Make them WANT to click!!
Everyone should remember from his or her
Marketing 101 class the abbreviation AIDA. If you don't
remember, then this article will be an "eye opening experience".
If you have heard about AIDA before, then you need to ask
yourself...are you actually using these time proven marketing
essentials. AIDA is especially important on the Internet, where
your "words" are what sells.
All mortgage companies are not created equal. And all mortgage
companies also have different marketing programs. But if you are
currently marketing on the Internet, then AIDA becomes
especially important to compel your prospects to take "action".
Without "action", your hard spent online advertising dollars are
just clicking away.
To create a compelling action you need follow these four
essential AIDA basics.
If your web site doesn't contain all of these critical items;
then it is not a compelling web site!
You must first capture your readers' attention. Picture the web
surfer flipping through the Yellow pages containing hundreds of
ads, of which your ad is just another. The ad that attracts the
reader's gaze has a title that speaks to them personally.
It says, "what's in it for me". It does NOT say, "what's in it
for the mortgage company".
Spend a good portion of your time on your web site title or the
reading process may end rather than start there. To generate
attention, consider the flash value of the words in your web
site title. A great site will cause the prospect to stop and to
investigate your mortgage services.
The body of your ad must have appeal. It must make enough good
sense, to be worthy of a visit to your site. Use the description
of your site to state the benefits or features your service
holds in store for the prospect.
There are general and specific reader interests. We all want to
make a smart mortgage purchase. And Internet customers will be
especially interested in buying from a proven mortgage company
that can satisfy their needs at the best possible pricing.
Always look for the unique features of your mortgage services
that is not being offered by your competitors. This is your
After making logical sense to the reader, you will then need to
turn interest into a desire for your services.
Interest alone is not enough. A great web site compels the
prospect toward desire. While interest can generally be
obtained by highlighting the practical properties of your
mortgage services, your words will need to move the prospect
further in order to produce desire.
Is there something else that makes the reader feel happy,
confident, secure, hopeful or powerful? You need to convey
the emotional appeal of your services to the prospect.
All human actions result from our desire to either
experience pleasure or to avoid pain. Desire is created when
your mortgage prospect experiences either an anticipation of
pleasure; or expectation of avoiding pain or problems from
the use or purchase of your mortgage services. The influence
that this physiological and psychological fact has on
prospects cannot be overly stated.
Contrary to popular belief, we don't really desire money. We
may desire the pleasure we believe money can bring. We may
desire to not experience the pain that might result from not
having money. The word "money" only triggers the feelings
and desires (within us) which we seek... whether they are
happy, secure, or powerful desires, based upon our personal
value system and past experience.
There are always good, better and best words. The right
words for creating desire are the ones that elicit
biological emotional responses in the prospect. Emotional
responses bypass the cognitive process and cause us to
experience; rather than merely read words.
If your prospect does not take action, there is no sale. How
do you get your prospect to act?
Ironically, not asking for the sale is the single most
repeated mistake that stops prospect desire from leading to
prospect action. To take action, your web site needs to
simply say: "Call this number now", "Email us for details",
"Fill out this quick form", etc.
If the first three ingredients (attention, interest, and
desire) have been well done, and the prospect is a qualified
prospect.... this mortgage customer will more than likely
take the action you direct them to take.
Develop your web site with the above marketing principals in
mind and check your site to see that the four AIDA basics
have been met. You will then have a compelling web site that
will start your prospects clicking…and you start making more
Web site: www.mortgagepromote.com.