AIDA – Attention / Interest / Desire/ Action
Tried and true method. One of the longest serving models used in advertising, having been developed in the late nineteenth century.
Attention (Awareness) – What message would best pull our reader in and get them to consider our piece?
Interest (Inspire) – Challenge the norms of the topic, explore counter-intuitive perspectives.
Desire – Entice! Build the allure of your topic or product by appealing to the emotions of the reader; what’s the big win for them?
Action – Don’t forget to ask them to do something.
This can all be accomplished in something as short as a headline, or as long as a webinar.