The AIDA marketing modelOpens a new window is a tool used by copywriters and creative marketers to take customers on a journey. It’s a simple formula that, when executed correctly, is capable of delivering engaging, informative and persuasive content.
Surprisingly, this effective approach to creating marketing content isn’t widely used — yet it has been tried and tested many times over the years. Here’s a close look at the principles behind the AIDA conceptOpens a new window . Implement it in your business, and your marketing messages will resonate with your target audience more readily.
What Does AIDA Stand For?
The basic principles of the AIDAOpens a new window model are as follows:
- A is for attention
- I is for interest
- D is for desire
- A is for action
It is the job of any content creator to guide consumers down the “experience funnel.†You begin the process by capturing their attention with a bold statement or by telling them what you can do for them. You then build interest with facts and stimulate desire by talking about benefits. The last task involves promoting a desired response — whether that’s clicking for more information, providing contact details or making a purchase.
Take each principle of AIDA to create content that is relevant, engaging and value-driven.
Attention
Whether you’re writing a blog post or creating an infographic, your first job is to attract the attention of your target audience. You need to say something relevant and thought-provoking … something that will entice consumers to read on. You can do this by asking yourself a few questions:
- Who I am talking to?
- What problem or issue am I trying to address?
- How is the solution I’m offering relevant?
- What is the best voice for communicating with the target audience?
- Are there any headline benefits that will make the reader stop what they’re doing and read on?
Let’s imagine you’re trying to persuade people to buy an electric car. Think about who buys such a car; it’s probably someone who is passionate about the environment. You can draw the reader in by providing some facts with real-world relevance — such as the health problems caused by poor air quality in large cities. Alternatively, you could target people trying to cut the cost of motoring by drawing attention to how much money can be saved by switching to an electric vehicle.
Interest
Now that you’ve drawn the reader in, you can work on content that will turn an attention-grabbing headline into genuine interest. If you have a clear understanding of who you’re writing for, you should be able to connect with people on a personal level. Demonstrate a level of empathy, and discuss common problems or issues that affect your target consumer every day.
This stage of the content creation process is also about building trust. Back up claims with facts and statistics wherever possible. Throw in some personal experiences from real people, and always remain as positive as the subject allows. Consumers want to read about themselves. If they recognize their own challenges in what you’re writing, they’re much more likely to engage.
Desire
You now have to turn that interest into desireOpens a new window . You’ve connected with the reader by highlighting relatable issues, now it’s time to tell them about how you can help. Your ultimate goal isn’t to entertain or engage consumers — although they’re both important. The goal of any marketing content is to solicit a specific action. If you’re going to get the reader to sign up for a newsletter or make a purchase, you need to be persuasive.
Most consumers aren’t all that interested in technical details — they want to know what’s in it for them. How will this product or service make life better or easier? Concentrate on the benefits of what you’re offering, and persuasion should come naturally.
Inspiring desire among consumers can be related to the electric car scenario. Write about how easy it is to charge the car, and give your explanation some real-world relevance. If you’re communicating to busy professionals, for example, you might want to talk about how the vehicle can be charged during a meeting. If you’re talking to stay-at-home parents, you can raise issues such as safety, convenience and practicality.
List all of the reasons why your product or service will make life better for your target consumer. Then, one by one, talk about each reason by giving utilizing relevant, real-world scenarios. By the time consumers reach the end of your text, they should be able to imagine how your product will improve their life.
Action
What do you want readers to do. Do you want them to buy a product, sign up for future updates or provide their contact details? Write a closing statement — referred to as a call to actionOpens a new window — that solicits a specific action from the reader. It should be very clear what the next step is for the consumer. Think about what would stop the reader from taking the desired action. Could cost, time or not knowing what to do next stop your potential customer from taking the next step? If so, allay those concerns or make your call to action much clearer.
It doesn’t matter what you’re selling; if you abide by the principles of the AIDA marketing model, your content should deliver results.