IDEA over RASCIL?

Following on from yesterday's post on the power of RASCIL in print advertising, we present to you an alternative view on writing the perfect persuasive copy for your product or service, nicely wrapped up in the mnemonic 'IDEA'.

Interest
Desire
Enthusiasm
Action

Interest
In the first instance the interest of the reader must be gained before there is the possibility of making a sale. The main methods of gaining the readers interest include:

- Unique selling point: car and van MOT’s just £35
- Self-interest: sale, 20% off with this advert
- Curiosity: something new, something different

Desire
The next stage is to create 'desire' – this is done by imagery and giving details to explain the offer and/or information about the product/services offered.

Enthusiasm
The ad should now encourage the customer to call/visit the business today, not tomorrow. This is done by the use of selling phrases.

- "Buy now whilst stocks last"
- "Yours for only £..."
- "Call now for details"
- "Offer ends in five days"

Action
Now the ad has gained the readers interest, created desire and enthusiasm to buy, the reader then needs to know how they can contact the business.

- Name and address (including map)
- Opening times
- Telephone number
- Web/e-mail address


Whether it's RASCIL or IDEA, Friday-Ad knows its stuff when it comes to print advertising. Why not give us a call on 0844 871 6604, or e-mail our sales team.

If you are a business owner, why not share your experiences (good or bad) with print advertising? Please leave your comments on the blog, or e-mail us at businessblog@friday-ad.co.uk.