The whole idea of this model is very obvious and easy to implement, perhaps that is why it is so timeless. Its main goal is to inform consumers that a given company exists and is able to offer them products or services that will meet their expectations. AIDA is used in various advertising messages in many companies, including large corporations.
You can read more about the language of benefits on our blog:
The Language of Benefits in Marketing - How can words influence our lives and success?
What is the abbreviation AIDA?
As mentioned above, the AIDA model consists of 4 parts, the order of which is not random. Its purpose is to build tension and arouse curiosity in the consumer enough to want to follow its subsequent stages.
The term AIDA itself is an acronym that is composed of the first letters of the English words that describe the individual stages of the process: Attention , Interest , Desire , Action .
Attention - translated as "attention" - the content of the ad is supposed to attract attention, which is one of the most important and difficult challenges that companies face. It should therefore contain something interesting, extraordinary and standing out from the rest.
There are several ways to interest the recipient. A safe way out is to refer to their current situation. How to do this? Simply raise a problem that the customer has to deal with. Our attention is drawn to things that are unusual, unknown and shocking. Advertising can play on emotions or be mysterious.
According to research conducted in 2017 by Buzzsumo, it turned out that the consumer's concentration is influenced by such headlines that suggest an immediate solution to their problem. It is therefore worth using personalized phrases and avoiding offer content from well-known slogans such as "Our company...".
Interest - or "interest". After gaining the customer's attention, you need to do everything you can to keep it. At this stage, it is important to define the target group appropriately. If so, there is a very high linkedIn database probability that the person will become familiar with what you want to present to them.
This is the perfect time for storytelling. It is important that it is interesting enough for a potential consumer to read the entire message. It is important to ensure that the content is clear, because text that is too extensive can be discouraging to read. Therefore, focus on presenting the topic in a clear way, and then present how your company approaches it.
Desire — “Want” or “desire” — previously acquired interest should be transformed into a desire to possess a given product. The customer must feel the need to buy, even if they haven’t thought about it before. This is the stage where you should show the consumer the uniqueness of your offer, preferably communicating that it is something that the competition does not have. It is therefore worth using the language of benefits and appropriate examples that will prove the benefits that the consumer will receive after using the offer. Try to arouse feelings and deeper values — this is something that recipients will pay attention to subconsciously.
Action — That is, "action" - a call to action. The call to action should be tailored to your target group, using specific language phrases. An example would be encouraging the consumer, for example, to sign up for a free trial period. It is also worth informing what will happen after the customer takes a given step, e.g. after signing up for a newsletter, assure them of the security of their data, thus increasing their sense of peace. Also, remember that your call to action should not be too intrusive, because it can effectively discourage them from using the offer.
