AIDA is a script that you must write to have a happy ending with your clients.
This article is only for anyone who really wants to have a happy ending with their clients.
Because what I’m going to teach you here can determine the success of your sales: the AIDA method.
This method is a script that you create to communicate adequately with prospects at each stage of the buying journey.
I have already seen many films that failed because they were based on a bad script. But after this article you will have all the tools in hand to write yours with great success. .
And your Oscar-worthy script has a beginning, middle, and end.
From the first contact to the purchase decision, you go through all the stages: Attention, Interest, Desire and Action.
Exactly the four words that make up the acronym AIDA.
And just as it happens in a well-told story, you must follow them with all the care in the world.
If one of them is missing, your script will lose steam.
By applying the AIDA method in your marketing strategy, you are going to walk in the direction of “and they were happily ever after” with your customers.
It is a scene from a movie. Of those that excite even the strongest.
Because you are going to build a relationship with your clients and prospects that your competition will envy.
With this method, your clients and prospects are going to feel special. And so they will convert more.
So if you want a happy ending to your story, devour this article.
I guarantee that you will find many powerful insights in the next few lines.
Because I’m going to show you in detail all the stages of AIDA, how to use it in your business and also a practical example.
You are going to leave here prepared to immediately begin applying this fabulous method.
Come with me!
What is AIDA?
AIDA is a method focused on consumer behavior, based on the idea that there is a cycle through which people go through the conversion process.
Basically, the concept relates actions for the successive stages that consumers go through until they make the decision to buy – or not – the product.
It is a model that marketers rely on to give consumers a boost, so that they can advance in the so-called sales funnel.
Thus, it is present in the journey that consumers go through from the first moment, which is when they know the product, until they make the purchase.
The letters that make up the acrostic AIDA refer to words in English (and also in Spanish).
- Desire (Desire)
The concept was introduced in the 19th century, by Elmo Lewis, a pioneer in advertising and sales in the United States.
It all started around 1899, when Lewis talked about “catching the reader’s eye, informing him, and making him a customer.”
If the idea is consistent today, imagine the power of that message at that time.
In 1909, it evolved even further, becoming “attracting attention, arousing interest, persuading and convincing.”
As you can see, it is not far from the AIDA model that everyone uses today.
By creating advertising and marketing encompassing aspects of the AIDA model, businesses have greater opportunities to transform a potential customer into a customer and a customer into a satisfied customer.
And that is possible through convincing advertisements.
A good advertisement, according to Lewis, makes customers aware and interested enough to go to the store and take the product off the shelf.
What is the lesson of all that?
If your marketing plan does not include all the stages of the AIDA method, the strategy has a high chance of failure.
In the next topic you will see things more clearly.
The stages of AIDA
In order for you to better understand the concept, I am going to divide its four main stages and explain each of them in more detail:
First of all, it is necessary for consumers to know your brand.
Otherwise, the path, and even the purchase decision, may fail before you start.
Therefore, the initial stage of the AIDA method refers to attracting the attention of the target audience, creating awareness around the brand and making it known. Like the solutions it offers, be it these products or services.
It does not matter what forms you will use to attract their attention.
Maybe you present something different, an attractive and unusual design.
Or maybe you decide to opt for the various technological resources that you have at your fingertips today.
Commit to getting attention.
Driving people’s eyes to your brand is essential to stay competitive in the market.
Remember that to achieve this you have to know your audience deeply. That is the first step.
So, do your homework.
It is important to define your buyer persona to understand how they behave, what their wishes, interests and needs are.
Thus, you will be able to identify which type of content is more likely to attract attention and arouse the curiosity of potential customers.
If you are successful at this stage, you are ready for the next.
AIDA’s next step after capturing your audience’s attention is to awaken interest in your product.
That is, it reaches consumers at the exact moment they are trying to discover whether or not there is a real interest in what you offer.
Helping consumers to generate interest means keeping them attentive and engaged with your marketing actions.
They need to be given good reason to want to learn more about your business and your solutions.
I tell you something: this is one of the most challenging phases of the AIDA model.
You managed to get the attention of your target audience, right?
But what and how do you make consumers want to spend their time trying to understand what you mean?
Important: If you defined a person in the previous stage, you already have elements to identify the type of message you want to convey, through which channel and what form you are going to use to arouse their interest.
Now, it is time to make the consumer perceive that you have the best solution to their problem.
For that, pay attention to the next stage.
3. I wish
Desire is often built when working based on the attributes of a product or service, demonstrating its superiority compared to others with similar characteristics.
In other words, when you got here, you caught the attention of a potential client, he identified a need and he knows that your company has the solution,
Here is an essential factor: among all the options available in the market, get the consumer to decide for yours.
It is time to present a proposal that adds value to customers.
You need to convincingly demonstrate the benefits that induce the consumer to opt for your offer and decide to buy.
This stage of AIDA is closely linked to building an emotional relationship between your brand and your audience.
It is a process of convincing.
The customer’s need exists and he wants your solution because only you offer what he is looking for.
If you succeed, you only need to find a perfect opportunity to buy – which leads to the next stage of AIDA.
Last but not least, it is the favorable moment to persuade the public to take a definitive action, conversion.
I remind you that this conversion can be carried out by any action, according to the needs and objectives of your company.
For example, selling is the most common type, but you can also download an eBook or register for a webinar.
Considering that it is the sale, your task in this last stage of the AIDA is to turn the consumer (who already wants your product or service) into a customer.
