The following acronym from the Eisenberg brothers has stuck with me for years – AIDAS. It doesn't matter if you are a business looking for new customers, a non-profit looking for new donors or a politician needing more votes, if these five things aren't happening – you have already lost.
- Gain ATTENTION
- Generate INTEREST
- Create DESIRE
- Produce ACTION
- Deliver SATISFACTION
We have to tell our stories (business, non-profit, etc…) in a compelling way that captures each of the above elements if we want to succeed.