INTRODUCTION
Even though the world of advertising has become more and more competitive, the principle behind the ad copy remains the same. The four steps that the copywriters use in their ad to persuade the consumers to buy the products are attention factor, interest element, desire element and action element which is called as AIDA. Advertising and marketing objectives are met by the effective use of this model.
The phrase AIDA, in marketing communication was coined by American advertising and sales pioneer Elias. St. Elmo Lewis in the late 1800s. The model talks about the different phases through which a consumer goes before going to buy a product or service. According to him, most of the marketers follow this model to fetch more consumers for their product. Marketers use this model to attract customers to purchase a product. This model can be seen widely used in today’s advertisements.
THEORY
The acronym AIDA stands for Attention, Interest, Desire and Action. These are the four stages that a consumer goes through when watching or viewing an advertisement. According to Lewis, first and foremost, the role of an advertisement is to attract the customers. Once an ad grabs attention, it has to invoke interest towards the product in the minds of the consumers. After creating an interest, the ad has to bring desire in consumers mind to use the product and finally the consumer has to take a favorable action towards the product by ultimately purchasing the product.
THE PROCESS OF AIDA
- Attention: Attention is usually grabbed by the use of image, color, layout, typography, size, celebrity, model etc
- Interest: Once attention is grabbed, it’s necessary to create interest in the viewers mind so that they will read more about the brand being advertised. By the use of an attractive sub head, interest can be invoked
- Desire: The element of desire is usually created by the use of body copy where you write in detail about the necessity of buying the brand, thereby explaining the features of the brand, facts and figures
- Action: Towards the end, the contact information of the brand will be given where they expects the viewers to take action immediately. It can be in the form of shop address, toll free numbers or website address
An advertisements success depends up on the viewer’s ability to notice and understand its message. The AIDA model helps the copy writer to present the elements of a print ad, Headline, Subhead, Body copy, slogan and contact information in a format that makes the viewers read in a flow and understand about the product easily.
Example
Given below is an example of an ad that has used AIDA model to present the message elements.
In the given ad, the Headline “Marriage does come with its rewards” and the image of the car attracts the viewers attention. The subhead “The New Beettle, Best Gifted” creates interest in the viewers to know more about the product. The Body copy & the slogan given in the ad create desire in the viewers mind. The contact information given towards the end makes the viewers take an action.
7 MIN READ
Inspiring Action With Your Writing
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Gremlin
It's hard to grab attention in our fast-paced world!
"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).
- Interest.
- Desire.
- Action.
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 AIDA model 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.
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With most office workers suffering from email overload, action-seeking emails 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 in the AIDA model: 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 him or her to pick out the messages that are relevant to him quickly – 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 the AIDA model go hand-in-hand: as you're building the reader's interest, you also need to help her understand how what you're offering can help her in a real way. The main way of doing this is by appealing to her personal needs and wants.
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 "... giving 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 www.mindtools.com 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
- Interest
- Desire
- Action.
Using the AIDA model 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.