AIDA stands for:
Attention - Attract the customer's attention
Interest - Demonstrate advantages and benefits
Desire - Show that you can solve the customer's problem
Action - Get the customer to take action (buy)
Attention
You have to stand out. Grab the attention of your customer.
How do you do that? Be different. You can't stand out if you look like everyone else.
Interest
To create interest in your product or service, you must demonstrate its advantages and benefits. A feature is an attribute of a product. A benefit is how that attribute can help your customer.
For great examples of creating interest, study catalogs from clothing companies like LL Bean. They have this mastered.
Desire
Closely related to interest is desire. Move from discussing benefits to specifically how those benefits will help that customer.
Action
Finally, your customer takes action. Usually this is buying your product or service, but it can be something else. The action is whatever you want it to be. For a non-profit organization, the action might be to make a donation. For the American Red Cross, it might be giving blood.
AIDA Marketing Example
Let's use a local restaurant for this example.
First, you have to get attention. How? You can do this any number of ways, which is covered throughout this web site. In this example, the restaurant advertises online and offline, and uses coupons to generate an invitation to try out its food.
Next is interest. What are your benefits? Cheap, delicious food served with blinding speed.
Desire is the third step. It's lunch time. You're hungry. We have cheap, delicious food served with blinding speed. We can solve your lunch time problems.
Finally, if you've done the first three steps well, you get action. You sell some food to your customer.
AIDA Model - Extended
AIDA Marketing has been around for a long time. The idea is that a customer goes through these four independent stages before making a purchase.
Later, the model was extended to add either a C or an S on the end for Conviction or Satisfaction. Either way, the idea is the same - get repeat purchases from this customer.
Attention - Attract the customer's attention
Interest - Demonstrate advantages and benefits
Desire - Show that you can solve the customer's problem
Action - Get the customer to take action (buy)
Attention
You have to stand out. Grab the attention of your customer.
How do you do that? Be different. You can't stand out if you look like everyone else.
Interest
To create interest in your product or service, you must demonstrate its advantages and benefits. A feature is an attribute of a product. A benefit is how that attribute can help your customer.
For great examples of creating interest, study catalogs from clothing companies like LL Bean. They have this mastered.
Desire
Closely related to interest is desire. Move from discussing benefits to specifically how those benefits will help that customer.
Action
Finally, your customer takes action. Usually this is buying your product or service, but it can be something else. The action is whatever you want it to be. For a non-profit organization, the action might be to make a donation. For the American Red Cross, it might be giving blood.
AIDA Marketing Example
Let's use a local restaurant for this example.
First, you have to get attention. How? You can do this any number of ways, which is covered throughout this web site. In this example, the restaurant advertises online and offline, and uses coupons to generate an invitation to try out its food.
Next is interest. What are your benefits? Cheap, delicious food served with blinding speed.
Desire is the third step. It's lunch time. You're hungry. We have cheap, delicious food served with blinding speed. We can solve your lunch time problems.
Finally, if you've done the first three steps well, you get action. You sell some food to your customer.
AIDA Model - Extended
AIDA Marketing has been around for a long time. The idea is that a customer goes through these four independent stages before making a purchase.
Later, the model was extended to add either a C or an S on the end for Conviction or Satisfaction. Either way, the idea is the same - get repeat purchases from this customer.
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