Craven Events

Communicating a message or writing any kind of copy should incorporate the AIDA principal. The mnemonic AIDA was created to describe what communications must achieve for a sale or change to occur.

It should grab the ATTENTION of the reader. It should be INTERESTING and create a DESIRE in the reader to attend the event. It should also make it clear what ACTION the reader must take in order to fulfil their desire and attend your event.

Attention is about getting noticed. This can be achieved through a range of strategies, such as surprise, humour, intrigue, energy or controversy.

Interest. Having gained attention, the next step is to arouse interest in a product, company or service.

Desire. When a person has become interested, the next stage in the journey is creating desire. Desire will be driven by a person's own motivations and needs. Desire is the precursor to action.

Action. The ultimate goal of communication is for a person to 'act' and/or change their behaviour, for example come to your event.

AIDA provides a helpful checklist. When you are planning or reviewing your communications, ask yourself whether they are likely to attract Attention, provide Interest, appeal to a person's needs and Desires and lead them to Act?

Make a list of all the practical things you need to include, for example:

• Venue information/map
• Pricing and ticket details
• Dates and time of the event
• Services for people with disabilities
• Health/age guidelines
• Box office details
• Funding/ sponsorship credits
• Parking arrangements
• Information on public transport
• Charity number
• Web address/email

Top Tips for Copywriting

1. Write for an average reading age of 12
2. Avoid jargon
3. Keep it short! (words, sentences and paragraphs)
4. Keep it conversational
5. Engage the reader and make it personal to them
6. Make sure the design helps the copy not hinders it
7. Go back to your copy a day later and edit it.
8. Get someone else to read it through - preferably someone with little or no knowledge of the subject.