Learn About the AIDA Model and See Examples
Attention, Interest, Desire, Action
The acronym AIDA stands for Attention, Interest, Desire (or decision), Action, and it is one of the founding principles of most modern-day marketing and advertising. In fact, it's often said that if your marketing or advertising is missing just one of the four AIDA steps, it will fail. And it will fail hard.
Now, while that warning not strictly true (a branding or awareness campaign does not necessarily need the Action step in that sense of the word) you need to know about AIDA, and use it whenever possible.
It's a rule you need to learn well before you can break it. So, let's dive into one of the cornerstones of modern marketing and advertising...the AIDA model.
Where AIDA Came From
American advertising and sales pioneer Elias. St. Elmo Lewis, a legend inducted into the advertising hall of fame in 1951, coined the phrase and approach. It started way back in 1899, when Lewis talked about "catching the eye of the reader, to inform him, to make a customer of him." By 1909, that had evolved several times, becoming "attract attention, awaken the interest, persuade and convince." It's not far from the AIDA model that is now used throughout the world.
Also called "Awareness," this is the part often overlooked by most advertisers today. It's just assumed that people will find the product or service as interesting as the client does, but that's rarely the case. Sadly, so many ads jump straight to Interest, and thus bypass Attention, that the ad is doomed to failure.
An ad can be as clever or as persuasive as you want, if no one sees it, what's the point?
To attract the attention of the consumer, the best approach is called disruption. This is a technique that literally jars the consumer into paying attention. It can be done in many ways, including:
- Location: Placing ads in very unexpected situations. This is often called guerrilla or ambient media.
- Shock factor: Getting people to pay attention can be done easily with a shock. This can be done in many ways, a very common one being sexually provocative imagery. Of course, whatever you do should be tied to the product in some way.
- Personalization: It's hard to ignore something if it is aimed at you specifically. This is no longer the case with direct mail, as it is all personalized. But imagine reading a newspaper ad and seeing your name in the headline. Would you read on?
Once you've got their attention, you have to keep it. This is actually trickier than the first step, especially if your product or service is not inherently interesting to begin with (think of insurance, or banking products).
Many companies have managed to navigate this beautifully by getting the information across in an entertaining and memorable way. Geico commercials do this very well, with the Geico Gecko and Cavemen ads adding tons of personality to an otherwise dry subject matter.
If you're writing direct mail, don't bore the reader with dozens of pages of heavy text. Keep it light, easy to read and break up the information with unusual subheads and illustrations. This should not be hard work, after all, you're taking up your prospect's valuable time.
You've grabbed their attention, and you've kept it. Now, it's your job to create desire. You must turn the story you've told into one that is not only extremely relevant to the prospect, but also irresistible. Infomercials actually do this very well, by showing products in dozens of different situations.
"Sure, it's a nice frying pan, but did you know it can also cook a whole roast chicken, and do sides at the same time? And it can make dessert too, plus it's easy to clean and takes up no counter space." You keep layering on the facts, mixing in some character and persuasiveness, until the viewer or reader has only one conclusion - "this thing is definitely for me! In fact, I'm amazed I've been able to live without it for so long!"
In the infamous Glengarry Glenn Ross scene featuring Alec Baldwin (at his very best) this step is called Decision.
It's also just as relevant, but takes the additional step to assume the desire has already been fulfilled, and a decision to buy has been reached (or not, if you have done a poor selling job).
If the consumer is still with you at this point, you have one job left to do. It is, of course, the most important job, and is often referred to as "closing the sale." In a courtroom, this would be the final summation from the lawyer. He or she has already laid out the case, now it's time to seal the deal and convince you to agree with their argument.
The same is true with selling a product. And once again, infomercials do this well (although it's crude to say the least). After demonstrating the product, and convincing you that you need it, they close the sale with an amazing offer. This is the Call To Action (CTA). They'll start out with a high price, chop it down again and again until it's a third of the original price, and then give you a two-for-one deal and free shipping. You're officially on the hook at that point.
You don't have to be that blatant. If you want the Action to be making a call or visiting a website, do that. If you want them to go to a showroom for a test drive, find a way to get them out of their chairs. If you fail at step four, if they don't take Action, then you at least want to leave a lasting and positive impression about your product. That's why doing a great job with the first three steps is so important.
Now that you know just what AIDA is, and how to implement it, you may still be wondering how it has been used effectively in marketing, advertising, and design. Fortunately, the industry is replete with examples, as it's one of the foundations of the craft.
When it comes to poster design, for example, almost every single movie poster you've ever seen conforms to AIDA. It has to. The movie poster's sole purpose is to get your attention, draw your interest, feed you with a desire to watch the movie, and then go and buy a ticket. Other examples of posters using AIDA can be found here.
Direct mail is another huge proponent of AIDA, and with good reason. The direct mail package must get you through all four steps if it is going to be successful. If it fails to grab your attention (in the right way) it will be thrown in the trash. But even after you've noticed it, it has to invite you inside, get you to read, get you salivating over the product or service on offer, and of course, prompt you to call, click, or buy.
Even the humble email has the same problem, and AIDA is the solution. The subject line will grab your attention. The content of the email will raise your interest and incite desire. And the final action should be just a simple click.
If you want to see an example that will stay with you long after reading this article, you need to watch this incredible scene from the movie Glengarry Glen Ross. Alec Baldwin has only a few minutes, but his use of AIDA is beyond compare. Now...go and do likewise.