“You cannot manage interest, interest is what generates attention. Attention is what builds desire. Desire is what drives action.” – Jeff Bullas
Marketing has seen some major evolutions – from physical to digital, it has grown leaps and bounds. Although, the fundamentals of marketing remain the same. All of the marketing revolves around a single principle:
People buy things because they want them.
And the only way to get people to want an item is to make them aware of it, by grabbing their attention. One must capture attention by making an emotional connection with the consumer and then creating a favorable image in their minds – interest. Following this one needs to get this “interest” across and build desire, having done that nothing is stopping the buyer from buying it. In short, attention + interest + desire = sale.
This brings us to AIDA, one of the longest-running frameworks in marketing.
The AIDA framework was formulated in 1885, and we can see how effective is still today in most B2C and even some B2-B companies. AIDA was originally developed by E. St. Elmo Lewis, who first presented it in his article “How To Write a Good Advertisement” which appeared in the early 20th century (1902). The popularity of the framework has stood the test of time and it is still used to increase the attention paid to brands, products, or services.
The basic theory behind this model is that attention should be gained before interest can be stimulated, followed by desire – which would result in action taken on part of the consumer. This model also assumes that interest is increased once attention has been captured and desire has been built upon attention and interest levels increasing simultaneously. This article will be discussing how you can put this powerful tool to work for your business by utilizing interest-building techniques, desire-building techniques, and taking action towards purchasing your product or service. If interest in your product or service gets people’s attention, then desire makes them willing to take action on what they’ve learned through interest because of how much it benefits them mentally, emotionally, and physically.
Let’s understand how AIDA can be used to increase attention and reach the consumer. This can be used in various forms like:
- Creating catchy headlines with catchphrases, planning attractive ad campaigns and promotions, and captivating advertisements and videos which catch attention.
- Using green marketing techniques like green product placement (putting up environmentally friendly products at prime locations) or event sponsorship to create awareness of green alternatives – you could even use eco-friendly packaging for your product or brand instead of using normal ones (always healthy for small businesses).
- Getting an endorsement from a renowned personality can also work wonders as it increases attention towards brands/products/services.
- Using storytelling techniques is an extremely effective way of reaching out to a large number of people. The art of storytelling can help you gain attention as people have an inherent tendency to listen to stories.
It is important to note that attention isn’t meant for retention it can be forgotten in seconds, but marketers use attention-grabbing techniques because attention creates interest and attention + interest = desire. Therefore, when you have the desire, nothing is stopping the consumer from buying your product/service. We all want our products or services because we are aware of them – if not through advertisements then through word of mouth or celebrity endorsements or even by seeing them on social media sites. Once attention has been gained, marketers create interest by providing information about the product/company, etc. This sparks desire inside the buyer which finally results in taking action against the service/product. So attention should be used as a tool to make the consumer aware of your brand/products/services and interest should be used as an effective mechanism to create desire.
Let’s understand how attention is created:
Attention may be attracted through many ways; clever advertising campaigns, luring promotions, and appealing advertisements. People like people who stand out from the rest of the regular advertisements aim to gain attention by giving something special, unique, or exclusive. Try applying any of these techniques in your marketing campaigns so that you can catch the attention of targeted consumers. The secret behind using attention-grabbing ad campaigns is to do something different from what everyone else is doing – innovate! You can take initiatives that have never been done before because it might just work for your brand.
You can try this method of advertising if you wish to grab attention and perhaps, have more eyes on your product or services. AIDA’s attention-grabbing techniques include:
Use attention-catching advertisements like pop-up ads (which appear on the screen suddenly), slide-up ads, jittery ads (a type of 3D animation), or even paper wrap-around ads. In print media, attention-grabbing techniques include using the power of photography where attention is created through visual elements such as color contrasts, light shadows, and finally headlines which impact the target audience psychologically by drawing attention to certain aspects of a brand/product/service which are relevant to the consumer’s needs and wants at a given time.
One of the most used techniques in these kinds of advertisements is to integrate a celebrity endorsement with enchanting advertisements. Celebrities have an attention-catching power over common people as they are admired by almost everyone and therefore, if you can get a popular personality to endorse your product/brand/service, then it will be easier for you to catch attention because consumers automatically start looking at your ad campaign. Enhancing attention through such advertising campaigns is an effective way of using AIDA attention techniques as a marketing tactic.
The art of storytelling has been used by marketers since time immemorial to create interest and desire – things that trigger the buying behavior inside the consumer’s mind. Patterns have been identified for many decades were grasping the attention of people leads to interest which leads to desire. The AIDA attention framework is the oldest in marketing used by marketers across the world, as we know by now – it started as an acronym but has evolved into a popular attention framework used by many businesses, big and small, daily.
With these advertisement campaigns, you can also use different types of catchy headlines which are best suited for certain products/services while not so much for others. For example, if you are selling luxury products or expensive services, then using headlines like “Why Pay More?” will not be effective because how would consumers know whether you’re offering your product/service at a lower price than your competitor unless they look through the others. Similarly, these “attention-grabbing’ headlines are not effective with frugal products which are sold at a lower price.
These captivating strategies will generate interest in your brand/products/services and therefore it would be easier for you to create desire inside the consumer’s mind by making them think they need what you have to offer. Google’s DSA campaign is one of the examples where attention was generated through attention-grabbing advertisements. Consumers were so caught up in this ad campaign that they searched more about the product on Google – as compared to any other product being advertised there, creating a desire within consumers’ minds through their creative marketing strategy. Attraction comes first before desire – but attention has to be generated.
