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  • Writer's pictureClaire

AIDA (Attention, Interest, Desire, and Action) Defined


What is AIDA?

AIDA is a classic marketing model that stands for Attention, Interest, Desire, and Action. It's a framework that businesses can use to structure their marketing efforts and guide customers through the buying process. Here's a breakdown of each stage:


The Basics of AIDA

  1. Attention: The first step in the AIDA model is to capture the attention of your target audience. This can be done through eye-catching visuals, bold headlines, or clever taglines. The goal is to create a hook that entices the customer to learn more about your product or service.

  2. Interest: Once you have their attention, you need to generate interest in your product or service. This can be achieved by highlighting the benefits and features of your offering and explaining how it solves a problem or meets a need for the customer. The goal is to keep them engaged and curious about what you have to offer.

  3. Desire: Now that you have their attention and interest, you need to create a desire for your product or service. This can be done by appealing to their emotions and showing them how your offering can make their life better or easier. You can use social proof, testimonials, or case studies to demonstrate the value of your product or service.

  4. Action: The final step in the AIDA model is to encourage the customer to take action. This can be done by providing a clear call-to-action (CTA) such as "Buy Now," "Sign Up Today," or "Learn More." The goal is to make it easy for the customer to take the next step and move closer to making a purchase.

Examples of AIDA

So how does AIDA work in practice? Let's look at a couple of examples:


Example 1: Local Shop

Let's say you're a tea shop owner who wants to attract more customers to your business. You might use the AIDA model in your marketing efforts by

Creating an outdoor advert that features an eye-catching image of a steaming hot cup of tea (Attention).
Underneath the image, you could include a tagline that says "Wake Up Earl and Smell the Grey!" (Interest).
On the side of the advert, you could list the benefits of your tea, such as "100% Fair Trade" and "Locally sourced" (Desire).
Finally, you could include a clear CTA at the bottom of the advert, such as "Visit Us Today! First Cup Free" (Action).

Example 2: New Software Business

Let's say you're a software company that sells a project management tool to businesses. You might use the AIDA model in your marketing efforts by

Creating a landing page that features a video showcasing the benefits of your tool (Attention).
Below the video, you could include a section that outlines the features of your tool and how it can help businesses streamline their projects (Interest).
Next, you could include customer testimonials and case studies that demonstrate the effectiveness of your tool (Desire).
Finally, you could include a prominent CTA button that says "Start Your Free Trial Now" (Action).

AIDA: The Final Word

I hope this helps you understand the AIDA model and how it can be applied in marketing! Whilst it is a fairly basic marketing framework - it removes a lot of complexity and can scale as your business grows.


For more Performance Terminology and Marketing Lingo please visit our dedicated Marketing Glossary section.


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