How to Maintain InterestYesterday I talked about A.I.D.A. and attention. As reference, A.I.D.A. stands for Attention, Interest, Desire, and Action. It’s a way of understanding a simple marketing model. In this blog posting I’ll focus on interest. The A.I.D.A. will make more sense as I push forward.

So, what is interest? What does it mean from a marketing point of view? I’ll answer those questions but first let me make an important point.

In reference to A.I.D.A. please remember that “interest” comes after attention. I will assume that we’ve already grabbed the attention of our reader or customer.

Recall that grabbing attention is critical but attention is easily broken. People don’t focus very well. Even small distractions break attention. To make matters worse, if you try too hard to grab someone’s attention you will turn them off.

In the previous posting on attention I provided you with some power words. Well, if you try too hard you’ll lose people quickly. It’s that simple. You have to strike a balance.

So, “interest” in A.I.D.A. is really about holding interesting or holding someone’s attention. It’s isn’t the initial act of capturing someone with sexy images and power words. That’s already done. You need to know how to keep people interested.

Let’s explore that for a moment. If you want to keep people interested you need to give them a good reason to stick with you and stay focused. You also need to occasionally boost their attention. This is why subheadlines work so well — you’re giving someone reasons to stick with you as they read down a page. Makes sense, right?

[Ed. Note: If you’re looking for examples of great salescopy which uses A.I.D.A. and, in particular, attention boosters, don’t miss the Simple PLR Club, The Simple Cash Blog, and PLR Exploitation. Very powerful stuff.]

There are other tricks to hold attention. For example, you can use psychological devices. That is, you can get the person invested in the page in several ways. You can use their name (if you have it). You can also add mini-surveys to a page, with radio buttons and checkboxes.

Think of attention this way. If you can get the person to interact with your web page, chances of keeping their attention is much higher. Don’t just hit people with images and great information — get them engaged.

This excitement drives interest. It can also boost attention if it’s starting to fade. But remember, don’t bombard a person with great stuff. Mix it up with boring but high value content, such as charts, images, statistics, and the like. Give people shortcuts along the way.

So, I’ve summarized the key ideas behind “interest” in the A.I.D.A. model. You should understand what it means but you should also feel pretty good about some of the new techniques you can use to improve your salescopy.