AIDA Concept

The AIDA model is more a model for effective selling rather than purchasing, although selling and purchasing can be considered as just two facet of the same selling process. The Name AIDA has been formed by first letter of four words that represent sequential steps in an effective selling process. These are Attention, Interest, Desire and Action.

The AIDA Inverted Triangle: The best way to envision how the A-I-D-A process can work better into your marketing communications is to picture an inverted triangle like the one you see above.

As you can see, the inverted triagle has four sections. Each section (from top-down) grows smaller in size because each section depicts the percentage of prospects you’re likely to influence to move through the AIDA process.

The first section at the top (Attention) is the largest because getting a prospect’s Attention is easier than eliciting their Interest to continue watching, listening or reading more about your offer.

Moving downward, the second section (Interest) is, of course, larger than the third section (Desire) because it typically is easier to elicit a prospect’s Interest about your offer than to amplify their Desire to buy.

Moving farther down the inverted triangle, you’ll notice how the third section (Desire) is larger than the fourth and final section (Action). This is because it’s easier to amplify a Desire to buy than to influence Action.

The biggest mistake I’ve observed most marketers make is that they expect one promotional communication such as one email message, one teleseminar or one direct mail letter to do all of the heavy-lifting and capture the sale.

It’s much easier to convert even your most skeptical prospects into buying customers, if you split the AIDA Inverted Triangle in two parts.

I want you to imagine that Attention-Interest and Desire-Action are split into two separate parts instead one 4-step formula and let’s turn to Teleseminars as our marketing example.

The aim of your Teleseminar is NOT to move your listeners through all 4 steps of AIDA. Teleseminars work wonders in grabbing Attention and eliciting Interest from prospects to learn more about your offer, but it takes a website to amplify their Desire and influence Action.

quotes from : http://www.alexmandossian.com/2009/02/17/773/