How-to: Marketing the Brand ‘New You’ Part II

Smilies by Jessicah Tam, Creative Commons via FlickrOriginally posted as Marketing the Brand ‘New You’ at Speaking Well In Public‬’s Facebook page.

In the sales world, AIDA stands for Attention, Interest, Desire and Action. The advertiser needs to grab the customer’s attention, hold interest, spark desire and spur action, in order to secure a sale [it’s not so different from dating…].

And you should do the same when packaging and marketing your product – you – to the world.

Your elevator pitch, website, Twitter, LinkedIn and Facebook updates, business card, CV, application, cover letter, speech, interview performance… they can all benefit from the AIDA approach.

Grab their Attention first off, with a positive, striking hit of instant memorability, for all the right reasons. You want their eye to stop with you. Your CV – well-designed and laid out. Your personal impact at interview – smart, well groomed and articulate. Your first impressions when making a speech – relaxed, poised and prepared. Those first impressions do last, and they tend to be visual.

Then you want to keep their Interest sustained once you’ve attracted it. Identify what’s unique and special about you, your unique selling point [USP], keeping it relevant and focussed, and practice talking knowledgeably and confidently about what you have to offer them.

They’ll be thinking “what’s in it for me? How can you make me money, save me money, make me look good?” All being well, you have something they need. What you have to offer should now be sparking their Desire!

And finally – Action. All this should lead to spurring them into making the move – phoning, emailing, interviewing and hiring you. PH

Related: How-to: Marketing the Brand “New You”

Image credit: Smilies by Jessica Tam ( jessicatam), Creative Commons, via Flickr.

About Philippa Hammond

Speaking Well In Public offers a portfolio of public speaking courses for business, performance and social occasions designed and developed by Philippa Hammond, combining her skills and techniques as an award-winning trainer, working actor and voice artist. Philippa is a member of Equity and the Chartered Institute of Personnel and Development.


2 thoughts on “How-to: Marketing the Brand ‘New You’ Part II

  1. Good web site you’ve got here. It’s hard to find excellent writing like yours nowadays.

    Posted by Ann Blue | Apr 23, 2014, 8:46 pm


  1. Pingback: How-to: Marketing the Brand ‘New You’ Part III | Everything Express - Jul 23, 2014

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