First AIDA

An introduction to the all-defining marketing acronym

I am . . .  .  If you had to list 20 things to fill in that blank, what would make the cut? (Go ahead, I’ll wait). It definitely gets harder the further you go. Most of us have a few relationships / titles that come to our head – most often having to deal with our family and occupation. Afterwards, you may have listed some skills, talents, or passions that you feel really great about (even ones that people don't necessarily know about). Finally, you probably thought about traits that really fit you – the ones your friends would use to describe you. 

No, we're not talking 

about Elton John and Tim Rice

You carry all of these around with you all the time and any one of them can affect any one of your actions. In a similar manner, those creating marketing have to carry around the acronym AIDA in whatever they do. It must be so ingrained that it comes naturally (and luckily, for many at least part of it does). Check all of your campaigns and marketing materials to ensure it passes this test. 

Enough of me babbling on about pop culture references (yeah that one was just because), let’s get into what AIDA actually stands for:

*Note: We’ll go in-depth for each area in the coming weeks. For now, this is just a primer

Awareness – The very first (and arguably most important) step in your marketing message. This is the part where you’re trying to figure out what will garner your audience’s attention. After all, they can’t find you unless they know you exist

Interest – Next you have to keep your prospects’ attention and engage them. This is where you identify with the pain your customers feel (from not having your product). 

Desire – And this is where you describe how your product will solve their problem. Show them how happy they’ll be or how much easier life will be by showcasing features and benefits.

Action – By now, they should see the value and in some cases be nearly begging to purchase. Convince them to take that final leap and show you money.  

Keep checking in to see the in-depth posts for each area!

Related Posts

P.S. Don't Forget The P.S. - Using the Primacy and Recency Effect to improve your marketing message

That Picture is Going to Cost Me How Many Words?? - Images vs. Text - which is more likely to improve my advertising?

Orange is the New Red