Kennen Sie „Aida“? – Nein, nicht das von Verdi, das von Elmo Lewis. Sie kennen Elmo Lewis nicht? Machen Sie sich nichts draus, ich kannte ihn auch nicht.
Elmo Lewis hat 1898 eine Prozedur für Werbung im Direktmarketing beschrieben. Ein Werbeschreiben musste die folgenden emotionalen Stationen beim Leser evozieren: Attention, interest, desire, action.
Zuerst wird die Aufmerksamkeit des Lesers gewonnen (attention), dann wird sein Interesse am Produkt – bei uns am Thema – geweckt (interest). Anschliessend entfachen wir das dringende Bedürfnis, das Produkt zu besitzen, bzw. mit unserem Thema verbunden zu sein (desire), um schliesslich die erwünschte Aktion beim Leser, oder Zuhörer auszulösen (action).
AIDA ist also ein Akronym aus der Werbung. Und es hilft, Reden und Präsentationen emotional und inhaltlich zu strukturieren.
A – attention
I – interest
D – desire
A – action
Wenn Sie sich an diese eselsleiter halten, werden Sie immer eine solide gebaute Rede präsentieren können.
Haben Sie Erfahrungen damit gemacht? Wir sind gespannt auf Ihr Feedback.
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