How to use AIDA model for your business

 The AIDA model is a marketing framework used to break down the customer purchase process into four stages: Attention, Interest, Desire and Action.

Consumers move through each stage, interacting with your product or service until they convert and become a customer:

  • Attention: Catch your audience’s attention to create awareness.
  • Interest: Drive interest by connecting with your reader.
  • Desire: Generate desire by explaining what they get out of it.
  • Action: Move your reader to take action.

The AIDA model is used widely in marketing, sales and public relations because it offers a simple copywriting formula for attracting, engaging and converting leads. Marketers can scale the AIDA model for different needs like copywriting e-newsletters or developing sales pitches.

How to Use the AIDA Model

We use AIDA most often for creating blog content and email outreach, but the formula can be replicated across many different mediums. Follow the steps below to incorporate it into your next project.

Grab Attention

Like with any good pick up line, you have to open your content with a hook. This is especially important for writing email subject lines and article headlines where you often compete with hundreds of others.

To come up with attention-grabbing copy, start by thinking about what your audience or customer persona cares about. Consider their background, industry, obstacles, motivations and even seasonality to determine why they may be interested in hearing from you.

Inspire Interest

Now that you’ve got your audience’s attention, the challenging part is keeping it. Why should they continue reading your email or blog post? For SEO purposes, this can also encourage readers to stick around longer on your page and engage with your content.

Personalization is a great way to connect with readers or prospects to show them you understand them. Add in enough information to keep them engaged, but don’t overwhelm them or pile on irrelevant talking points. Remember, more is less.

Generate Desire

Once your audience is hooked and interested, go ahead and tell them what your offer is. Back up your pitch with concrete benefits for them to turn their interest into desire. How will this make their life easier or better?

To increase your credibility, showcase example work, case studies or testimonials to help nudge them to the next stage.

Call to Action

Round out your pitch or content with a clear and concise CTA. Be direct about the next steps you want a potential lead to take. Should they fill out a contact form or respond directly to your email? Don’t confuse them with tons of options or a vague “Let me know what you think” sign off.

As an added bonus, reduce friction on their end by providing additional assets like a link to your data results for the study you’re pitching. Anything you can do to make their job easier will increase the odds they take action.

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Business Catalyst

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