The AIDA model, tracing the customer journey through Awareness/ Attention, Interest, Desire, and Action, is perhaps the best-known marketing model amongst all the classic marketing models. Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously when we’re planning our marketing communications strategy.
1.Awareness / Attention
In the section on Awareness / Attention, usually is the very step of bringing your brand or products to the cloud. Your audience might do not know what you are selling and how your services can help them to fit their needs and wants. Therefore, “A” also stands for ATTRACT your audience to look into your brand or services.
Always ask yourself before you launch a campaign or services. Essentially, the goal is to make consumers aware that a product or service exists.
- Placing advertisements in unexpected situations or locations. This is often referred to as guerrilla marketing.
- Creating shock in advertisements through provocative imagery.
- An intensely targeted message. This is also referred to as personalization.
This is one of the most challenging stages in the AIDA model: you’ve got the attention of a chunk of your target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail?
Gaining the reader’s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping him or her to pick out the messages that are relevant to him quickly – use bullets and subheadings, and break up the text to make your points stand out.
10 Reasons why people buy:
- Make money
- Save money
- Save time
- Avoid effort
- Escape mental or physical pain
- Get more comfort
- Achieve greater cleanliness or hygiene to attain better health
- Gain praise
- Feel more loved
- Increase their popularity or social status
The key is to tie multiple reasons why people buy. You can tie these reasons to your offers, to your headlines, to your stories, to your bullets, to your content topics, to your calls to action.
The Interest and Desire parts of the AIDA model go hand-in-hand: as you’re building the reader’s interest, you also need to help her understand how what you’re offering can help her in a real way. The main way of doing this is by appealing to her personal needs and wants.As you are hopefully building interest in a product or service, it is important that you help customers realize why they “need” this product or service. Think about how the content in infomercials is presented – they aim to provide interesting information on the product, along with the benefits of buying it – benefits that ideally make consumers want the product more and more.
ASK youself before you ASK you audience:
For example : Questions you can ask about your product~
- What are five ways my product or service will help them make money?
- How can my product or service help them save money over the next week, month, or year?
- How much time can I save them and what else could they do with that time?
- What is something they don’t have to do anymore once they get my product or service?
- What physical pain do I eliminate for them and what does that mean for their life or business?
- How does my product or service eliminate mental pain or worry for them?
- What are three ways I or my product can help them feel more comfortable?
- How does my product or service make it easier for them to achieve greater cleanliness or hygiene?
- How does my product or service help them feel more healthy or more alive?
- What are three ways my product or service is going to help them be the envy of their friends and feel more loved by their family?
- How will buying my product make them feel more popular and increase their social status?
With all these sample of questions, you will have better direction of your clients point of view.
The last step of the AIDA model is getting your consumer to initiate action. The advertisement should end with a call to action – a statement that is designed to get an immediate response from the consumer. For example, Netflix uses persuasive text to convince the consumer to try their free trial. Netflix communicates how convenient their product is and highlights its value, then urges consumers to sign up for a free trial.
Nowadays, the AIDA formula is frequently supplemented with an “S” for “satisfaction”, because the product has to ultimately satisfy the consumer. Customer satisfaction does not lie solely with the advertising but rather with the product itself. Therefore, the basic constellation of the four phases is only the prerequisite for the sale.
With the insertion of the “confidence” (trust) factor, a sixth element can also be added. Many marketers also work with the AIDCAS model to optimize sales processes and advertising.
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