AIDA is a popular scheme used to write sales texts and compose advertising messages. It’s one of the most famous models for sales copywriting. It’s also used to develop marketing funnels. Here’s how AIDA works.
Taking Apart Each Letter in the AIDA Model
The model represents four steps to take a buyer through. Each letter corresponds to one of those steps.
All four steps can be contained in a single sales text – for example, in an email or on a landing page. Sometimes the scheme is broken down into several steps. So, the first letter in an email newsletter may correspond to step A, the second to step I, and so on. We’ll break down each letter in the model in detail.
A – Attention, Awareness. The person has to know about the existence of the company in order to become a potential customer. That is, it is necessary to attract his attention.
If you fail to attract attention, the other stages of AIDA will be useless. At stage A, you need to identify your target audience and find a way to tell them about your existence.
The letter A in the selling text is the headline that attracts attention. For example: “How does artificial intelligence help you win Reactoonz slot for real money?”
Level A is contextual, targeting, teaser advertising, SEO, content marketing, banners, billboards, guerrilla marketing, flyers, newspaper ads, and other tools. Especially, take a look at banners, as they are still actual.
At this stage, it’s important to choose the right target audience. Otherwise, you will show the offer to those who do not need it. Then the first stage will take a large budget, and there will be few purchases. It’s also important to write marketing messages for each segment of the audience.
I – Interest. The goal of this stage is to get the customer interested. Suppose a user sees an ad and goes to the site or social networks. Or saw an attractive headline and started reading the text. To retain the customer, you need to give him useful and structured information about the product.
Here’s what they do in phase I:
- Tell clients about the tasks which the product solves.
- Offer advantageous rates.
- Tell clients about the benefits of the product.
After stage I, the buyer should understand what he is offered and how it’s useful for him.
D – Desire. It isn’t enough to arouse interest – the potential buyer must want to buy the product. In the third stage, it’s necessary to be motivated to buy.
At Stage D, the buyer is told how the product or service will change his life: show cases and testimonials that draw the reader images of how the product solves the customer’s problems. Stage D can use a discount – it creates a desire to buy right now.
One way is to let the user try the product. In a few days or weeks, he will understand if he really needs the product.
If there is no way to offer a demo, the sales manager can show how the product works and reiterate what problems the product solves.
A – Action. This is where the final offer to the customer is formed. Here the customer is shown the target action – what to do to buy the product. Motivational slogans are often used.
If at a previous stage you did not use a limited offer with a discount, you can use it here. Or remind customers that the price of the product is about to increase.
Sometimes S – Satisfaction is added to the formula. This stage comes when the customer has already purchased the product. S is quality fulfillment. It’s needed so that the customer will continue to use the company’s services.
Why Your Business Needs AIDA
Although AIDA is over 120 years old, it’s still effective. It can be used to build communication with a user so that they are more likely to make a purchase.
The benefits of the AIDA model:
- Versatility. AIDA is suitable for almost any business – from online-shop of coffee and tea to online-service of job search.
- Simplicity. You don’t need to hire a specialist to implement the AIDA model in your business. Its principle of operation is easy to understand and use even by a novice marketer.
- Sales funnel consistency. AIDA helps to structure the information on the customer experience. The model is particularly useful for those who are just starting to create a sales funnel or who are thinking of how to increase the conversion rate at each of its stages.
- Easy to evaluate. The effectiveness of the created funnel is reflected in the conversion rate. To understand which actions have brought results and promoted the website visitor to the next stage, you can use A/B tests. The results of A/B tests will also show the weak points in the funnel, which need to be worked on to grow faster.
Feature of the AIDA Model
AIDA marketing strategy is effective only if it’s targeted to the target audience. For example, an online store of automobile tires and disks has car owners as a target audience. It’s unlikely that such a store will be able to turn a young mother who is looking for baby formula on the internet into a customer.
The company should thoroughly study the needs and desires of its customers, the reasons they buy, and their decision-making processes even before creating a sales funnel based on AIDA. This is the only way to achieve success in interacting with users.