Or, how AIDA helps you convert visitors into customers
Aida is an opera in four acts by Giuseppe Verdi to an Italian… hold up. Not that Aida. We’re talking about the AIDA model in advertising and marketing, an old standard – over 100 years old, that still converts like crazy. Let me explain.
What is the AIDA model?
Whether you’re a little green behind the ears, a seasoned copywriter, or simply staring at a blank page trying to figure out your next move, AIDA is for you.
AIDA stands for Attention, Interest, Desire, Action.
Widely used in advertising and marketing circles, AIDA describes the number of cognitive steps required to move a prospect from brand awareness to taking action – purchase, signup for a trial, subscribe etc.
Each step has an important part to play in the sequence: Attention leads to Interest, which leads to Desire, which leads to Action. AIDA is also a convenient way to sort your current marketing activities into categories to identify gaps in your strategy and gauge where to focus your efforts.
This model has proved effective for many forms of digital and print advertising and marketing; including webpage copywriting, emails, snail mail, radio, video content marketing, VSLs (video sales letters), and TV ads, just to name a few. And when used correctly, can help you sell like hotcakes.
But before we can take advantage of this powerful marketing model, we need to break it down to see how it works.
Attention
The first stage of AIDA is Attention (interchangeable with Awareness). It’s all about brand awareness – making sure your target audience knows your brand exists and what it does. Thorough audience research is an absolute must for this stage.
People are constantly bombarded with media, so you need to be swift and potent to grab people’s attention. Powerful headlines and hero images can jolt prospects into a state of intrigue, enticing them to click or read on.
Brand awareness can also be achieved through organic search traffic from effective SEO copywriting. Helpful, high-quality blog posts are also a great way for prospects to become cognisant of your brand.
Alternatively, if you prefer an offline approach, try speaking at a conference, flyer drops, or even sponsoring a local event. Of course, a combination of online and offline approaches can prove effective.
Interest
Now you’ve got your prospect’s attention, it’s time to foster interest. For this to happen, prospects must feel that your products or services can enrich their lives and solve their problems. This is where Elmer Wheeler’s timeless “Don’t sell the steak – sell the sizzle” advice comes in handy – focus on benefits, not just features.
This step can be quite challenging, as you need to engage prospects enough to spend more time understanding your message. Try using bullet points, subheadings, breaking up text, and even formatting your main point/s in bold (but not too much), to get your message across as efficiently as possible.
Short video demonstrations and introductions have become increasingly popular – particularly one minute videos on homepages. This is because video enables companies to quickly demonstrate key benefits to a customer in a compelling, approachable format.
Desire
Attention and interest alone are not always enough to convert to sales. Hence our next step: Desire – why the prospect NEEDS your product or service. And it’s at this point prospects begin comparing your brand to your competitors. So you’ve got a bit of work to do to push them through.
To start with, fuel your prospect’s desire by showing them how they can replicate the success of your existing customers. Top this up with a nice healthy serve of what your products and services can do that your competitors can’t.
Case studies, testimonials, and videos of customers successfully using your products or services are all excellent marketing tools for increasing customer desire. Furthermore, proof that your offerings are preferred over your competitors can help overcome customer objections, reduce purchase risk, and improve your brand equity. All of which help guide your prospect to take action.
And if your prospects don’t need what your offering, you can always try creating a want for it.
Action
Finally, your prospect is aware of your brand, they agree it can benefit them, and feel a need for it to do so. However, even if prospects are willing to try or buy, many still need a final push to go ahead and take action.
Clear steps and succinct copywriting play an immensely important role in this stage of the process. Crafting the right call to action depends on the audience, their needs, and the words they use. Many copywriters also use a combination of positive and negative reinforcements to trigger action.
Early bird discounts, limited-time offers, promotions, coupons, free trials, and referral systems can provide just the right incentive to push prospects over the line to take action. Moreover, bright colours on a website call to action can help this final step as simple, and attractive as possible.
Examples of AIDA in use
1. AIDA model for Coca Cola
The Coca Cola Company has successfully used the AIDA in its marketing for years. Here’s a quick breakdown of how AIDA has been utilised by the powerhouse beverage brand.
This example takes a holistic approach to marketing, utilising the AIDA model across multiple platforms to compel prospects to purchase. Let’s have a look.
Attention
To gain brand awareness, a barrage of advertising for Coca-Cola products (Coke, Diet Coke, and Coke Zero) is spread to the masses through TV ads, Internet, local cinema advertising, paid digital ads, amongst others. In fact, The Coca-Cola Company has spent up to $4 billion on global advertising in recent years.
Interest
To foster interest, Coke mentions specific beverage ingredients in its advertising. Coke Zero Sugar in particular, with its message that it tastes the same as Coke, without the calories. Which is a huge plus for weight-conscious fans of the drink.
Desire
For the longest time, Coke advertising has been about sharing good times with friends and family – Coca-Cola bringing people together. People view these hip young things drinking their zero-sugar beverages and having a good time without a care in the world. They desire this feeling. They feel a NEED for this refreshment and lifestyle without the guilt of drinking calorie-laden soft drinks. Bingo.
Action
You can get a Coke at a restaurant, vending machine, cafe, cafeteria, grocery store, corner store, petrol station… Basically anywhere you can purchase a beverage, there’s a good chance you can purchase a Coke. The brand succeeds in creating action due to its mass exposure and availability for purchase at a low price point. Because of this, Coca-Cola manages to maintain its position as one of the most revered soft drink brands in the world.
2. AIDA model for Moz opt-in box
Attention
The headline is direct and claims to solve a significant problem many business owners have – lead generation through online traffic. A great way to grab attention. Furthermore, using only six words in the headline enables the font to be larger without going over the line, increasing the aesthetic appeal.
Interest
A concise sentence that clearly outlines benefits to the prospect, and how Moz Pro can solve their problems – “increase your such engine visibility and keep you ahead of your competitors.”
Desire
Proof that Moz Pro is preferred over competitors to make prospects feel they need it to drive traffic to their site – “largest community of SEOs on the planet.”
Action
The call to action is clear and direct, and the coloured box contrasts the background to draw the eye. There is no mistaking this call to action. Also, a free trial can alleviate risk, giving prospects the extra push they need to take action.
3. AIDA model in webpage copywriting
Here’s a basic template for structuring your own webpage using the AIDA model to drive prospects to take action.
Attention
A compelling headline to grab the prospect’s attention and entice them to read on.
Interest
Foster interest by focusing on benefits, problem solving, and how your brand can improve the lives of your prospects.
Desire
Stimulate desire with an image or video of existing customers successfully using your product or service. Accompany this with data, reviews or testimonials to provide further proof that this success can be replicated.
Action
A simple, direct message in a coloured box to call the prospect to action.
Have a play around with this basic layout to best suit your audience and brand.
Conclusion
Using the AIDA model in your copywriting and marketing can greatly increase your chances of converting prospects into customers. However, it is not a one-stop solution to your marketing woes. And it’s not as easy as just popping a few words into a template.
You need to know your audience, and the best way to target them to garner their attention. Furthermore, your copywriting needs to be on-point, and in a language that resonates with your audience and brand.
But all of this is useless if your product or service isn’t actually worthy of your customer’s time and money. Value your brand and value your customers. Because when all’s said and done, building long-term relationships with your customers is what’s going to grow your brand and keep business thriving for years to come.
The AIDA model can certainly help increase sales for your business. But if you really want it to work, you’ll need some pretty solid copywriting. I can help. And I look forward to working with you.
Related article: 7 common website copywriting mistakes (and how to fix them)
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