Writing a Press Release with AIDA

I will start by breaking down and explaining each individual letter in the acronym, in order for you to understand the full import of the philosophy:

A= Attention: If your press release is good the first thing you MUST do is keep the attention of your viewers. The best method to do this is by starting with a powerful title or headline.

So, what is a powerful title or headline? An effective title or headline is any title or headline that can answer the question of "What's it that I receive?" That's all they truly are interested in. Let them know what's in it for them?

The idea of a press release is not to try to explain your whole article in your title or headline. The idea is to get the viewer's interest, rein them in, and let your writing do the promotion.

A good title or headline is also pointed to one particular category, like the title or headline of this specific article.

In this article I am targeting people who are interested in learning how to market their companies with a press release.

So what makes this article so good?

The title got your attention, pulled you in and made you read this article.

Can't get any better than this.

The I is about Interest. Once you find the reader's interst next you need to get them Interested in what you're promoting. It is recommended that you do that by delivering on whatever your headline or title says. You should not try to be cute or fancy, and you should not string your readers along.

D= desire: You have to make a feeling of "Desire" for|force the reader "Desire" your business' service. Thegoal you are attmepting to achieve with this specific part of the A.I.D.A. method is to build excitement or dollar value. And the best method of doing this is with benefits!

Marketers are unsure on the difference between benefits or features|mistake benefits for features. There's a huge difference. A Feature is desciptors that highlight particular pieces your service. Benefits reference the way in which your service will help the reader to find a solution to their problems. Basically, what will the reader gain by buying the service.
A= action. You always should end your news or press release with a call to action. Tell the reader in no uncertain terms what it is you want them to do.

Robert Watson, creator of Press Equalizer, software for Press Release Distribution, has been a successful press release marketer for three years.
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