WEBVTT 00:00.120 --> 00:05.910 In these media guys we're gonna talk about something called the IED model and that is basically on model 00:05.910 --> 00:09.750 that's been around for a hundred and twenty years something. 00:09.750 --> 00:16.980 And it's kind of a model that will help you to write your copy in a better ways more structured way 00:17.280 --> 00:24.420 in order to get more clicks on your ads copies and more clicks on your emails and to make them take 00:24.420 --> 00:26.070 the action that you desire. 00:26.130 --> 00:26.460 OK. 00:26.460 --> 00:27.820 Let's dive into the model. 00:27.870 --> 00:30.360 So what does Aida stand for. 00:30.360 --> 00:31.830 Well let's have a look. 00:31.890 --> 00:35.050 The a in the word stands for attention. 00:35.070 --> 00:42.870 It's actually how are we going to grab somebody's attention and to click our ads copy click our sales 00:42.870 --> 00:48.870 page and keep reading our e mail and then we have the interest how are we going to spike their interest 00:49.110 --> 00:52.320 at the first sentences in our copy. 00:52.380 --> 00:59.310 Then we have to decide how can we create and decipher around our products or services or if we would 00:59.310 --> 01:01.560 like them to subscribe to our email list. 01:01.560 --> 01:05.250 How can we create this desire and then we have the action for it. 01:05.310 --> 01:12.540 The last letter in this word which is how can we make them do the action that we so much desire which 01:12.540 --> 01:14.370 is aligned with our goals. 01:14.400 --> 01:18.720 Let's have a little closer look at the up model so attention. 01:18.720 --> 01:19.860 What do I mean with this. 01:19.860 --> 01:27.510 Well how can we create as some type of urgency in our for example the headline off our copies and then 01:27.510 --> 01:32.420 we have the curiosity that is also something that we would like to throw in there. 01:32.430 --> 01:38.940 In this model when we're writing something to grab somebodies attention and then we have the offers 01:38.940 --> 01:40.580 we can create an offer. 01:40.590 --> 01:46.850 For example let's say that we're walking in the city and we're seeing our favorite store. 01:47.100 --> 01:47.380 OK. 01:47.400 --> 01:53.880 So we're seeing our favorite store and we see that today is the last day of a sale coming here and buy 01:53.880 --> 01:58.200 your favorite jeans for 15 percent off or 50 percent off. 01:58.200 --> 01:58.500 All right. 01:58.830 --> 02:01.800 So you can you watch the clock and you know that your favorites. 02:01.800 --> 02:04.570 Door closes in like one hour. 02:04.650 --> 02:04.920 OK. 02:04.920 --> 02:10.500 And you see this billboard and you think to yourself like OK I need a new pair of jeans and this is 02:10.500 --> 02:11.400 my favorite store. 02:11.400 --> 02:16.260 So of course I'm gonna go in and have a look if I can find a pair of jeans for myself. 02:16.260 --> 02:21.840 So this creates urgency and also creates curiosity because you don't know if they have the jeans or 02:21.840 --> 02:29.490 not and they have already created an offer for you and then you do always want to keep this relevant. 02:29.490 --> 02:30.150 Why. 02:30.150 --> 02:32.740 Well because you wouldn't like to keep customers. 02:32.760 --> 02:33.290 Right. 02:33.300 --> 02:39.300 So if you have an offer but you cannot give them that offer if you tell them in like the headline well 02:39.530 --> 02:45.270 and buy this and you will get this and but you cannot give them the thing that you have already promised 02:45.630 --> 02:47.100 then you will lose customers. 02:47.130 --> 02:48.300 So keep it relevant. 02:48.330 --> 02:49.020 OK. 02:49.020 --> 02:54.820 And then we have the interest the interest is basically where you're spiking somebodies interest with 02:54.820 --> 03:00.900 this small little story I just told you you could probably imagine yourself walking in the these and 03:01.140 --> 03:05.970 see your favorite store in front of you and see this sign where it says like 50 percent off. 03:06.330 --> 03:06.980 Awesome. 03:06.990 --> 03:07.570 What a deal. 03:07.560 --> 03:12.000 I'm gonna go in there and buy myself a pair of jeans for example. 03:12.060 --> 03:16.500 So storytelling as you already know is very effective if doing that. 03:16.500 --> 03:17.440 Right. 03:17.460 --> 03:22.230 And then we have you always wanted to go on that pain point so if you know your customer a little bit 03:22.230 --> 03:25.010 or your customer's problem go into pain points. 03:25.110 --> 03:26.090 What are the needs. 03:26.100 --> 03:27.620 What are they desired. 