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The AIDA Model in Sales

The AIDA model is a marketing communication model that describes the steps a consumer goes through in making a purchase decision. The steps are Attention, Interest, Desire, and Action. The model suggests marketers should first generate Attention by creating awareness of a product or service, then build Interest by showcasing benefits, then cultivate Desire through emotional connections, and finally encourage Action such as a purchase. The document provides details on how to apply the AIDA model at each stage of the consumer decision journey.

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268 views4 pages

The AIDA Model in Sales

The AIDA model is a marketing communication model that describes the steps a consumer goes through in making a purchase decision. The steps are Attention, Interest, Desire, and Action. The model suggests marketers should first generate Attention by creating awareness of a product or service, then build Interest by showcasing benefits, then cultivate Desire through emotional connections, and finally encourage Action such as a purchase. The document provides details on how to apply the AIDA model at each stage of the consumer decision journey.

Uploaded by

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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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AIDA ​stands for​ Attention, Interest, Desire, Action

It is the best known marketing model amongst non-marketers of all the classic marketing
models.

What does the AIDA model mean?

Awareness: creating brand awareness or affiliation with your product or service.

Interest: generating interest in the benefits of your product or service, and sufficient interest to
encourage the buyer to start to research further.

Desire: for your product or service through an 'emotional connection', showing your brand
personality. Move the consumer from 'liking' it to 'wanting it'.
Action: CTA - Move the buyer to interact with your company and taking the next step ie.
downloading a brochure, making the phone call, joining your newsletter, or engaging in live
chat, etc.

The steps in the AIDA model are:

Attention
The consumer becomes aware of a category, product or brand (usually through advertising)

Interest
The consumer becomes interested by learning about brand benefits & how the brand fits with
lifestyle

Desire
The consumer develops a favorable disposition towards the brand

Action
The consumer forms a purchase intention, shops around, engages in trial or makes a purchase

How to use the AIDA model

Awareness
● How to make buyers aware of products or services?
● What is the outreach strategy?
● What is the brand awareness campaign?
● Which tools or platforms are used?
● What should the messages be?

Interest
● How to gain the buyers’ interest?
● What is the content strategy?
● What are the social proof available to back up the brand’s reputation?
● How to make the information available and where? ie. ​on website, via videos, customer
ratings

Desire
● What makes the product or service desirable?
● How to interact personally to make an emotional connection? Online chat? Immediate
response to Twitter feed? Share tips and advice?

Action
● What are the call to actions and where to place them?
● Is it easy for consumers to connect and where would they expect to find it?

AIDA in sales copy

Attention

Headline
Grab readers’ attention by stating the product benefits

Sub-headline
Give details about the product benefits

Problem
Specify the problem and pain points, imply the need for the solution offered

Interest

Video
Increases engagement
Builds credibility

Pictures
Show how the product is used

Internal Validation
Presents results from power users
Examples
Gives more visuals or imagery on how to use the product

Desire

Original Price
Presents the savings and benefits of buying it now

Your Price
First Call to Action (CTA)
Buy button
Testimonials
Feedback from relatable customers
Builds trust
Answers Objections

Objections
Present the probable objections followed by the solution

Benefits
Give a rundown of everything the customer is about to receive

Action

Offer
final CTA
Buy button

Scarcity
How long until the offer expires?

Social Proof
Reviews and Q&A in the comments

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