Update: We celebrate our Independence Day in the USA this Saturday. I'll be at a friend's home with backyard canyon views all the way to the coast. I'll also be treated to homemade Mexican food before the night's fireworks extravaganza.

This is also a good time to reflect on your progress. Half the year has gone. One half left. Spend a moment to ask yourself, "Am I truly where I want to be?"

Feature Article: Boost Your Marketing with AIDA

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The Moral of the Story...

About ten years ago my buddy and I came back from a long trip. The Marin Airporter dropped us off at their office parking lot in Greenbrae, right across from the Larkspur Ferry Terminal. We loaded up my car and then looked at each other as if a bright light bulb just switched on right above our heads.

If I would drive over the few feet of landscaping I'd reach the sidewalk and then onto the street for the quick getaway. Then I wouldn't have to pay for the nine-day parking charges. We decided to scope out the entire lot to see if anyone was around and to locate an even more suitable spot to exit.

We walked past nearby business offices and behind shops planning an alternate exit route. Then a police cruiser stopped us in our tracks. And because it was nighttime, two other patrol cars came from nowhere to show their strength.

The officers asked for our drivers' licenses. We had clean records. Then they asked why we were walking around the area this late.

Being of my impeccable character, high integrity and sound morals I did the only thing I knew to do...

I lied.

I told the officer my car's carburator had flooded and we were waiting for the fumes to evaporate. They were relieved. And so were we.

The moral of the story:

To get out of a tight jam — inventing the truth never fails.

Boost Your Marketing with AIDA

Dear Associate,

Many of my friends and colleagues send me offers to join, be invited to, or donate for a certain cause, function or event. Most of the time I have no interest. Not because I think their offer is a bad one — but because they haven't put in the work to make it interesting.

You've probably had the same kind of offers...

Those constant e-mails asking you to be added as a friend, and vice-versa to their social network. How about all those entertaining events that are commingled with a fundraiser? Maybe it's a seminar or workshop outside your industry that may or may not benefit you.

Whatever the case may be, if their invitation doesn't peak your interest, most likely you'll disregard it. As I have in many cases. And what's worse is they send you the same message next week, and the next, hoping you'll have come to your senses.

Not!

If you send out offers and want to increase your response rates, one of the best ways to do that is by using the AIDA method. AIDA is an acronym for Attention, Interest, Desire and Action. It's one of the most effective marketing methods ever devised.

Let's be real...

Sending out your offer and hoping for a flood of people to respond with a "yes" just isn't practical. Or logical. People may respond in kind because they know you. Or they may do it out of guilt — knowing that a refusal might manifest hurt feelings.

But it doesn't have to be that way...

By using AIDA you too can increase your response rates without making your warm market feel awkward or uncomfortable. By using AIDA you give them the whole story of why they should get involved. Then you'll have people wanting to join you, instead of pretending to join.

Let's see why AIDA is so powerful in getting what you want:

1) Attention. I pulled into a left-turn lane and waited at the red light. There was an attractive lady marching up and down the center island with an empty five-gallon plastic water jug. She wore a t-shirt with The Leukemia & Lymphoma Society printed on it. She was smiling and pointing at the empty jug.

She got my attention right away. She did something out of the ordinary and it worked. Getting attention is the first step in getting what you want.

2) Interest. Boy meets girl. Boy likes girl. Boy is interested in girl. But boy gets all nervous approaching girl.

Girl meets boy. Girl studies boy. Girl sees a nervous boy. So girl loses interest in boy.

Getting people interested is the next step to getting what you want. Lose them here and you'll lose them for good.

3) Desire. When my friend goes on a trip I take care of his yorky, Bam-bam. When I walk Bam-bam, he loves to mark his territory. That's just how he was programmed from the beginning of time. He has a strong desire to do this each time we go outside.

Creating that strong desire is the following step to getting what you want. For Bam-bam, all I have to do is take him outside. For your target audience, you have to trigger their greed glands to want what you have.

4) Action. For the past three weeks, my right arm has been in pain due to an exercise injury. I make an appointment to visit my chiropractor. He rubs, digs and releases the twisted and knotted muscles allowing oxygen and blood flow to circulate through. I'm finally feeling better.

Why did I wait so long? Because I didn't think it was that serious. What an obvious error in judgment.

Leading people to action is the final step to getting what you want. If they seriously want to relieve their pain, or gain a benefit — they must do something about it right now. Don't suggest or keep your audience guessing. Spring them into action right away.

Use AIDA today to give your marketing a boost. Put an end to boring promotions. And get ready for a flood of people who are genuinely interested in your offer.

Warm regards,