Growing the business of your dreams has a cost. It costs you more money and time than you (at first) think. It even costs you some current relationships. Sometimes you feel lonely. Success is not free – success has a cost. It takes courage to be successful. When you combine courage with your drive, ambition,…

So far we’ve grabbed the reader’s attention with a powerful headline. We’ve drawn their interest into the message with compelling stories. We’ve substantiated our story with some solid evidence, luring their desire with emotions or logical data. So guess what this is all leading up to? See, all the emotional hooks and logical proof are…

Some people will buy based on emotion, other people on logic. The first two parts of AIDA - Attention and Interest - appeal mostly to emotion. Data (or Desire) is the place for logic. Up until now, you made your case in emotional terms. That's exactly what you're supposed to do. Now, you need to…

So your headline has stopped the reader, and now you need to draw the reader into your article. You achieved the "A" in AIDA, now it's time for "I" - interest. The best way to capture Interest is with a story. Storytelling is incredibly powerful. Stories are the way that humans have made sense of…

Have you heard of AIDA? It's an acronym that stands for Attention Interest Data (or Desire) Action For today, we'll focus on the first item - Attention. You know how they say you shouldn't judge a book by its cover? Funny thing about that. The late Dan Poynter, author of The Self-Publishing Manual, famously reminded…