03:27.720 --> 03:34.020 And they just write about that in the first couple of sentences and then you would like to include some 03:34.020 --> 03:40.050 kind of facts to back it up what you're talking about maybe they are like cold customers maybe you don't 03:40.050 --> 03:47.060 know them too well so include some type of facts in the first sentences and you will be good to go and 03:47.080 --> 03:53.400 your customers or potential customers will keep on reading your sales mail or your sales page or your 03:53.400 --> 03:56.610 ads copy and then we have used humor. 03:56.610 --> 04:02.670 You can also go in here and use some type of humor but only if you really know your customer your customer's 04:02.670 --> 04:05.520 needs et cetera or your customers humor rather. 04:05.520 --> 04:11.760 So if you know the language that your customers are using you can definitely use some type of humor 04:11.790 --> 04:14.930 in the first sentences despite their interest. 04:14.970 --> 04:18.170 Then the third step of this item model is this site. 04:18.180 --> 04:25.890 We would like to create some type of desire inside of our copy so if we are creating a sales copy what 04:25.890 --> 04:27.480 can you give out. 04:27.480 --> 04:29.160 For example for free. 04:29.220 --> 04:33.960 So you will get that person to subscribe to your email list. 04:33.960 --> 04:34.310 OK. 04:34.320 --> 04:40.680 So we would like to create this site because all the customers out there today even you are asking themselves 04:40.770 --> 04:42.350 what's in it for me. 04:42.360 --> 04:50.310 What can I get out of subscribing to these YouTube channel to this newsletter or two like buy your products 04:50.310 --> 04:51.240 or services. 04:51.240 --> 04:53.530 Is this really worth my time. 04:53.550 --> 04:55.560 Is this really worth my money. 04:55.650 --> 04:58.950 That's always on our mind as customers. 04:58.980 --> 05:04.550 So you would like you focus on the problem find a problem you can do the research as we already went 05:04.550 --> 05:11.420 through on Quora on Reddit on other social media platforms maybe go to Amazon dot com if you're having 05:11.420 --> 05:13.170 a physical product to sell. 05:13.250 --> 05:19.220 You can definitely go there and read the reviews and see what are the problems with this product and 05:19.370 --> 05:26.840 solve that in your own product and focus on the problems and then you would also present your solution 05:27.140 --> 05:32.150 like my product has this and I understand that this is a common problem with these types of products 05:32.180 --> 05:37.990 or services I have solve all your problems and this product will solve all of your problems. 05:38.000 --> 05:38.790 Buy it now. 05:39.020 --> 05:39.660 OK. 05:39.920 --> 05:43.890 And then we have you have to back it up with some type of evidence. 05:43.940 --> 05:51.170 Evidence could be something like a testimonial I review for me your former customers or maybe you have 05:51.170 --> 05:54.590 used his product or service on yourself or on a friend. 05:54.620 --> 06:03.290 So back always back this up with some type of evidence and this desire part will get you into that last 06:03.290 --> 06:09.870 part of a model which is action you always would like to people to take some type of action. 06:09.980 --> 06:10.340 OK. 06:10.340 --> 06:17.150 Actions like you are building this urgency in this last step and that is to build some type of urgency 06:17.150 --> 06:18.170 in this last steps. 06:18.170 --> 06:23.570 Like by now or like a shop now or something like that in that alignments. 06:23.570 --> 06:31.010 So for example limited time offer is something that always works and has always worked to create some 06:31.010 --> 06:34.940 type of urgency with a limited time offer would go a long way. 06:34.970 --> 06:36.580 I assure you of that. 06:36.710 --> 06:39.050 So CTA what is a CTA. 06:39.050 --> 06:42.020 It stands for a call to action. 06:42.050 --> 06:47.930 We will talk much more about this in a later election but it's basically you have a goal in mind that 06:47.930 --> 06:53.900 you would like your potential customer to take either to subscribe to a YouTube channel subscribe to 06:53.900 --> 06:59.320 your newsletter maybe to sign up for an webinar or something like that. 06:59.420 --> 07:02.290 So we would like to create call to actions. 07:02.300 --> 07:04.970 We will talk much more about that in an upcoming lecture. 07:05.120 --> 07:07.670 But yes know what that is. 07:07.670 --> 07:10.220 So the item on let's paint it out there. 07:10.250 --> 07:15.020 OK so first off in the top we're having the attention this is the headline. 07:15.050 --> 07:23.690 So for example free guide to make eighty one thousand four hundred and twenty three dollars online extra 07:23.730 --> 07:26.840 a year would you click this headline. 07:26.840 --> 07:30.070 Let's say that this was an ad copy on Facebook. 