Failure to get to the point, technical jargon, pompous language: These are the poor stylistic habits that cause others to ignore an architecture or engineering firm's marketing comunications letters.

Don't fret: Below we offer a simple solution called "AIDA," which stands for Attention, Interest, Demand, and Action. Here's how it works: 

1. Attention. The letter gets the reader's attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue. 

2. Interest. The letter must then hook the reader's interest with a clear statement of the reader's problem, needs, or wants. 

3. Demand. The letter is an offer of something - a service, goodwill, an agreement, or consultation. Tell the reader how he or she will benefit from your offering.

4. Action. Finally, call for action. Ask for whatever the purpose of the letter stated originally.

A principal rule of persuasive writing is that the reader isn't interested in you, they are interested in themselves.

Don't write to impress—write to express. State the facts, the features, the benefits in plain, simple English. Create a desire for whatever you are offering. Use the AIDA formula and your letters will get better results.

Looking for more info on how to market your firm and grow your business, check out PSMJ's complimentary ebook The A/E Business Development Bible, a concise overview of the essential “must-knows” of business development, direct from PSMJ’s marketing and business development experts.

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