Dear Hivers
Do you know AIDA ?
Not Verdi's opera, but the acronym used in marketing?
Designed by EK Strong back in 1925 (and explained in his book Psychology of Selling), this principle sums up the four key stages of the sales process, and therefore of any successful marketing action. Even today it serves as a reminder and checklist.
Attention → Interest → Desire→ Action
This is the magic formula that must be incorporated into any communication if you want it to contribute to your success.
Above all, capturing the focus . Without attention, you will have a hard time convincing anyone. The key here is the choice of words and images. Attracting glances, arousing curiosity can be done in many ways: through humor or emotion, by creating surprise or envy. The first seconds are decisive.
Next comes the interest in your products or services. It will be awakened if you know how to focus on customer benefits and if you answer the question What's in it for me?Nothing like organizing informal meetings between prospects and satisfied customers or showing your products in action. Interest increases further if the prospect can test the product and assess its benefits for himself.
The desire , more emotional than rational, born of the desire to possess the object and take advantage of its proven benefits. Much more than the recognized need (of the object or of the service), the desire pushes to act and leads to the next step. Desire is like a fire. It can be fed in several ways (by highlighting the rarity of the product, by playing on the number of orders and therefore success, or even by arguing that it is directly useful for solving a problem).
Finally, the key moment: the action . This is to convince the prospect to contact you, to bring him to the point of sale, to guide him to the final transaction. Everything, at this stage, must facilitate the purchase: easy access, precise and reliable technical data, simple and clear explanations, price, delivery terms, etc. Everything must be available to simplify the act of purchase.
Over time, however, consumption habits have changed. Both supply and market needs have evolved. And the media and technologies have radically changed. Some have therefore argued that the above model is incomplete. They added a fifth step: satisfaction . And it is true that it completes the process because it makes it possible to retain the customer, to sell him other products or services, and finally to transform him into a true ambassador of the brand.
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