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AIDA - Attention, Interest, Desire, Action

Here is the experience-proven pattern for a good sales pitch:

1.) Say something that gets your reader's attention.
2.) Tell the reader why he/she should be interested.
3.) Tell the reader why he/she should believe that what you're saying is true,
4.) Prove it's true.
5.) Itemize and describe all the benefits of your product or service.
6.) Tell the reader how to order.
7.) Tell the reader to order now.

The above outline is an elaboration on the formula: Attention, Interest, Desire, Action - or, for short, "AIDA".



AIDA Attention Interest Desire Action Does your website have the A.I.D.A effect?

Posted by Dawn Walter in Internet Marketing, on 25 May 2009. A hundred and twenty-nine comments.

How effectively is your website using the A.I.D.A effect to successfully turn browsers into buyers?

Browsers can become buyers (according to the A.I.D.A. principle, first described in 1925 by E. K. Strong) if your website successfully moves them through the key stages of the buying process-Attention, Interest, Desire, and Action.

Keeping visitors on a linear path through these four stages, without any distractions, is key to getting the sale.

This simplified web page illustrates the key stages. The actual layout for your website will be determined by your specific content and design.

1 - Attract their attention

Attracting your prospective customer’s attention starts from the moment they find your website in the search results. Your search listing must match what your prospective customer is looking for and have a persuasive attention-grabbing element, for example, “Buy with confidence with our 30-day, no-risk returns”.

Once your prospect has arrived at your website from the search results, you have a few precious seconds to hold their attention, stop them surfing (probably to your competitor’s website), and start to engage with your site. Grab their attention with a well-placed headline at the top of the page that gets to the core of what the visitor is looking for. For example, “Feel warm and cosy this winter”, if you’re selling house insulation.

Since ‘typical’ online shoppers rarely exist, you also need to help your visitors achieve their goals according to which role state they are in.

2 - Get their interest

Get your prospect’s interest by explaining how your product or service can help them. Talk about your product or service in terms of benefits and advantages, not features. People don’t buy features, they buy benefits. Benefits are what you can be, what you can do, or what you can have because of the features of the product or service.

For example, imagine a real estate company that has a large database of buyers, a team with proven sales experience, and a innovative pricing model. While it’s important to state these features, they are meaningless until your prospect understands the resultant benefits: you’ll sell their house faster for less money.

3 - Create desire

Once you have sparked their interest, you want to build desire.

One of the most effective ways of persuading someone that they desire your product is what is known as ‘social proof’. As Cavett Roberts once said, “People are persuaded more by the actions of others than any proof we can offer”. In other words, testimonials, feedback, ratings, and reviews from other customers. Nothing is more persuasive than reading how other people have benefited-in real and positive ways-by using your product or service. How many times have you bought a book on Amazon because of the customer reviews?

As part of building desire, it’s also important to reiterate what people can be, or what they can do, or what they can have by buying your product or service.

4 - Get them to act

Finally, you need to get them to act. And you need to make it clear exactly what they need to do. Provide a clearly visible, well-placed ‘call-to-action’, such as “Buy Now” or “Find Out More” or “Get Started Today”.

A particularly powerful way of getting people to do something is to give them a reason to act straight away. For example, create a sense of urgency with a limited time offer (“Buy before 10 July and receive 10% off”) or with limited supply offer (“Buy now. Only 2 more left in stock”).

By ensuring your website has the A.I.D.A effect, people browsing your website will become buyers, not simply visitors.


Ref :


AIDA Attention Interest Desire Action AIDA: Attention-Interest-Desire-Action

Inspiring Action with Your Writing

"Free gift inside!"

"Dear Jim, You have been specially selected."

"Calling all Parents."

Every day we're bombarded with headlines like these that are designed to grab our attention. In a world full of advertising and information - delivered in all sorts of media from print to websites, billboards to radio, and TV to text messages - every message has to work extremely hard to get noticed.

And it's not just advertising messages that have to work hard; every report you write, presentation you deliver, or email you send is competing for your audience's attention.

As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain - that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change. Sure, we become increasingly discerning, but to persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:

Attention (or Attract)




These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or indeed to take on board the messages in your report.

A slightly more sophisticated version of this is AIDCA/AIDEA, which includes an additional step of Conviction/Evidence between Desire and Action. People are so cynical about advertising messages that coherent evidence may be needed if anyone is going to act!


How to Use the Tool:

Use the AIDCA approach when you write a piece of text that has the ultimate objective of getting others to take action. The elements of the acronym are as follows:

1. Attention/Attract

In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, "How effective is YOUR feedback?" is more likely to grab attention than the purely factual one of, "This week's seminar on feedback".

2. Interest

This is one of the most challenging stages: You've got the attention of a chunk of your target audience, but can you engage with them enough so that they'll want to spend their precious time understanding your message in more detail?

Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.

For more information on understanding your target audience's interests and expectations, and the context of your message, read our article on the Rhetorical Triangle.

3. Desire

The Interest and Desire parts of AIDA go hand-in-hand: As you're building the reader's interest, you also need to help them understand how what you're offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants..

So, rather than simply saying "Our lunchtime seminar will teach you feedback skills", explain to the audience what's in it for them: "Get what you need from other people, and save time and frustration, by learning how to give them good feedback."

Feature and Benefits (FAB)

A good way of building the reader's desire for your offering is to link features and benefits. Hopefully, the significant features of your offering have been designed to give a specific benefit to members of your target market.

When it comes to the marketing copy, it's important that you don't forget those benefits at this stage. When you describe your offering, don't just give the facts and features, and expect the audience to work out the benefits for themselves: Tell them the benefits clearly to create that interest and desire.

Example: "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 " effortless portability and a sleek appearance and that will be the envy of your friends and co-workers."


4. Conviction

As hardened consumers, we tend to be skeptical about marketing claims. It's no longer enough simply to say that a book is a bestseller, for example, but readers will take notice if you state (accurately, of course!), that the book has been in the New York Times Bestseller List for 10 weeks, for example. So try to use hard data where it's available. When you haven't got the hard data, yet the product offering is sufficiently important, consider generating some data, for example, by commissioning a survey.

5. Action

Finally, be very clear about what action you want your readers to take; for example, "Visit now for more information" rather than just leaving people to work out what to do for themselves.



Key points:

AIDA is a copywriting acronym that stands for:

Attract or Attention




Using it will help you ensure that any kind of writing, whose purpose is to get the reader to do something, is as effective as possible. First it must grab the target audience's attention, and engage their interest. Then it must build a desire for the product offering, before setting out how to take the action that the writer wants the audience to take.


Ref :

AIDA Attention Interest Desire Action

AIDA Attention Interest Desire Action

Categories : Online business    Themes : Marketing
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