Having a wide array of tools at your disposal is a great strategy as a presenter. We know there’s no one-size-fits-all formula that will work for everyone. However, the more you try new approaches, the more likely you’ll find one that fits your preparation method best. Today we’re introducing you to the AIDA Framework, which could prove very useful in preventing long, arduous content-creating sessions while still getting results.
The AIDA framework was created to help write conversion or product-led content. While it’s often used for formulating call-to-action statements, it can also be utilized to generate interest in audiences of all types and volumes. It also can work at any stage of content creation whether you’re writing a new business proposal, giving an internal presentation, or pitching a new version of an existing product. Let’s dive in!
AIDA Framework Explained
AIDA is an acronym that stands for Attention, Interest, Desire, and Action. It is intentionally in this order to help you think through these items in progression as you curate your messaging. We’re going to break down for you each of these items and give you a brief overview of how they may be utilized in your presentation. However, feel free to think beyond your presentation at hand with this framework. Sometimes when writing copy for a deck, you end up with evergreen content that can be applied to many other messaging applications throughout your business. Think about this exercise as something that can help you far beyond just your upcoming pitch deck.
Attention
Headlines are important. We encounter business decks every day that waste valued real estate with a headline like, “By the Numbers”. Yes, that example may clearly state what someone will see when they continue down the page, but what if that headline had a staggering statistic in it instead. Something like “80% Saw Improvement in Just 3 Weeks”. Don’t make your audience do all the work. Catchy headlines are a surefire way to help your audience lean into what you’re saying. This first item in the AIDA framework should get your listeners on board, filling them with intrigue. Allow your headlines to work for you instead of against you. Don’t give anyone a reason to tune you out. Finally, make your headlines personal. If they appeal to your target demographic directly, you’ll see compounding results in no time.
Interest
Your attention-grabbing headlines alone unfortunately cannot carry your entire presentation. While they’re a great start, you need to give your listeners a return on their investment. They become invested in the headlines, and then expect that the rest of the slide delivers on the intrigue it sparked. This is the second step of the AIDA framework. Giving your audience practical content that they can easily digest is invaluable. No one likes to feel like their time is being wasted, or that information is over their head. Delight your audience with the data they expect, the answers they crave, and the resolution that they came for.
Desire
Conversion-level content speaks directly to a product’s benefits and features. Don’t make your audience guess how your product will make their life better. For the third step in the AIDA framework, spell out their desire for them. Create a deep sense of want for the solution your product provides. This can be done quickly and easily with social proof, use cases, case stories, and the like. Your audience not only wants to be convinced by you, but they also want to be convinced by peers, and even competitors. Be sure to give them confidence in your product by introducing them to the difference it has made for others.
Action
Your call to action is arguably the most important part of your presentation. Ensure that you fully commit to this step of the AIDA framework. Stories, emotions, and even fear of missing out (FOMO) can drive your audience to action. But nothing drives a sale like a deadline. Invoking a time-sensitive CTA helps your audience make a timely decision. Guide your audience by boldly daring them to give your product, service, or method a try. After all, this is your presentation! Don’t be afraid to strategically utilize the spotlight.
Taking time to strategize your content goes a long way in preparing yourself well for presentation day. To become the best presenter you can be, it’s vital to arm yourself with multiple strategies from which to curate your messaging. AIDA is just one of many frameworks that can prove helpful if used correctly. Find what works best for you, and diligently pursue the richest way to deliver your story. Time is valuable. Invest more time now while developing your evergreen content, and you’ll have more time to focus on logistics moving forward.
Need even more time? Let us take your deck from here! We work with companies that have their messaging completely solidified as well as companies that are still figuring it out. Allow us to help you answer some of your burning questions about the best angle to approach your pitch. Reach out today for a free quote!
