The AIDA Model in Marketing (Why It’s Important + What It’s Used For)
Here’s what the AIDA Formula is in a nutshell:
Attention: Capture their attention with something catchy and relevant.
Interest: Share interesting facts or uses.
Desire: Make them want the product/service.
Action: Encourage them to take action.
Let’s break it down further:
Attention:
You need to catch someone’s attention with something intriguing or curious. They may not be fully attentive, so make sure it’s highly relevant to them!
Examples:
“Do you have an EPF savings account?”
“I noticed you seem a little unhappy in life.”
“Hey, do you work out?”
Interest:
Maintain their interest with fascinating facts, quotes, or use cases.
Examples:
“You can use these LED candle lights for accent lighting, to light up Raya decorations, add some soft lighting to a room, or even as a nightlight.”
“You’re 85% more likely to work out if you schedule time the night before.”
“Our insurance company has been around for over 50 years, making us the most dependable insurance company in Malaysia.”
Desire:
Create a desire for the product/service. Show how it can improve their life or make tasks easier.
Examples:
“You can do it by hand, or sew baju kurung 35X faster with this handheld sewing device.”
“Ali saw a 35% increase in Shopee sales by installing this app. You can get similar results right away.”
“Since I started using Setmore, I never had scheduling mix-ups for meetings.”
Action:
Prompt them to take a specific action. This is often where you’ll secure a signup or make a sale.
Examples:
“Sign up for our email newsletter right here to get updates.”
“Join the Member’s Area and get unlimited access to the training.”
“Reply to this email with your phone number and I’ll call you.”
Why Is The AIDA Formula Important?
The AIDA Formula guides people through a logical process that hooks them, engages them logically and emotionally, and ultimately closes the deal.
Following these steps is one of the most effective ways to:
Sell a product.
Offer a service.
Persuade someone of an idea.
Encourage any action.
The AIDA Formula In Action (with Example):
Bisyri’s the AIDA Formula:
Here’s a quick demo and reminder of how to apply the AIDA formula yourself:
Example of AIDA Formula (Let’s Sell A Helicopter)!
Using the AIDA Formula, let’s try to convince someone to buy a helicopter:
Attention: Capture their attention.
Hey Ahmad,
You know how brutal the drive from your home in Petaling Jaya to the office in KL is, with everyone cutting in front of you? If you had a helicopter, that wouldn’t be an issue!
Interest: Engage them with interesting facts.
With a helicopter, you would:
Get to work in only 20% of the time.
Have no more frustration when you get to work.
Enjoy a fun ride anywhere in your city within minutes.
Not have to live by the rules of “normal” people!
Desire: Create a desire for the product.
Your time is worth about RM800/hour, and since you spend an average of 300 extra hours in traffic each year, you’re losing out on RM240,000 in income! Plus, after all that frustrating traffic, work is the last thing you want to do.
That’s why having a helicopter would make your life much more enjoyable and help you make more money.
Action: Prompt them to take action.
I have 3 people looking to sell their helicopters now, and I’d love to show them to you. When can I send you the specs and prices of these helicopters?
Also, if you’d like to call me, just pick up the phone and dial 012-3456789 and I’ll answer any questions you have.
Sincerely,
Your Name