AIDA framework

15/07/2022by Zesno0

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:

1. Attention

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.

Sample copy:

Half-price cakes!

2. Interest

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.

Sample copy:

Who doesn’t love a good cake? And at half-price, it’s an even sweeter deal. We’ve got all your favorites – chocolate, vanilla, red velvet, and more. Plus we have seasonal flavors like pumpkin spice and peppermint. Come get your cake fix today!

aida framework

3. Desire

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.

Sample copy:

Our cakes are made fresh with high quality ingredients. You won’t find anything like this in the grocery store. So what are you waiting for? Order your cake today!

4. Action

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.

Sample copy:

Click on this ad to order your discounted cake today!

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.

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