Until this moment he is almost certain that what you offer is the best.
There is a little push missing that can be a promotion, a special event, in short.
You must do everything possible to move towards the goal you set for yourself. .
In addition to the four main stages, marketers have championed the idea of a fifth element in AIDA.
It is the satisfaction – or retention – of customers.
This stage contemplates the post-sale actions of the companies.
Since maintaining a lasting relationship with your audience today can be the key to sustainable growth, and at the same time, the guarantee that customers make purchases.
We all know that winning over new customers can cost more than keeping loyal ones who already are, do you agree?
So, don’t forget about the one that already performed the action you wanted.
Keep taking care of it.
How to use the AIDA method?
Now that you are aware of the main components of that methodology, you may be wondering: how can I apply it to my marketing planning.
First, it is necessary to understand that AIDA, in addition to being a decision-making model, can also be referred to as a communication model.
Well, this indicates to companies how and when to communicate during each of the stages.
For effect, it takes into consideration that consumers can use different platforms, that it is necessary to have different points of contact and varied information throughout the phases of each one’s journey.
With that in mind, it is easier to plan personalized and segmented actions to achieve your goals.
In addition, there are many practices that can be used in the model stages.
I took some apart to show you
It starts with attention
Your ad can be super smart and persuasive, but what good is it if no one notices it?
In addition, today we are saturated with information on all sides.
You are also a consumer and you know it well.
Therefore, you have to be quick and objective to get people’s attention.
Use powerful words or an image that catches the eye of that prospect.
Make him stop and listen to what you have to say.
To attract the consumer’s attention, the best way is called interruption.
It is a technique that literally involves the consumer.
It can be done in a number of ways, including:
- Guerrilla marketing: placing advertisements and promoting actions in unexpected situations.
- Personalization: It’s hard to ignore something when it’s specifically aimed at you. This happens with email marketing strategies.
- Call-to-Action (CTA): with persuasive phrases and strong colors that attract the attention of your offer.
After attracting attention it is obvious that you should keep it.
This can be more complicated than what happens in the first stage, especially if what you offer is not interesting from the beginning, such as insurance or banking products.
How to gain that interest and generate curiosity, here you depend on a deeper process.
You need to spend time and effort on this part of the planning.
The important thing is to focus on the needs of the prospects.
This means helping them choose the messages that are relevant to them – and quickly.
If you are writing an email marketing, do not annoy the client with so much text or images laden with things.
Take care of the balance between image and content.
Try to use interesting titles, use suggestive words to put in the subject of the email.
Well, they exert a great influence when it comes to the opening rate of messages.
You will see how all that hard work will be rewarded when the consumer is willing to invest time in knowing your business.
Awaken the desire
You caught your prospect’s attention and kept them interested in your message.
Now it will be necessary to transform the message that aroused interest and curiosity into something that is not only relevant, but irresistible.
Remember that the stages of interest and desire go hand in hand.
As you generate interest, you should also educate your prospect, to the point that he understands how your product can help him.
Generally, you do this by making use of the personal wishes of each prospect or by associating resources and benefits with your offer.
This means that when you describe it, you don’t just present the functionalities and features.
Waiting for the audience to discover the benefits on their own doesn’t work.
This must be stated clearly and objectively to create desire.
The ideal is to mix persuasive elements with the functionalities, until the prospect reaches the conclusion that that product is definitely what he needs.
If you managed to lead the consumer to that point, what remains is to “make the sale.”
The infomercials are examples of how to do it right.
After demonstrating the product and convincing that the person needs it, you must make the sale with an irresistible offer.
This is the way infomercials make the call to action: they start with a high price and work their way down until it reaches a third of the original value, and on top of that they offer free shipping.
That makes the offer even more irresistible for those who are interested.
Regardless of whether your action is to make a call or visit your virtual store, for example, make sure to position the CTA in strategic places within the content of your email, in the Facebook Ads ad and on the landing pages of your site.
AIDA model in practice
Now that you know exactly what AIDA is and how to implement this method in your business, I’m going to talk to you about how to use it.
Luckily for you, the industry is full of examples that can clarify your doubts on this matter.
Suppose your business is in the clothing segment and you want to advertise a new exclusive collection with the participation of a stylist.
To attract the attention of potential clients, you can invest in direct marketing actions for a few months before the launch, promoting the stylist, the design, the quality, before a specific target audience.
In a second moment, you can run an email marketing campaign to offer exclusive discounts on the purchase of the first pieces to whoever registers on your site.
Well, it is difficult to resist when the offer is very attractive.
Near the launch, you can hold exclusive events in physical stores with people from that field and advertise them in the media and on social networks.
People will be interested and want an invitation to see the new collection.
To close with a flourish on the decision to purchase a piece, you have to position the calls to action as “Book now”, “Add to cart” or “Get 20% discount right now” on your site and digital media.
Then your job will be to think about post-sale actions, relationship marketing, in order to ensure customer retention and get them to buy again.
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Do not miss it!
In this article you learned about the AIDA method of communication and marketing.
Dress how it is used aptly to attract prospects and convince them to make a purchase or take any desired action.
Remember that even if you fail in the fourth stage, that of action, a positive and lasting impression of your product will remain.
That is why the focus should be on doing a great job during all phases, through well-defined strategic planning.
To increase your chances of success, count on Klickpages and their fabulous landing pages.
That can be the definitive piece to stimulate your customer to buy.