AIDA model – what is it and how it’s used in marketing

The AIDA model is a formula that is now actively used in marketing to draw the buyer’s attention to a particular type of product, awaken interest in the product and encourage them to buy it. Of course, not all company executives use any schemes in their activities. They carefully plan advertising campaigns and think about improving sales performance more effectively, rather than using standard templates. But this is the wrong approach because in a highly competitive environment, it is essential to stand out. Only in this way, you will be able to develop the business, rapidly increasing its profitability. And just the model bellow will help to achieve the goal.

Basic information about the AIDA model

The AIDA model has been around for a while. It is well known that it has been actively used in marketing and sales for over 120 years, not losing its popularity, but on the contrary, increasing it. And there are several good reasons for the continuous growth in demand:

• the model is based on psychological techniques. They work regardless of whether the person wants it or not, show high efficiency in all areas of activity;
• the AIDA formula has clearly defined milestones and their boundaries. This feature makes it accessible for perception and application. This means that a positive result does not have to wait long either;
• the model is versatile. It can be successfully applied in any kind of advertising, whether it is the creation of clips, development of booklets or writing selling texts.

As we see above, it’s an essential and useful tool that is aimed to make the goods more recognized and business-profitable. The main thing is to be able to use the model so that it was helpful. But it is not difficult at all to do so.

As we see above, it’s an essential and useful tool that is aimed to make the goods more recognized and business-profitable. The main thing is to be able to use the model so that it was helpful. But it is not difficult at all to do so.
Before considering the stages of applying the formula, I would like to dwell once again on the universality, because you can use the AIDA in almost all areas of business, both for direct sales and for the development of advertising campaigns. Usually, it is used by:

• managers and sellers working in the retail sector who are eager to interest people and encourage them to buy;
• in the conclusion of contracts for long-term cooperation, repeated deliveries of products. Thanks to this formula, a potential customer can be finally convinced that the planned partnership is justified;
• in the field of telephone sales, which have become popular particularly today;
• copywriters, working on creating promotional texts that encourage the potential customer to take advantage of the product promoted or order a specific service;
• the developers of commercials.

It remains to understand how to apply AIDA in marketing. After all, only if properly used, the model will bring the desired results, help to increase the sales volume of goods or the level of demand for services. And to understand how the formula is used, you need to consider its components. In total, there are four:

A – Attention;
I – Interest;
D – Desire;
A – Action.

To get the expected result, each of these components must be worked through as qualitatively as possible. If it can be done, the business will be provided with ongoing expansion, and sales will grow rapidly. Let’s consider the development of the marketing program stage by stage, carefully studying each of four points.

A - we draw attention to a product or service

Advertising today is developing very actively; every day people are faced with vast amounts of it. And some scientists have concluded that the average person is faced with several thousand advertising messages per day. As a result, the spread of so-called “advertising blindness”. People have already stopped paying attention to advertising, trying to ignore its maximum volume. Therefore, to attract the attention of potential buyers is not as easy as it might seem at first. But having overcome this task, you can be sure that you have made half of the case.

Let’s consider how to attract the client’s attention to the product that is being promoted:

• the headline – it should be catchy, stand out from the rest of the mass. After reading it, the potential client decides whether to study advertising further. To create a compelling headline, you need to understand the needs of the target audience, analyze its problems and offer a solution;
• the picture – most people first pay attention to the image, and then to the text. Consequently, the image should be as informative, original and catchy as possible;
• visualization elements – this includes unusual effects, shades, dynamic elements, gif, videos. They are also a powerful tool to attract the attention of the target audience;
• personalized treatment. When a person feels that they are addressed to him, it is difficult not to respond and not to pay attention to the related information. Here is an example of how AIDA uses this technique in marketing: “Have you already seen the new model…?” or “Have you already tried it…? Of course, many people will be interested in what we are talking about;
• the smell. It will work in certain areas, such as perfume sales, bakery advertising. If a person hears a smell that he really likes, he is unlikely to resist the temptation of shopping;
• an unconventional approach. It is also a very effective tool. Advertising placed in an unusual place, such as on asphalt, will attract more attention than a standard stand or billboard.

In general, the essence of this stage is clear – to attract the attention of the target audience with originality, extravagance, causing pleasant emotions, etc.

I - we form a steady interest in the product

When half of the work is done and the target audience’s attention is attracted to the product, it should be retained, causing interest in further study of the proposal. You will be able to cope with this stage, knowing how much time you have to interest the potential consumer:

• for the text, the first 30 seconds of reading. If a person does not find anything useful at this time, he will stop reading the material;
• for video, the first 30 seconds of viewing. Perhaps even less;
• for the landing page, it’s time to study the second and third screens. In our conversion rate optimization agency, we use Hotjar to check user behavior, track heatmaps and scrollmaps.

Now it remains to understand how to arouse a steady interest in the offer from the consumer. Here everything is simple – it is necessary to identify the needs and problems of a potential customer and show how to solve them with a particular product or service. If a person understands that he needs this product, he will continue to get acquainted with the offer. Of course, at this stage, in addition to the accuracy of identification of the so-called “pain” of the client, it is necessary to preserve the originality of the approach to the presentation, fueling interest.

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D - we form a desire to buy a product or order a service

It’s easier here. All you have to do is define the benefits for the target audience from applying a particular product. Work with the “pains” of the client continues. We need to focus on what modern people value the most:

• saving time – in conditions of a busy life it is vital;
• taking care of your health and your family – this topic is always hot;
• improving comfort in certain areas of life – a person does not stop striving for comfort, choosing it by default;
• saving money – this point is relevant for a particular part of the target audience;

Let’s consider an example of advertising on model AIDA for the washing machine. To motivate a person to buy it, it’s necessary to tell about the most important advantages of a product that solve the most widespread problems:

• сare for the environment – it does not contain insoluble components that are harmful to the environment;
• time saving – it quickly washes even fatty dishes, eliminates the need for soaping again;
• efficient laundry – quality removal of stains from clothes;
• financial savings – costs are in the range of the market analogues.

If any promotional offers allow you to save extra money, they should also be mentioned on a mandatory basis.

A - call to action

• At the end, be sure to formulate an appeal. It should contain approximately the following words: buy, order, call, come, etc. Use one of these words, which is best suited for the specific situation.
  Don’t forget to use methods in this paragraph that exclude the buyer’s residual doubts, if any. They should refer to the warranty and product quality. For example:
• we will provide certificates that confirm the quality of the product;
• we will give a 12-24 month warranty (or another term, as the case may be) for the product;
• if the product does not meet your expectations, we will refund money for it, etc.

These are the main steps that the AIDA program implies.

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