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The AIDA method is composed in a simple way, and is one of the most used methods in the world of Marketing and sales. Although it has been used for more than 100 years, this method is booming due to the digital marketing that we are experiencing today. AIDA: Learn to sell more with this simple method, we tell you about it in this blog.
The AIDA method is one of the most powerful and simplest processes to sell More. The AIDA process is explained in the four words that make up an acrostic. The acronym AIDA is an acronym that refers to the concepts of attention, interest, desire and action.
Each word describes all the stages of the advertising effect model that a user goes through when they are considering whether or not to buy a certain product or service. Although the AIDA model is commonly used in Digital Marketing, it is also used in sales strategies and public relations campaigns.
Next, each letter will be explained in more detail in a hierarchical manner to understand the process, and it also helps to understand why this method is so important.
Before starting each explanation of the acronym, it is important to clarify that the use of these model strategies is concomitant, which means that the process is linear and it is necessary to go through each stage of the method before moving on to the next.
The AIDA method or originally AIDA Model, is the explanation of: Attention, Interest, Desire, and Action model in advertising. Let's see each one of them:
The first step in marketing or advertising is to think about how to get consumers' attention.
The first word “A” of the acronym means attention, and attention is what we are going to refer to a person who has a potential as a client or a prospective client.
First of all, before selling a product or service we have to capture their attention, because if we do not have their attention the consumer will not listen to us as we want them to understand.
Given the previous situation. The client is not going to understand anything we say, even if we have a better sales argument, a better product, or a better service to offer, so to do so we must capture their attention.
Many marketers often overlook the Attention part. It is assumed that the product or service has caught the consumer's attention, which may or may not happen, so it is best not to assume that people are familiar with your product or service.
To capture the consumer's attention there is a trick, one of the best tactics to capture the attention of the potential buyer is what is known as "creative disruption" which means breaking existing behavior patterns with a highly creative message, since Something that directly or indirectly affects the customer will capture their attention.
Creative disruption can be done in several ways:
As we have already explained at this point, the most important thing to capture people's attention is to make that same audience aware of the existence of our product or service.
Attention is so important in our daily lives that generally if an idea that they intend to sell us does not impress us in the first seconds, for example, with a commercial or video, we are not going to pay enough interest as consumers to purchase either the product, the argument, or the service they offer us. Once this objective has been met, let's move on to the second step of this method.
The second letter of which it is composed is “I”, it wants to indicate interest and is the second most important part of this procedure, since in addition to capturing people's attention it has to capture their interest.
Once the consumer knows that the product or service exists, the company must work to increase the potential customer's level of interest. But how can you capture a person's interest?
First, the person you are offering the product or service has to think that what you are offering is important and very relevant to what is going to happen to them in the future, or that it can solve a problem.
After the person is convinced that the product-service is relevant, you can increase interest by explaining the benefits of the product you want to sell.
At this point we must focus on what is most relevant to the target market in relation to the product or service we are trying to sell, and on conveying only the most important message we wish to communicate to consumers.
The strategies to maintain interest are varied and depend on both the product or service and the target audience. We must also keep in mind that we do not always want to maintain interest so that the product or service is consumed, but we also do so with the second The intention is that it be informative and work in the subconscious to generate the need for the product.
Although not much is said about this method, it must be taken into account that what was previously mentioned helps on a large scale since it has a great impact on consumer retention and that through aggregated information you get an idea of the products. that you want to acquire.
Phase 2 and 3 go hand in hand, because when generating interest in a product or service, it is important that you help customers understand why they “need” that product or service.
Since you have the attention and interest, now you are going to generate the desire, and how can we generate the desire for a product?
Consider how to present the content of infomercials: their goal is to present interesting information about the product, as well as the benefits of purchasing the product and the benefits that make the consumer ideally want to obtain the product again.
Commercials do this well by showing products used in different creative situations. You need to remind your audience of the value of your product or service and why they need it in their lives. A simple way is to offer it through a good demonstration or through a story.
When you have a tangible product, the ideal would be for the customer to be able to use it so that it is part of the sales experience, since there is a cognitive bias of belonging that when the person has something or tries it, they already want to buy it.
Even though you have not yet paid for the product or service, it is the very important membership goal in sales to ensure that the potential customer enjoys the benefits of having the product.
Once the client feels that she already has the product, it is at that moment that she will want it, since she considers that what you are offering her is important because she already has attention and is interested.
And now what are we going to produce the desire to acquire the service and the benefits that the fourth step has to end with the acronym of the AIDA method, and it is the letter “A”
The ultimate objective is to induce the consumer to take an action, that is, to buy or request information, therefore, it is important that the call to action is clear, and clearly indicates the next step that the consumer must take, without leaving room to doubts. Since we have managed to execute attention, interest and desire, we move on to action, that is, getting them to buy the product we are working on.
The message must lead to action and for this there may be closing techniques, a statement designed to obtain immediate feedback from consumers by using persuasion and provoking a sense of urgency that motivates consumers to act.
We hope that with this explanation of the AIDA method, You have learned to sell more, as it helps improve business results.
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