aida model introduction

AIDA Model & its Examples

AIDA Model Introduction:-

AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis held that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product.

“A” = AttentionThe first A equals getting the attention of your readers. This can be in the form of a headline

but should also pertain to your introductory paragraph. If you don’t get the attention of your

customer immediately, you’ve lost them for good. If your headline and first paragraph don’t

hook them, the rest of your copy will never be read.

But exactly how do you get your customer’s attention? The answer is simple: You do it

by generating an emotion and setting up a situation. Let’s play with fear and greed for a

moment. If, for example, you are selling an eBook with extremely good information about

setting up an online business, these two emotions would be key because almost every

“would be Internet entrepreneur” has a certain amount of greed (wants to make a lot of

money doing it “his way”) and also has fear (questioning what if it doesn’t work and my

family has no money).

You may have heard that your headline should play to the biggest benefit. This is definitely

true but not exclusive. You can also play on emotions in your headline and address a fear,

pump up their egos or offer the answer to a burning question.

If you choose to present a benefit, make sure it is indeed a “benefit” and not a “feature.” A

feature is an aspect of your product or service. A software company might have a word

processing program that offers spell check. This is a feature of the software program. The

benefit of spell check is that your documents will look professional and be free of spelling

errors. Professionalism and accuracy are the benefits of the spell check feature.

Don’t tout that your product or service has a particular feature… sing the praises of the

emotion-filled benefit (or end result) of using your product or service.

|PRPGEMI- FBM&R 1

http://www.copywriting.com/blog/copywriting/the-key-to-advertising-success/

http://www.copywriting.com/blog/copywriting/how-to-make-people-want-your-products/


“I” = Interest

OK, we’ve gotten their attention… now we must focus on building their interest and

supporting what we’ve told them thus far.

Again… think back to your own buying experiences. Remember the car example in last

week’s post? You love the body style and the interior is just perfect! You really want this car

but now you start to have a twinge of reality. You’re not yet to the justification stage, but

you wonder if this is truly the car for you. When building interest, you must show your

prospective customer that your car IS the car for him/her. The keys here are benefits,

emotions, benefits, and emotions! (NOTE: one way of building interest is to include sub

headlines throughout your copy.)

Next, the buyer embarks on the ever-challenging task of justifying his/her purchase.

Especially if it’s a large purchase. Our interest section should also use emotions to address

the fact that this purchase is a good bargain, the right step, a sound decision, etc. But in

addition to that, we need to let the customer know what will happen if he/she doesn’t buy

our product or service.

Depending on the product, the negative result might be the fact that he misses all those

stares from beautiful women, his hair will continue to get thinner and thinner, he will have to

struggle to get all the information he needs for launching his online business or any other

consequences. The goal here is to create a few statements that will cause the customer to

say, “Oh! I didn’t think of that!”

“D” = Desire

The “D” in AIDA indicates the desire to buy. Your first section is the set up… getting their

attention and letting them know exactly how you can fulfill their dreams. The second is

building up their interest and triggering the emotions that will make them feel good about

the purchase (and letting them know what will happen if they DON’T purchase). But the third

(the desire section) really turns on the charm. It is written to tug on the heartstrings in order

to create that final desire to buy.

Perhaps the biggest benefit of our imaginary eBook is that the reader will be in an excellent

position to set up and run his/her own Internet business. Customers will have all the

information they need right at their fingertips. That’s great! But… deep down inside your

customers have two desires. The first is the desire to succeed… not just “run a business.”

The second is the desire to obtain more freedom… the most common reasons cited for

starting a business.

Remember how the buyers’ mind works… right now they are open to anything. This is the

best time to pump them up and get them excited about your product or service. They have

not yet come to the justification stage where price might play a factor. While always,

ALWAYS being truthful, the “desire” aspect of your copy should portray the best and biggest

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http://www.copywriting.com/blog/copywriting/you-want-it-but-do-you-need-it/

http://www.copywriting.com/blog/copywriting/you-want-it-but-do-you-need-it/


benefits your customers will receive. It should speak to the joys of being able to leave work

and run an errand in the middle of the day. It should talk about not having to put up with

odd looks from the boss every time you need to leave early because your child is sick and

other things that would-be entrepreneurs dream of. Make their mouths water!

“A” = Action

The final A in AIDA stands for action. During the action phase of copywriting, we must give

them enough motivational cause to take action and buy. At the moment we get to this point,

the customers should have all the information they need. We – as copywriters – will have

walked them through each step of the buying process and emotional journey to the point of

purchase.

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Examples

A - Attention The movement we see Gabbar in this print we are bound to have a long to this add.

I-Interest The print Add succeeds in razing interest with the use of Gabbar Singh & the Punch

line as well.

D – Desire

The concepts of using Gabbar Singh in this Print add certainly raises desire to have or eat this biscuit.

A - Action

Attention, Interest, Desire all this ascepts combine to lead action to buy the product.

Hence we can say that the AIDA model was successfully used in this print Add.

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This is a very successful print add. Of !dea chitchat… from the series of add’s.

A - Attention With all the bright colors used in this print add. It succeeds in catching the attention

of reader

I-Interest With the use of sumo fighter & a young model i.e. two extremes the add raises

interest of the reader to read it or go through the add.

D – Desire With three snap shots in which ultimately the girl is on the laps of sumo fighter… the

sequence hit’s the mind of teen agers & younger generations raising the desire to buy the product.

A - Action

All this may contribute to action for buying this product.

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Women who smoke feed more than just milk to their children

Research indicates that chemicals from tobacco smoke are transmitted via breast milk so

STOP SMOKING

(Issued in your child’s interest by REGIONAL CANCER CENTER)

This is an Anti Smoking Add... all though the add looks very offensive & vulgar for the first look but this is an very emotional print add which

came in a very popular American News Paper

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A - Attention

The add. Catches the attention of every reader in the first view because of the image used in this adds.

I-Interest The add raises the interest of reader in it because of its emotional message.

D -Desire It raises the desire of reader’s to promote this message to every smoker.

A - Action

The add is so effective that it initiates action in the readers about smoking.

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A Very simple add. Where the customer calls PIZZA HUT for home delivery of pizza & before his call is over the order reaches his home & he goes to open the door while he still is on

Phone.

A - Attention

The add. Catches the attention of every reader in the first view because it’s a very simple add where only drawing room & a tell phone is shown

I-Interest The add raises the interest of reader in it because it conveys the message that there

service is so fast.

D -Desire It raises the desire of reader’s to eat Pizza at home only if they offer home delivery at

same rate in such less time.

A - Action

The add is so effective that it may prompt the readers to call Pizza hut at that time only

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A Renold’s Permenant Markers Add where twice are used & its practically impossible to differentiate between the tow so they(Parents) use Permenant

marker to differentiate by making a dot on one of the girls face

A - Attention

The add. Catches the attention because of successful use of look a like

I-Interest The add raises the interest of reader in it because they search for differentiation

between the two

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D -Desire It conveys the message the Reynolds Permanent marker is so effective that u can

use it anywhere , & likewise they raise the interest in the customers mind to have that pen

A - Action

This add may make the readers bye the product when the need to write something for permanent basis

Below are some more very effective Print Add’s to study

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WWF

On Deforestation

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Children learn fast don’t fight at home

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Govt. of INDIA

Women and child development

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