07:30.200 --> 07:31.870 Would you click this link. 07:31.880 --> 07:34.510 I definitely would like to click this link. 07:34.550 --> 07:39.120 I could see myself for earning around this amount extra a year. 07:39.290 --> 07:43.720 OK so this is something that is really grabbing my attention. 07:43.730 --> 07:50.270 Now let's say that we are having a newsletter that we're sending out for like people in the financial 07:50.270 --> 07:56.510 sector or people that are like really interested in building their self a more passive income. 07:56.510 --> 08:02.690 OK this will definitely this spike their attention or grab their attention rather than it's time to 08:02.780 --> 08:05.620 spike their interest a little bit more with a next step. 08:05.720 --> 08:07.260 And it can look something like this. 08:07.610 --> 08:08.680 Hi dear subscribe. 08:08.690 --> 08:15.200 We're reaching out to all the members of our newsletter to see if you'd be interested in us creating 08:15.200 --> 08:22.220 a step by step video course on how we're making eighty one thousand four hundred and twenty three dollars 08:22.340 --> 08:28.130 extra a year by implementing simple and smart techniques to our daily lives. 08:28.130 --> 08:31.240 We did just that. 08:31.430 --> 08:36.970 I if I didn't make this my amount of money I would definitely be super interesting. 08:37.070 --> 08:39.010 Keep reading this text. 08:39.020 --> 08:45.610 Now you see we are having their attention and now we are spiking their interest to keep on reading this. 08:45.740 --> 08:48.480 Let's say e-mail even more. 08:48.500 --> 08:49.970 So what's the next step. 08:49.970 --> 08:52.180 Do you remember it is this site. 08:52.370 --> 08:59.960 So how do we put in some type of desire inside of these text Web can look something like this. 08:59.960 --> 09:05.980 If you could take 10 minutes out of your precious time to fill out a survey who want to fill out a survey. 09:05.980 --> 09:06.400 Right. 09:06.440 --> 09:07.960 But what's in it for me. 09:07.970 --> 09:10.960 That is exactly what I'm looking for at least in this text. 09:10.970 --> 09:12.530 So let's give it to him. 09:12.620 --> 09:19.670 We'll send you a copy of our written 10 page guide for you just started making money online today. 09:19.670 --> 09:20.280 All right. 09:20.300 --> 09:22.520 I'm starting to soften up a little bit. 09:22.520 --> 09:30.160 So click the Start survey button to fill in the survey to get the free guide send to your e mail. 09:30.340 --> 09:30.700 OK. 09:30.720 --> 09:36.890 10 minutes out of my day to maybe earn an extra one. 09:37.070 --> 09:38.980 Eighty one thousand dollars a year. 09:39.080 --> 09:44.480 OK I could do that and then we would like to have this action button like you can see in the bottom 09:44.480 --> 09:44.960 here. 09:44.990 --> 09:46.100 So start serving. 09:46.130 --> 09:48.260 They only have to click that bottom. 09:48.260 --> 09:54.380 Go through this survey and then we'll send them a step by step book on how we created over eight to 09:54.380 --> 09:56.570 1000 dollars extra a year. 09:56.570 --> 09:56.960 Awesome. 09:56.960 --> 10:02.370 I would definitely the survey and go through this to get this e-mail on to get this e-book. 10:02.380 --> 10:02.710 All right. 10:02.740 --> 10:05.380 So now it's exercise time guys. 10:05.410 --> 10:11.080 All right so I would like you to create your own the sales text. 10:11.080 --> 10:12.490 It doesn't matter what it is. 10:12.490 --> 10:15.120 Yes come up with something in your mind. 10:15.160 --> 10:20.550 Maybe you're having a product or service maybe you would like to have more subscribers on your e-mail 10:20.560 --> 10:21.370 list. 10:21.370 --> 10:22.920 So it's up to you. 10:22.930 --> 10:26.550 But I will help you also if you don't come up with anything in mind. 10:26.560 --> 10:30.250 Let's say that we are giving our way and hotel at night. 10:30.280 --> 10:30.920 OK. 10:31.090 --> 10:35.220 So how can you write something from out of this. 10:35.290 --> 10:38.390 So one free night at a five star hotel. 10:38.500 --> 10:41.910 If you write 250 words minimum. 10:42.160 --> 10:47.380 What do your biggest problem with working out is like working out in the gym. 10:47.380 --> 10:49.600 So this is the just core store. 10:49.600 --> 10:51.150 This is the plot of everything. 10:51.430 --> 10:58.800 So you take this and you are going to give away one free night at a five star hotel to your e-mail subscribers. 10:58.930 --> 11:05.710 If they're driving two hundred and fifty words minimum on what's their biggest problem with working 11:05.710 --> 11:10.630 out and you're doing this like based on like maybe a survey maybe you're having a gym. 11:10.630 --> 11:10.840 OK. 11:10.870 --> 11:13.200 Let's say that you're running your own gym. 11:13.210 --> 11:14.280 This is for Dad. 11:14.360 --> 11:16.660 OK so it's exercise time now. 11:16.660 --> 11:19.320 Good luck with your exercise and I'll see you in the next video.