Marketing doesn’t work by accident. It is built on a well-thought out framework developed with an understanding of human behavior. One of the building blocks of that framework is the concept of AIDA. AIDA stands for Attention, Interest, Desire, and Action and it is present in every well-developed piece of marketing. Here is how it works.
A – Attention
First, any marketing piece must grab the target customer’s attention. This is done with a catchy headline, stunning design, a bold opening—something that makes the customer stop and take notice.
I – Interest
Next the marketing piece builds interest. This can be done a number of ways, either through appealing imagery that targets the senses or a line of questioning that makes the customer curious. Want to lose weight without going to the gym? Tired of wasting money on groceries that go bad? Ready for a beach getaway? These all build interest and keep the customer engaged.
D – Desire
The next step is to build the desire for whatever the marketing piece is selling. This is achieved by creating a sense of urgency by making the target customer feel like they will miss out on something great or suffer more if they don’t get the product or service.
A – Action
This is when you make the call to action. Generally it’s “buy now” or “call this number for a free quote” or “sign up today.” It is specific and directs the customer toward the purchase.
Some may argue that this is maniacal brainwashing tactics to try and convince people to buy stuff they don’t need. On the contrary, honest marketing professionals use the AIDA framework, but we truthfully present the true benefits of the product or service to the prospect. If it resonates with them, then yes they will be motivated to buy but only if there is a need and only if the marketing demonstrates how that product or service meets that need. Plus, marketing is supposed to sell products and services. This is a big part of how it is done.