What on earth is AIDCA and how can it help my business? Part Four: Build Conviction
We’re nearly there in the Fiona Humberstone guide to AIDCA – the most fantastic tool to make your marketing work harder for you. And so we come to the little known ‘C’ element of the AIDCA model. You’ve worked hard to grab the readers attention, you’ve sold them the benefits and made them realise they can’t live without your product or service. Don’t undo all your hard work by not building a little conviction in the mind of your reader. Here’s how:
Don’t over promise. For example, your widget isn’t going to answer all of your clients wildest dreams, so just tone it down a little! Only promise what you can deliver.
Give them a cast-iron guarantee. If they don’t like it, what happens? By showing them that there is very little risk you’ll build conviction in their minds, which leads me on to…
Are you a member of a relevant trade body? Will that help convince the reader that you’re a company worth dealing with? For example many painters and decorators use the Dulux accredited logos if they are a member as that gives people confidence.Ever seen Boden’s flyers? “Your strictly no risk offer”. That builds confidence; you don’t like it, you send it back, but the chances are you’ll take the risk on it.
Use testimonials to build conviction. And please don’t make them up! Surely you don’t need to, and they’ll be so much more believable if you don’t. Remember how real people speak. It’s great to have a different ‘tone of voice’ in your literature, and by telling it how it really was it becomes believable.
