Do you use AIDCA to capture business leads?
In our last blog we discussed the importance of buying or renting B2B data that complies with the Corporate Telephone Preference Scheme and the Telephone Preference Scheme. So, with nice clean data sitting in your prospect customer database, you’re ready to pick up the phone and introduce yourself or, send a letter of introduction which you will follow up with a telephone call.
Stop.
Before you put pen to paper or, develop your telephone framework you have to engage with AIDCA. Developed by the copywriting pioneer Robert E Ramsay way back in 1922. AIDCA stands for
Attention
Interest
Desire
Caution
Action
Why verbal and written communications must embrace AIDCA
AIDCA is the mental process a person goes through before they buy into the content of your communication. Although it was developed in connection with adverts and sales leaflets, you can apply it just as well to your verbal communications too.
Why?
You have just seconds to connect with your listener or reader.
Here’s how you can use AIDCA whether you are sending a B2B mailshot or picking up the phone.
Attention
With your letter, start with an attention grabbing headline in the Johnson Box space – the space that sits in between the address and salutation. On the telephone, a confident but warm and genuine introduction – you would just like to find out if the listener has a need for your services and whether now is a good time to talk – will set you apart from the non-stop babble telemarketers.
Interest
You must build on the reader or listener’s interest with your proposition. How? Phone or letter can you share two or three compelling benefits underpinned by genuine facts and figures about the power of your offering?
Desire
In your letter, can you make a value drenched irresistible special offer and include genuine customer feedback. One or two unedited testimonials are more than enough. On the telephone, you have the added advantage of building desire by asking questions, listening intently and then responding with tailored benefits.
Caution
This is the deal breaker where your good work can go to waste. In your letter, the reader is quite interested. Your benefits are looking good. The offer or giveaway has moved them closer to you. But they’re naturally still cautious. So, think about the questions a prospect will ask in the tentative early stages of the buying process. At the stage of caution, the reader is interested in what you have to offer but they naturally have lingering doubts; objections as we most commonly refer to them. Stuck for space? Allay their fears and objections by signposting to the meaty content on your website so they can find out even more about you and why you’re anything but a risky proposition. You’re lucky with the telephone. You can ask the listener if they have any objections and respond accordingly.
Action
The final stage of AIDCA is that all-important action. You have to make clear to your reader what you want them to do next. This means in your letter having your contact details, the terms and conditions of any special offers, your website details, social media profiles and telephone number available. On the telephone, your call to action will be influenced by the feedback you’ve had from your listener. Is it appropriate to ask for a meeting or, to bide your time, send some information and book in a follow-up call before thanking them for their time?
