The AIDA mnemonic has been widely used the best part of 100 years. Whilst it is mostly applied to the process of writing an advert, the principles apply to any communication where we want people to take some action. That applies when presenting to staff, suppliers, stakeholders and our potential clients.

Another tea break tip from The Hidden Edge on how to use business models and tools to help you manage your growing business. You can download the templates from The Hidden Edge website. Do share your stories there too. I am building a portfolio of small business case studies and would love to include examples of what has worked well for you.

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