How to persuade your audience, Using the AIDA Formula

Ever need to convince members of a group to do something or to think a certain way?

There is a way to increase your chances of success. It’s a formula called the AIDA formula, and the letters stand for Attention, Interest, Desire, and Action.

You’ll start with A, by boldly claiming the attention of the audience. And, the more your opening statement or question relates to the interests of the audience, the more attention you’ll get.

For example, you might open with a provocative question, such as, “Do you know we can meet hundreds of potential customers, face-to-face?” 

Second, we work to gain their interest, which is I in the AIDA formula. Make a connection between the needs or wishes of the audience and our ideas. Bridge any gap with the audience; make them feel they have something to gain by listening to us.

So let’s now connect our example even more closely to our audience, “As we all know, we make sales most often when we develop personal relationships with potential buyers, so I think this could really increase our sales.”

Now, create a desire, which is the third element of the AIDA formula. You’re the speaker and it’s your responsibility to make them want to do what you’re proposing. Help them realize the benefits they’ll gain by following you.

Example: “This trade show would relieve the pressure to increase our sales. I think you’d agree that extra sales coming out of it would really get the monkey off our backs.”

Fourth and finally, it’s another A, this time for Action. Now is the time to tell them explicitly what you want.

If each of us puts in an extra four hours on the weekend, we can do this. Please add your name to the sign-up sheet as it goes around the room.”

In summary, the AIDA formula can help you get better results from your presentation or speech. By leading your audience through Attention, Interest, Desire, and Action, you can lead them from indifference to engagement.

Want even more ideas for enhancing your communication skills and public speaking skills ? Visit Communication-Newsletter.com .