier, faster access made computing and creating pages within the grasp of more people.”
10 Thoughts on Google Chrome — “This is very OS-like - even down to imitating the Windows operating system Task Manager.”
How Google’s Simple Chrome Could Steer Web’s Complex Future: Analysis (Popular Mechanics) — “As the search giant pours open-source gasoline on the flames of a browser “war” and the next steps for cloud computing, is Google’s new software the sign of a digital transformation, or just smarter window on the Web?”
Obviously there are many more stories. I’ll continue to add more links and references here as time goes on, or I’ll post new blog entries for you on IMsimple.com (here’s our RSS feed).
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