AIDA method: definition

[taslimakhatun119]

The AIDA method emerged at the end of the 19th century. Very old, but still relevant, it is due to an American, Elias St. Elmo Lewis, a fervent defender of advertising.

He then formulated in 1898: " attract attention, maintain interest, create desire, get action".

This is the birth of the acronym and the AIDA method. It aims to guide a marketing message by following the steps a consumer goes through to make a purchasing decision.

125 years after its theorization, the AIDA method remains essential for converting a prospect into a customer . It is therefore particularly used for writing marketing content. It is, in fact, suitable for all communication media, including digital (sales page, landing page, advertising on social networks, Google Ads, newsletter, etc.).

It’s a proven copywriting technique that you can apply to your entire content strategy, regardless of the channel.

What is copywriting?
Copywriting is about writing persuasive contexts to captivate an audience and italy telegram get them to take action. In other words, copywriting is the art of using words to sell. To do this, a copywriter uses tools, such as the AIDA model, and certain cognitive biases. The goal is to influence consumer behavior to encourage them to buy.

What does the acronym AIDA mean?
The acronym AIDA stands for “attention,” “interest,” “desire,” and “action.” These are the four stages a consumer goes through to make a purchasing decision. As such, these are also the phases that marketing content creation must follow to be effective and aim for conversion.

1. Attract attention
The first step of the AIDA method is to attract the consumer's attention . We assume that he does not know the product or the brand. It is then a question of finding a way to appeal to him, by playing on the substance or on the form.

This is a critical phase, because the opportunity lasts only a few seconds , especially if we apply the AIDA method to a marketing email or a publication for social networks. The attention span of Internet users is very short (even more so if you target the younger generations).

AIDA method
2. Generate interest
Once you have captured your audience's attention, you need to cultivate their interest . At this stage of the AIDA method, they must feel that your company and your products or services can meet their needs. Be careful, however: this second stage is not intended to sell your offer, but to educate your prospect.

3. Create desire
In the third phase of the AIDA method, you must make your offer irresistible . You must give your prospect an excellent reason to make a purchase (the next and final step in the process). To do this, you will put forward arguments that speak to your audience. This requires knowing their profile, expectations and needs well.

4. Push to action
If you have successfully completed the previous steps, you can now encourage your prospect to take action. Your entire message is geared towards sales . To do this, you highlight elements such as a call-to-action button, a link or contact information, depending on the communication medium.