No, I don’t mean old jokes but I do like this image and I am a bit of a closet X-files fan.
What I want to talk about is AIDA.
AIDA originated in the 1950s and was one of the original sales training acronyms. Over time the application of the AIDA model has widened from sales to broader communication, and although the context has changed from broadcast to conversation, as a model it is just as relevant today as it was back then. So, if you remember just one sales, selling, communication or engagement model, then remember AIDA. The model describes the basic process by which people become engaged and motivated to take action, including the way that successful selling happens and decisions are made.
A – Attention
I – Interest
D – Desire
A – Action
The AIDA process also applies to any advertising, communication, blog post, investment proposal, elevator pitch, marketing piece etc that aims to generate a response.
Simply, when we buy or do something we do so according to the AIDA process. Something first gets our attention – if it’s relevant to us we are interested to learn or hear more about it. If what has got our attention and appears to closely match our needs and/or aspirations, and resources, particularly if it is special, unique, or rare, it can create a desire within us. If we are prompted or stimulated to overcome our natural caution we may then become motivated or susceptible to taking action and do something.
How could you use it in your business, marketing or communication?
Here’s some AIDA pointers:
Are you using the AIDA process in your communication?
Thanks to columbweb for the photo