Now I'm going to start by breaking it down and exploring each letter in AIDA, in order for one to understand the complete importance of the formula:

A= Attention: If your press release is good the very first thing your press release must do is attract the attention of your viewers. The easiest method to achieve this is by starting with a good headline and title.

The question now becomes what is a good headline and title? An effective headline and title is any headline and title that answers the inquiry of "What is in it for me?" This is all that they truly are interested in. Let him or her know what's in it for him or her?

The purpose of a press release is not to try to explain your whole story in your headline and title. The purpose is to first attain the viewer's interest, skillfully pull them in with a captivating story, and let your press release do the work.

An effective headline and title is usually specially pointed towards a particular niche.

In this article I am targeting individuals who are wanting to learn how to promote their businesses with press releases.

So what makes the title of this article so good?

The title got your attention, and pulled you here and made you read this article.

It can not get any more effective than this.

I= Interest: After you find the reader's interst you then want to get them Interested in what you are marketing. I recommend that you do this process by immediately delivering on whatever your title says. You shouldn't be cute and fancy, and don't carry your readers along.

D= desire. You have to generate a feeling of DESIRE for|make the reader DESIRE your business' service and product. Themain goal you should be trying to achieve with this specific piece of the A.I.D.A. technique is to create value and excitement in the mind of the reader. The only way of doing this is with the help of benefits, benefits and more benefits.

Marketers are unsure about the difference between features and benefits|mislabel benefits for features. There's a tremendous change of writing. A Feature is trademarks that explain parts your service and product. Benefits describe the way in which your service and product will help the reader to find a solution to his or her problems. In other words, what the viewer will earn by getting the service and product.

One good example: A feature is "Lojack." A benefit is Lojack will help police find your car, if it ever gets stolen.The "A" is for "Action": Best press release practices state that you want to finish your news or press release with what is commonly called a call to action. It is important to tell the visitor in no uncertain terms what it is you need them to do next.

Robert Watson, creator of Press Equalizer, software for Press Release Distribution, has been a successful press release marketer for three years.
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