13-AIDA Model

Compiled by:
M.Phil Applied Linguistics

sajjadiqbalkhan786@gmail.com
What is the AIDA marketing model?
The AIDA model (also known as a conversion

or marketing funnel)
It is a marketing, advertising, and sales
approach technique intended to offer insight
into the customer’s thoughts and depict the
actions required to develop leads and produce
sales.
According to the concept, customers go
through four stages before purchasing a
product or service. The model’s name reflects
these steps: Awareness, Interest, Desire, and
Action.
Four steps of the AIDA marketing model
When customers go through the model

stages, a confidence marketer keeps close
track of the emotions that the customers
experience linked to their product or service
as it relates to purchase decisions and what
they call “moments of truth”. So, let’s look at
how you can use the AIDA marketing model
to strengthen your marketing approach and
direct people toward purchasing decisions.
A – Awareness
The primary goal of this stage is to raise

brand knowledge about the offer and
capture customers’ attention.
Sadly, this step of the marketing funnel
is frequently neglected. This aspect,
however, is critical to success. Before
getting consumers to buy your goods,
you must first increase awareness and
give relevant information via effective
communications.
Best Practices For ‘Awareness’
Create compelling content that

captures and engages customers to
discover more about your company,
product, or service.
I – Interest
When customers know your brand, product, or service, it
is essential to stimulate their attention.
•At this point, you must exhibit your product’s benefits

and distinguishing features to gain customer confidence.
The main goal of this stage is to engage visitors with your
content and communicate the marketing message in a
style that is appropriate for the target audience’s
demands.
•The key to success is to have a clear grasp of the client’s
needs, include them actively, address any questions that
emerge at this time, and demonstrate how the product
will better their lives.
Best Practices For ‘Interest’
Now you must create reasons for people to buy

your goods. Thus the material should reflect the
visitors’ values. Use narrative, provide data, and
address pain points to attract your customers’
attention.
Example of ‘Interest’
Hubspot is an excellent example of a firm that

d ev i s e d a u n i q u e a p p ro a c h to reta i n i n g
customers’ interest through inbound product
marketing. Hubspot creates a lot of quality
information, so customers consider its website
as a helpful resource regardless of whether they
intend to buy something.
D – Desire:
The AIDA model’s next stage is to

convert the clients’ attention into
desire. In most situations, buyers
arrive at this stage after comparing
products or services from many
brands. Our objective is to establish
an emotional connection with your
offer
D – Desire:
•You must also describe the unique
attributes and benefits of your product
to your target audience, in addition to
the facts that the buyers already know
about your product.
•Other methods of stimulating desire
include offering sales or discounts,
d e m o n s t ra t i n g yo u r p r o d u c t a s a
solution to certain issues, and creating
scarcity using countdown timers.
Best Practices For ‘Desire’
To maximize the likelihood of purchasing your

product or service, you must encourage them
to connect with your brand as frequently as
possible through efficient lead nurturing
tactics.
•Getting your customers to subscribe to your
email list and regularly sending them relevant
information is an excellent method to stay in
touch.
•Using user-generated material, “before and
after” case studies, reviews, and testimonials,
you may create desire. Social media sites and
blogs are the finest places to distribute this
sort of material.
Example of ‘Desire’
"This laptop case is made of aluminum,"
describes a feature, and leaves the
audience thinking "So what?" Persuade
the audience by adding the benefits
"...giving a stylish look, that's kinder to
your back and shoulders."
You may want to take this further by
appealing to people's deeper drives "...
giving effortless portability and a sleek
appearance and that will be the envy of
your friends and co-workers."
A – Action
You must drive clients to take action when they have
received sufficient information about your brand,
product, or service. Summarize the issue you’ll be
addressing and how your product will solve it.
Finally, be very clear about what action you

want your readers to take; for example,
"Visit www.mindtools.com now for more
information" rather than just leaving people
to work out what to do for themselves.
A – Action
At this point, you can use a call to

action (CTA) to encourage clients to
visit your website, join a mailing list,
or place an order. Checkout and other
activities associated with the Action
stage should be straightforward and
convenient. In the alternative, you
risk losing the customer.
Best Practices For ‘Action’
Your CTA language should be well-

written and aesthetically attractive to
highlight what action clients must take
and what benefits they will obtain as a
consequence. You may include the
CTA button in emails or on your
website.
•A call to action might be as simple as
scheduling a demo, asking for a discount,
or signing up for a free trial.
•It’s crucial to select straightforward

payment alternatives, as should have a
user-friendly checkout page. For
example, if your target audience
frequently uses PayPal or Apple devices,
offering a means to pay through these
s e r v i c e s m ay s i g n i f i c a n t l y i n c r e a s e
conversion.
Wrapping It Up
As you can see, the AIDA model is a

useful approach for making business
and marketing decisions. It is
important for content strategists in
constructing the marketing funnel and
understanding the consumer decision-
making process.
Following the basic formula with four
components — awareness, interest,
desire, and action — provides a clear
and concise method for converting
prospects into paying clients. Now that
you’re aware of the entire procedure,

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Compiled by:

M.Phil Applied Linguistics

The AIDA model (also known as a conversion

When customers go through the model

The primary goal of this stage is to raise

Create compelling content that

•At this point, you must exhibit your product’s benefits

Now you must create reasons for people to buy

Hubspot is an excellent example of a firm that

The AIDA model’s next stage is to

To maximize the likelihood of purchasing your

Finally, be very clear about what action you

At this point, you can use a call to

Your CTA language should be well-

•It’s crucial to select straightforward

As you can see, the AIDA model is a

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