The AIDA framework is also very effective in Western cultures where consumerism has gripped these societies well and marketers are using every trick in the book to generate desire inside our minds which will eventually turn into purchasing behavior.
The AIDA framework can be used by marketers according to their target demographic’s culture and needs to make an impact on consumers’ minds before they start making any brand or product decisions. The attention stage coincides with need because if attention has not been gained through your marketing strategy, then there’s no way you’re going to be able to create desire and therefore there will not be any buying behavior – which means no conversions, no sales, and eventually no revenue for your business.
Creating attention through the AIDA attention framework and then creating desire through good marketing tactics is one of the most effective things you can do as a brand/business owner because these kinds of advertisements are what everyone looks at before making their purchase decisions.
The next time you advertise anything on your website or social media handles or offline (which is mostly rare nowadays) make sure that attention has been generated first by planning out attractive campaigns before trying to generate interest and desire.
Once you have secured the attention of your target customer, you will now need to focus your efforts on generating their interest in your product/service. A key acronym to remember when generating interest in FUDGE. The AIDA interest framework can be paired up well with other interest frameworks like the FUDGE interest framework if it exists already within your industry.
F = Fast
A great way to generate interest in your products or services is by making them look very quick and easy to use. An example of this is an email service provider, Gmail, which simply offers 15GB of free storage space for all of its users. This creates interest in potential customers because they know that Gmail is reliable and that the process will be fast and easy – just like how most things are done on the Google platform nowadays.
U = Useful
Create interest in whatever it is you’re selling/promoting by making sure that they are relevant to what your target audience needs at the moment without even realizing it themselves.
D = Different
An effective interest-creating technique is to make your product or service different from the other available brands/products in the marketplace, so it stands out and grabs attention.
G = Get Solution
Another way marketers generate interest in their products and services is by offering a solution for a problem that their target audience may be experiencing at that moment.
E = Easy to Experience
An interest-creating tip is by making sure that your product or service is easy and quick for your customers to experience themselves even if they have never tried it before. An example of this would be how companies offer free samples so consumers can get a taste of what their brand/product has to offer them.
As interest-driven marketing becomes more popular, businesses are finding ways of being able to not only capture interest but also have large numbers of their target customers become desiring of their products and services as well. By implementing the forms of interest-grabbing campaigns mentioned earlier in this article or by implementing FUDGE, you’ll be able to interest your target audience in your products or services.
If interest-driven marketing is done correctly, you will see that interest can easily transform into desire which then leads to action taken by customers. However, for interest-driven marketing to be effective, it requires a lot of effort and understanding on the part of marketers themselves and these people would need good knowledge and understanding of how interest works and what techniques will help them generate interest in their product/service: – emotions – social proof – scarcity.
Having a great interest in something is one thing but transforming that interest into desiring more of that same thing or service is another story altogether. As David G. Schwartz said, desire doesn’t just grow out of thin air; desire grows when you take an interest and do something with it. If interest is what you’re interested in, creating desire is being desirous of that interest.
Once interest has been created in your product/service, you will now need to figure out how to transform interest into desire by showing exactly why your target audience needs what you’re selling and how it benefits them. If the interest in your product or service is high then there’s going to be a desire which will eventually lead to conversions/sales at the end of the day.
Desire is the main driving force of consumer behavior. Let’s look at how you can ignite a desire within your consumers:
A key factor in transforming interest into desire is for your customers to personally experience your products or services themselves. You can do this by offering trial periods during which customers can try out your product or service before buying it a.k.a. “try before you buy”
Another way marketers create a desire for their products and services is by convincing consumers that they need what you’re selling/promoting.
Once desire has been created in your target audience, you will now need to figure out how to take action and purchase your product/service. The great way marketers do this is by offering discounts or coupons for a limited time only to encourage users to buy immediately before the prices go up again.
You can create a desire for your products, services, and brand as a whole by promoting instant gratification such as “free” offers, discounts, and other things like this which creates interest immediately because people love getting free stuff so they are more likely to buy something right away.
When you’re trying to generate desire in potential customers, you will want to look at using words that describe how attractive your product/service is and also focus on generating the interest of feeling good and happy.
Desire-building techniques can be used by marketers by trying to make their product or service as different as possible from other brands available in the market.
One of the most powerful desire-building techniques is to make sure consumers truly see how your product or service can fill a need they have at that moment.
“Desire is what turns interested into commitment.” – Stedman Graham
Attention is what brings awareness to your brand and builds trust with the consumer. Interest is the attention paid to the product after attention has been gained. Attention relates directly to interest because attention creates interest. Desire, in an attention framework, is the one that drives action.
Building relationships is important, but it’s no use if they don’t feel like there are next steps. After all – what good does content or outreach do you? Well, I have some news for ya: those deep connections will be worthless once your audience has nothing to act on! So, generate enough desire for your product/service and allow them to engage with it; let people know that something interesting awaits by giving out rumored incentives such as freebies or discounts without making any high-pressure sales calls at first (which might turn off potential buyers).
After you create the right tone of voice for your product or service, in the end, giving your prospects a chance to act on things is what it’s all about. After you’ve invested time and effort in creating content for them (and making deep connections), don’t let them slip away without knowing how they can get something from us! The goal should always be low-friction but high incentive calls-to-action so that we’re not leaving any potential customer behind with nothing more than an email address or phone number—especially when there might have been enough desire a long way back already…
No matter what the goal is, you should provide them with clear next steps. This will help avoid any friction and increase their incentive to act on your content or service offerings. You may have already generated enough desire for one of your products/services but not all of it. