In order to write this short form content, I had these ideas in mind.
- Purpose, Audience, and Genre
- Purpose, Audience, and Genre are three words to live by. Our purpose at Sue Adams Inc. was to get people ready for the Clearstone Community, which was still being built. Our audience included homes that were selected based on reports given to us by the USPS, and our genre was a letter campaign that is heavy on images with brief text, and a call to action.
- WIIFM
- WIIFM stands for "What's In It For Me". It's centered on the desires of the reader, rather than thinking about what "I want", or what "Realty Pro Network" wants. We wrote "beautiful floor plans on quarter acre lots that are ready for your personal touch" so we can focus on what our audience wants. A good looking home, with sufficient space and option for customization.
- AIDA
- Attention, Interest, Desire, Action. I grabbed Attention through a question, Interest was created through the design of the card, Desire was had in the text, and the Action was to call Sue Adams.