AIDA – A SUPER EFFECTIVE MODEL IN MARKETING

Have you ever seen an ad that urges you to buy the product when you first read it? Or are you excited about the offers the brand is launching when you first read them? If you have, you are already attracted to AIDA.

AIDA is a marketing and advertising method that converts readers 

into customers. This method uses a simple and attractive formula of writing articles that gets straight to the mind, helping customers have an in-depth look at products/services to generate leads and make them decide to purchase the product.

The AIDA model was created by entrepreneur Elias St. Elmo Lewis in the late 19th century. The AIDA model is a copywriting formula that stands for Attention, Interest, Desire, and Action used to convert Readers into customers. If one of these steps is missing, the marketing plan will not be as successful as expected.

With AIDA, consumers move through each stage, interacting with your product/service until they convert and become a customer.

1. Attention grabbing: Grab the reader's attention to create awareness

– This is considered the first and possibly the last impression, which readers can catch through advertising, word of mouth, etc. Usually readers have little time to skim through your ad, so impressive headlines to retain readers is very important.

- To make the products known to the readers, marketers need to grab their attention or attract the attention of visual media. Various approaches are deployed to capture the attention of potential customers.

Place appropriate media ads. 

Personalized messages, like those used in one-on-one marketing, are harder to ignore than generic proposals. 

Shocking value advertising, such as the use of graphic images, also captures attention by stimulating a sharp emotional response. 

For example, for a social news program for drivers, a radio release would be more appropriate than a television release. Because the driver will only listen to the news on the radio when working, they don’t have time to watch it while driving.

2. Interest: Drive interest by connecting with your readers 

This is the most important stage, once you've gained attention, the next challenge is to maintain it. If the reader feels the product does not stand out and provide value to them, they will not proceed to the purchase stage. To maintain interest, it's important to convey product messages with concise, clear, easy-to-understand information.

3. Desire: Create desire by explaining the value that customers receive

Once your readers are engaged and interested, continue to give your compelling offers. Create specific benefits for them to turn interest into desire.

Immediately after generating interest, it is important to communicate to the audience why they need it. If the customer may not actually “need” the product, the brand may try to create a “want” for the product.

Typically, the stage when consumers are comparing your product to other competitors' products, the brand needs to highlight its salient benefits that consumers can’t receive from other products.

4. Action: Make your readers take action

If the customer has come this far, it's a matter of interest. The final step is to close the sale and convince the customer to act on their preference. End your pitch or content with a clear and concise CTA. Be direct about the next steps you want a potential customer to take, it can be a sign-up or purchase link. 

To drive action at this stage, come up with plans like: early discounts, free trials, individual offers, referral systems, etc. that can motivate consumers to stop surfing and learn more information to buy products.