When it comes to moving potential customers to action, A-I-D-A (or AIDA), works by moving buyers through a series of steps by providing the right information through the right channels and at the right time.
Step 1. Capture the Attention of your target audience members. You’re competing with thousands upon thousands of messages in everything from traditional media to social media to word-of-mouth communication. Your message needs to break through the clutter to be seen and/or heard.
Step 2. Spark the potential buyer’s Interest in what you’re saying (and hopefully in your product as well). Can you keep them informed or entertained enough to listen to your complete message?
Step 3. Develop their Desire in what you’re offering. You need to make your brand story relevant to your audience and then supplement fact-based arguments with emotional connectedness.
Step 4. Provide a clear path to Action. Allow a positive decision to be made and support the customer in making the desired exchange.
The AIDA approach works best when you know your audience, engage with them, and genuinely attempt to serve their needs.
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