AIDA

AIDA is an acronym that describes the four sequential stages a potential customer ideally goes through before making a purchase. Considered one of the fundamental models of marketing and advertising, it outlines a path that begins by capturing Attention , arousing Interest , creating Desire , and finally leading to Action . It is the backbone of countless communication strategies.

What is it for / why is it important? The AIDA model helps structure communication in a logical and empathetic way, guiding the target audience through a real decision-making funnel. It's important because it forces those creating the message (a copywriter, a marketer, a director) to put themselves in the consumer's shoes, answering key questions at every stage: "How do I grab their attention?", "How do I pique their curiosity?", "How do I transform interest into a real need?", "How do I convince them to act now ?"

When to use it / in what context is it useful The AIDA model is extremely versatile and can be applied in almost every area of persuasive communication:

• Copywriting: to write ad copy, landing pages, and sales emails.

• Video marketing: to structure the script of a commercial or promotional video.

• Direct selling: during a conversation between a salesperson and a customer.

• Website design: to organize the content of a homepage or product page.

Practical example Let's think about an ad on Instagram for wireless noise-cancelling headphones:

• Warning: A captivating and dynamic video of a person wearing headphones instantly blocking out the chaos of a crowded train station, transitioning to an almost magical silence. Title: "Turn off the world. Turn on your music."

• Interest: A short list lists the key benefits: “30 hours of battery life,” “Pro-level active noise cancellation,” “Ultra-lightweight design.”

• Desire: Usage scenes are shown that evoke positive emotions: total concentration while studying, absolute relaxation during a flight, pure energy during a workout. The implicit message is: "These headphones don't just work well, they improve your life."

• Action: A clear and urgent call to action: "Learn more" that leads to e-commerce, perhaps accompanied by a limited offer: "Buy now and get 20% off. For 24 hours only!"

Extra Insights Although AIDA is a model born in the 19th century, its logic remains extremely valid. In digital marketing, however, the journey no longer ends with Action. A fifth letter is often added, the "R" for Retention (or Loyalty) or the "S" for Satisfaction , transforming the model into AIDAR or AIDAS. The goal is no longer just to sell, but to transform a customer into a brand fan.