The world of advertising is becoming increasingly competitive, but the principles of classic marketing remain the same. To encourage a user to make a purchase, you need to lead him through four stages of the sales funnel. In 1898, American advertiser Elias St. Elmo Lewis called this method AIDA and all marketers in the world still use it.
In this article, we will look at what AIDA is and how it helps influence the audience at all stages of the sales funnel.
What is AIDA
The abbreviation AIDA stands for Attention, Interest, Desire and Action. These are the mandatory stages that a consumer goes through when viewing an advertisement.
According to the methodology, the main role of advertising telegram number database is to attract a client. But it is not enough to hook the user, you need to arouse his interest in the product or service. As soon as the client is interested, it is important to form a desire to take advantage of this offer. As a result, the person must buy or order the product.
The marketer’s task is to ensure that as many potential users as possible move from one stage of the sales funnel to another and reach the end.
The author of the AIDA theory, American advertiser Elias St. Elmo Lewis, proposed the following stages of the sales funnel:
Let’s take a look at how Burger King uses the AIDA steps.
Attention. It is attracted by bold headlines, bright creatives, dynamic videos, unusual colors, striking typography, noticeable posters and celebrities’ faces.
Burger King uses provocative advertising to attract the attention of its target audience and other seemingly uninterested people.
Interest. A profitable promotion or special offer will help to interest the user. The audience’s interest can also be aroused by a unique selling proposition (USP).
For example, Burger King grabs attention the most successful example with a provocative headline and then piques interest with information about a discount.
Desire. At this stage, it is important to use all audiovisual means to explain the advantages of the product or service, the unique properties and the benefit of buying. Let the consumer already feel like the owner of the product.
For example, Burger King does not tell, but shows its products. So that the customer understands in which fast food chain one can buy such delicious food, the company left its logo.
Action. Provide clear instructions and a call to purchase in a prominent place. It is important that the ordering process is as simple and convenient as possible for the customer. This significantly reduces the likelihood that he will not complete the transaction.
In the poster below, the fast food chain maintains its recognizable style:
a provocative, conversational headline and a memorable image grab attention;
the terms of the promotion are interesting;
the image of delicious potatoes makes you want to try them;
instructions with a promo code call the buyer to action.
How to Apply the AIDA Model in Marketing
Marketers use AIDA to write catchy ad copy and sales emails. Here’s a plan of action:
Example. SmartTime smartwatch sales script based on AIDA:
1. Attention:
“Hello! Have you ever wondered how you can become saudi phone number more organized? Let me introduce you to our new SmartTime smartwatch that will help you manage your time and health!”
2. Interest:
“This watch not only shows the time, but also tracks physical activity, stress levels and sleep quality. Imagine how convenient it would be to receive notifications from your phone right on your wrist, without being distracted from important matters!”
