AIDA Model: What it is and how you should use it in your strategy


AIDA model

This model was created in 1999 by Elmo Lewis in order to optimize the sales model by improving the relationship between the seller and the buyer. At that time, the whole concept of marketing as we know it today didn't exist.

The acronym AIDA derives from the following concepts:

A - Attention

I - Interest

D - Desire

A - Action

All these concepts correspond to the four different stages of the sales process, which are very important for digital marketing.

You can use the AIDA model for a wide variety of purposes, such as online advertising, sales, acquiring more followers, increasing interactions, etc.

If you carry out all these steps correctly, you can be sure that you will get results.

A - Attention

In this first stage of the model you need to attract customers' attention and you can do this through promotions, sweepstakes, online advertising and more. All this to get the potential consumer to buy your product/service.

You can start by using a catchy title that has to be directly related to what you are going to present.

You have to show your audience your product/service's solution to a problem they have. This is the same as attacking the audience's pain points, i.e. the specific problems that hinder buyers. If you do this, you'll be winning over your audience by attracting attention.

It's important to adopt the strategy of using a title that catches the eye, because there are cases where it's not possible to use a title, for example, an Instagram post doesn't have a title, but a blog article does.

Avoid putting too many advertisements on your site, as this can get in the way of your potential customers. It's important to focus on the most important elements, such as always keeping your site up to date, fast, with the latest news, products, etc.

It is very important to avoid using images with too much information, and not to use clickbait liar in the headlines.

I - Interest

Now that you've caught the public's attention, it's important to keep them interested in order to turn them into potential customers. What you need to do is get them interested in your business. They have to understand that what you're presenting is interesting.

You can do this by showing the strengths and value of your product, specifying how these strengths can solve the potential customer's pain points.

You should always give a good description of your products/services and enhance your brand by telling its story.

Use social proof and get customers to give good feedback on your products/services.

D - Desire

Once you have caught the person's attention and aroused their interest, you need to make them want your product or service.

We can consider this to be the most complicated stage of the process, because it is from here that the potential client starts to analyze the business more carefully, in order to make the decision once and for all to buy or not.

Here it's important to reinforce numbers, to show the success and value of your business. You should further reinforce the benefits of your product and the positive factors that differentiate it from the competition. Make sure your product is talked about because of its differential.

Offer interesting content to stand out and continue to invest in social proof, as it facilitates decision-making. You must turn liking into wanting.

A - Action

We've reached the most important part of this model, the moment when the person decides to buy your product/service. This is where the conversion takes place.

It's important to bear in mind that, even at this point, the customer may need a little help to complete the purchase, so invest in small incentives such as early discounts, free trials, personalized offers for each person, special bonuses, etc.

Present a simple and easy purchasing process. Your website should have a design that is accessible to everyone to facilitate this aspect, if it is too complicated and the buying process has too many steps, it is likely that the person will give up, making all the work done up to this point worthless.

You should also diversify your payment methods. Another widely used strategy is to create a sense of urgency, by specifying that the discount is almost gone, that the item is almost sold out, that the offer is unique, etc. This makes the customer afraid of missing out.

This step doesn't necessarily involve selling products or services; you can do it to increase traffic to your website, get subscribers to your newsletter, increase listeners to your podcast, etc.

It is important to note that if you are going to use a mental trigger, you must do so wisely and responsibly, without misleading the customer.

Increased sales


Retaining and winning over customers is also very important. You are more likely to be able to sell in the future to a customer who has been won over by your brand.

Invest in after-sales services as this is one way of keeping these customers.

You can use strategies such as showing that your brand can offer more improvements to the customer's problems and pains. Good customer service is also key to motivating future purchases.

Another good strategy is not to wait for customers to complain about the product/service, but instead to ask if there is anything the company can improve. This is a way of making the customer feel valued.

In conclusion, the AIDA model is a very effective strategy. Through its stages, you can attract the target audience's attention, arouse their interest in your product/service, instigate a desire to buy and finally get them to act. Always remember to personalize your approach with your audience in mind and adjust your strategy as necessary.

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