A.I.D.A

We have learned yet another acronym to help us become better writers. This one is a 4-step formula to help us sell our message.

A.I.D.A
Attention   "Hey you!"
Interest     "You want?"
Desire        "I've got."
Action        "Buy it now!"

The same method is commonly used by hookers and drug dealers on the street but is just as effective in the advertising industry.

Tide Detergent

Can you really sell a product without lying? I heard a story on the radio about how Tide detergent is apparently disappearing off shelves at insane rates, not because people are buying it, but because they are stealing it. There are different theories as to why this might be, including prices, the recession, and the bright color of the bottle. The only thing that seems strange is the lack of sources involving these stories. This led the guy on the radio to conclude that Tide is probably lying as a way to get mass amounts of free advertising to boost sales. He admitted to being  cynical but he may have a point and I think it's an interesting concept!

F.A.B.

The number one thing to remember when your selling your story is that it's not the product your selling, it's the benefit of the product!

F.A.B = Features + Attributes + Benefits  (General to Specific)

An example:  Cars

Features:  Motor, Mobile, Fuel
Attributes:  Cup Holders, CD Player, 4-Wheel Drive
Benefits: Transportation, Independence, Prestige, Convenience.... all which equal POWER!!!!

Do's and Dont's of Language

Do:                                                               Don't:
Create Emotion                                                Use Cliches
Use Dual-Coding                                              Use Soft Language
Keep it Simple                                                 Use Double Speak        
Keep it Focused                                              Distract your Audience
Give "McNuggets" of Information                       Betray your Audience!
Be Concise!

UCA...Food

I work in a restaurant so I am constantly viewing food and observing people's choices...
Here are some of my observations: (sorry if I offend anyone)

• Fat people love Diet Coke
• Girls love Ranch dressing... and Hummus
• Americans love big portions
• Everyone seems to be developing a glutten allergy (and this annoys me for whatever reason.)
• People will eat anything that's offered at a sale price
• People expect a $10 steak to be as good as a $25 steak. (See above.)
• People have extreme loyalties to Coke and Pepsi. This also annoys me. Even though I prefer Coke...
• People fear chutney

Ladder of Abstraction

The ladder of abstraction takes a macro concept and breaks it down to a micro concept.

For example:  Wine
                      Red Wine
                      Pinot Noir
                      La Merika

Another example: Abs
                           Ryan Reynolds
                           Enough said!

Abstract vs. Concrete

Today we discussed the wonder of words and how to use them effectively. Words are what you're using to sell your story and so they need to be concise and focused so you don't distract your audience. Abstract words are concepts, which are often vague. Concrete words are illustrations which help your audience connect to your story  by painting a vivid picture. Find words that tap into the five senses...

Here's an easy example of concrete words: The Fourth of July
* Fireworks
* The smell of gunpowder
* The boom and crackle of fireworks in the distance
* The American flag
* Patriotism-- that's actually abstract.... Proud to be an American?
* Drunkenly singing the National Anthem
* Sparklers
* Grilling hotdogs and hamburgers
* Parade music (you know what I'm talking about...the John Philip Sousa type stuff)