Anyone who took a basic marketing class in college should recognize the AIDA acronymOpens a new window . This simple formula outlines a staple in marketing strategies that’s designed to grab the attention of potential customers. It then walks them through your content, culminating in a call to action that prompts them to act on what they’ve read.
It is basically a guide to writing great marketing content.
What Is AIDA?
AIDA stands for Attention, Interest, Desire and Action. The acronym was first developed in 1898 by Elias St. Elmo LewisOpens a new window , a pioneer in marketing and advertising. AIDA outlines the stepsOpens a new window that a potential customer moves through on their way to deciding to purchase a product or service.
This model is a widely used standard in advertising and marketing. It details the stages or steps that the average consumer goes through when making a purchase, from the first moment he notices a product, brand or service. The progression of steps continues through to the actual moment the consumer makes the decision to purchase or not.
Steps of AIDA
When using AIDA in written contentOpens a new window , you guide the reader along the consumer experience funnel. First, you grab their attention. Once you have them engaged, you need to stir curiosity and excitement that urges them to read on. You next build on their interest in what you’re offering by relating your product or service to their day-to-day lives.
Now you begin to stoke their desire for your product or service. The goal is to push them past a mere interest in your product to actually wanting what you’re offering. The final step is to guide them over the top to take action, from making an actual purchase to engaging in an experience to internalizing information that they then may act on.
- Attention. Also called Awareness. This step creates awareness of or affiliation with the product or service you’re offering.
- Interest. The purpose in this step is to create interest in your product or service. It should generate enough interest in your product or the benefits of your service that the potential consumer starts to research your product or service more thoroughly.
- Desire. At this step, you’re seeking to form an emotional connection between your product or service and the potential buyer. By demonstrating your brand’s unique personality and benefits, you move the consumer from liking your product or service to actually wanting it.
- Action. Your call to action comes into play here, moving the buyer to interact with your company.
The successful completion of these steps results in a purchase of your product or service.
Putting AIDA Model Into Action
Consumers will not purchase your product or services if they aren’t aware of them. Most consumers become aware of products and services through marketing. The AIDA modelOpens a new window is a time-tested roadmap for engaging consumers in making brand choices. AIDA works because while the world of advertising and marketing is ever-changing, human nature is not.
Examples of the stepsOpens a new window in the AIDA model are many and varied. A few generalized examples of each step include the following.
Attention
- Run a public relations campaign for a few months before launching your product or service.
- Promote the qualifications of your staff and highlight any awards they’ve garnered.
- Use direct marketing campaigns to target specific customer groups, such as young adults, seniors, medical professionals, etc.
Interest
- Organize a direct mail campaign to offer an initial discount, a free consultation, or a discounted or free trial period.
- Use social media posts to target specific consumer groups.
Desire
- When your launch date draws near, advertise the launch as a major event “you don’t want to miss†in local press outlets and social media.
- Infomercials.
Action
- Place clear calls to action on social media, your website and in local advertising.
- Include links for downloading a brochure or catalog.
- Provide numbers or Skype instructions for calling in to your business center.
- Direct links on social media and in direct marketing emails to sign up for your newsletter.
- Offer live chatting with a representative online through your website.
Get Your AIDA On
Once you know what AIDA is and understand its steps, it’s time to implement itOpens a new window . If you need more information, a simple web search will return a plethora of information and examples. AIDA is one of the pillars of the marketing industry so information and examples are easily found.
To get your website landing page into AIDA format, think in terms of movie postersOpens a new window . The solitary purpose of a movie poster is to grab your attention. Its job is to draw your interest and stoke a desire in you to see the movie. It may be screaming for you to buy a ticket, or it could be subtly cajoling you to make that purchase. Your website should have the same effect.
Direct mail is another popular strategy that’s perfect for AIDA. An email landing in a potential customer’s box must take that consumer through all four steps if it’s doing its job correctly. If it doesn’t grab the reader’s attention immediately, it’s heading to the trash bin. A subject line that grabs the attention, content that piques interest and incites desire, and a final call to action that is difficult to ignore means a sale is just a click away.
It all boils down to effective communication, and AIDA is tailor-made for that purpose. A solid marketing strategy increases a business’s chances of getting through to its target audience. Using AIDA as the foundation of your marketing and advertising can help you achieve your business goals.