AIDA method - definition, explanation and examples

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What is the AIDA method?

The AIDA method is one of the oldest sales techniques and marketing that are still used today. It is Elmo Lewis, an American publicist, who laid the foundations for it. His model describes the 4 steps in the bill of sale process. It highlights the steps a customer goes through to make a purchase:

• Attention: capturing the consumer's gaze;
• Interest: development of customer interest;
• Desire: stimulation of the client's desire;
• Action: triggering the sale.

It is a classic taught on the Akimbo Bootcamp to become a Business Developer. It is also essential for writing prospecting emails !

Each step is essential and cannot be overlooked in this method. The chronological order is essential and cannot be changed during a purchase. For example, if a salesperson does not catch Attention of his prospect, the latter will not have Of interest for the product and the purchase will be compromised.

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Why use the AIDA method?

La AIDA method is recognized for its effectiveness in any commercial approach (sales, communication) as well as in the entire conversion process (email marketing, advertising, etc.).

There are several benefits to be learned from this method:

• An acronym that is easy to understand and effective in any commercial approach;
• A framework for setting up sales and marketing actions;
• A focus on the attractiveness of the proposed offer;
• An efficiency that no longer needs to be proven;
• Significantly above average conversion rates.

In summary, the AIDA model and is especially used during the writing prospecting emails or for sale. It can be applied very well orally and gives global steps to follow to maximize sales.

How do I use the AIDA method?

“A” for Attention: attracting your prospect

Having a quality product or service is not enough to sell and your market can be very competitive. It is complicated to be heard and to stand out!

How to be seen? How to stand out from the crowd and attract the attention of your prospects? Use striking images, of Hooks And easy to understand and powerful taglines. Iterate with each of your new prospects and keep the most striking images or hooks. The main objective of this stage is to encourage the prospect to take a deeper interest in your speech.

In summary, this first step of the A.I.D.A method consists in improving Notoriety of your brand to its market and its players.

“I” for Interest: to arouse curiosity

This stage follows chronologically that of attention. Once the first step is successful, you are still a long way from triggering a sale. It is still necessary for the customer to maintain their interest in the product and for these benefits to be greater than its cost. This means engaging your target audience in creating a new need for the product.

This step should not be taken lightly. Every detail counts: the content as well as the form. Essential product or service information should be easy to understand, visible, striking and original. Your knowledge about their needs and motivations is an asset to be used without moderation.

“D” for Desire: you are THE solution

With attention and interest being aroused, the objective is to truly take action by making the product irresistible in the eyes of the customer. And to do this, customers must develop the desire to own the product. It is a decisive step in the sales process.

Various levers are found in this step:

• Show customers that the product is the solution to their problems;
• Play on the emotions of the potential customer: what they may feel when using it;
• Present the benefits of the product for the potential customer;
• Present the benefits of obtaining the product in the long term (compare the situation before/after the acquisition of the product).

“A” for Action: converting your prospect into a customer

This final step is the final step in the sales process. It puts an end to the latter. After following and guiding the potential buyer through the process leading to the purchase, the aim of this final step is to get the product sold. The previous steps were more abstract. The attention, interest and desire of customers are essential, but it is in the concrete form of this last stage that the sale is actually finalized.

For the digital sector, it is a question of Turn a lead into a customer.

To successfully finalize this last stage, you have to play on the rarity of the product, on the side Unpublished and outstanding of the latter.

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How to apply the AIDA method?

To apply the AIDA method, follow the various steps we have just seen chronologically. In short:

Attention

To get the attention and interest of your recipient, you only have a few moments. Also, you can concretely:

• Write an original email subject;
• Interpellate with a catch phrase;
• Use a compelling image:
• Include amazing information.

The interest 

Concretely, to apply this step, you can:

• Personalize the content by showing the prospect that the product or service perfectly meets their expectations;
• Use the storytelling technique: apply a story to your product to arouse emotions in customers.

The desire 

• Demonstrate the exceptional and original side of the product in your communication;
• Use visuals or even powerful testimonies.

