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The AIDA Model Explained

Discussion in 'Copywriting & Sales Persuasion' started by StevenJones, Nov 26, 2012.

  1. StevenJones

    StevenJones Junior Member

    Mar 15, 2011
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    AIDA is the abbreviation in the marketing scene that describes a common list of events that may be undergone when a person, in this case you, is selling a product or service. Lewis, the creator of the AIDA funnel model tested his model out in the United States insurance market to explain the mechanisms of selling. Lewis claimed that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product. I hope you already see the potential here. Know the buyer´s thinking routine! Let me explain the abbreviation to you, this way it will make more sense

    • The A stands for Attention: Attract the attention of the customer. Your basic task here is to grab the attention of the potential buyer. Tell something captivating, a story how you stumbled upon this new technique or report and why you are putting it out there as a special offer.
    • The I stands for Interest: Raise customer interest by focusing on and demonstrating advantages and benefits. What will it mean to your potential buyers when they buy your stuff? Create an ambiance around your product. Focus on the last but do also include results or proof that your product works!
    • The D stands for Desire: Convince customers that they want and desire the product or service and that it will satisfy their needs!
    • This A stands for Action: lead customers towards taking action and/or purchasing. Basically your call to action

    Using a system like this gives one a general understanding of how to target a market effectively. Do note that moving from step to step one loses some percent of prospects. This is just natural process. I think it more than reasonable to take the 80/20 rule in account. There are always people that are interested but don't have the money ready, don't have the proper service to pay, still lost their interest when reading the letter, found something better etc.

    I want to finish this post with showing you an scene from the movie "Glengarry Glen Ross"..

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