AIDA is an acronym for Attention – Interest – Desire – Action. These emotions show what process each user goes through when they become a paying customer.
This communication framework is a funnel in itself and should tell users a story that engages them. You can use this framework both in carousel ads and by creating a copy for your website. Wherever you want to catch the user’s attention and encourage him to act in a short time.
Tactic steps:
Catch the user’s attention with something surprising, unusual or evoking strong emotions. Don’t be afraid to scare or upset the user – at this stage you have to do your best not to let the user pass by your advertisement indifferently.
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Interest the user with a substantive argument. Give him a promise that your product or service, thanks to its unique features, will solve his problems and allow him to easily go through the process.
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This is where you need to arouse the customer’s desire to own your product. Arouse in the user the blissful feeling that he will feel when he becomes your customer.
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Call the user to a specific action, at the same time clearly indicating the next steps to achieve his new goal, i.e. the purchase of your product or service.
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Understanding the stage where your potential customers are currently at is crucial to apply appropriate marketing tactics and convert them into buying customers. Do not sell to customers who are only getting to know your product.