The action 

Concretely, this step can be expressed in a link to follow, an email address or telephone number to contact, a QR code, a subscription to a newsletter.

How to convert using the AIDA sales technique?

Again, it is mainly through emotions that the prospect becomes a customer. Lead conversion is a slow process that doesn't only happen during the final stage of the AIDA sales model. It is carried out throughout the process and takes more or less time depending on the individual.

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How do you get the attention of the buyer?

The main objective of marketing is to arouse the interest of a target and to keep their attention by offering them innovative, diverse, instructive and compelling content. Following trends is essential. Any potential customer is bound to be interested in a brand that delivers the right information at the right time.

In general, customers have a limited attention. They do not retain all of advertising messages that they receive on a daily basis. The reason is simple: the lack of variety, freshness and reality of some communication campaigns.

Here are some tips that will help you stand out from the crowd and engage your prospects:

1. Know your customers and adapt your communication

Product marketing content should not be taken lightly. It is essential that you know your market and its players perfectly. You will then more easily identify the needs and expectations of your potential customers. By doing this, they will immediately feel involved in your communication. Conduct market research, target the right customer segment (s). Analysis of your market, of your targets should be one of your primary goals.

Your communication medium will be based on this information that you have collected. In order not to fail immediately, do not hesitate to test your product with a representative audience.

2. Be concise

Numerous studies have shown that visual information is more easily remembered than textual information. Give priority to short introductions and presentations! Good communication gets to the point. Summarize your words and Be clear in what you want to show your customers. The purpose of the design of your visual communication is to highlight your product or service. If the potential customer doesn't immediately understand what you're selling, they won't be interested in your product. Place your product at the center of the visual so that consumers are directly attracted to it.

Before you start, build an editorial strategy. The latter will allow you to offer content that will meet the expectations of your customers. The content offered must be of high quality and follow an SEO approach to inspire trust.

3 - Be original

The innovative side of a product always puzzles the consumer. Promote original and powerful communication media!

4 - Promote the creation of a true brand universe

Visual communication is a great way to communicate your positioning. By creating a brand universe and by offering it on all your media, you will be able to more easily seduce your potential consumers and retain your customers. In addition to buying your products, they will buy the brand universe that surrounds them. For your brand universe to be well anchored in the minds of your customers, it is essential that you adopt a clear identity that is unique to you.

5 - Monitor trends

Trends are changing rapidly. So make sure you are up to date on these to offer a product adapted to customer expectations.

How do you arouse the desire to buy?

A potential customer will want to buy a product more easily if it brings them profits, it's up to you to show him the benefits that your product will bring him. This is why it is essential that you touch the emotions of your consumers in your communication and marketing strategy. It is thanks to emotions arising from a product or service that a customer buys. Be daring and touch their emotions, change the customer's opinion from “why not” to “I want this product”. Show potential customers that the product will save them time and money.

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Example of an email written using the AIDA method

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Purpose: Learn to sell yourself in a business developer interview - Thursday, July 12, 2022! (attention)

Knowing how to sell yourself in a commercial interview is essential to prove your worth and get the job and salary you want! We want to help you get a job in the start-up of your dreams and give you the keys to a successful job interview. (interest)

Discover best practices during a business developer interview (desire). During our webinar, we will explain to you:

• How to show your value in a business developer job interview;
• The different expectations of recruiters;
• Good practices and points of attention;
• How do you stand out from the crowd?

If you are eager to know everything about how to turn your website into an online prospecting tool, register for our webinar on Monday, February 26 at 11:30am! (action)

[registration link]

Any limits to the AIDA method?

Even though the AIDA method is now used by most salespeople, it has some limitations:

1. In a buying process, each step of the AIDA method is not always really visible.

2. New methods like The AIDCAS method offer new perspectives that allow for greater performances. The AIDCAS method is similar to the AIDA model but has two additional steps: Confidence which follows the stage of desire and satisfaction which is now the final stage. Satisfaction refers to the customer loyalty.

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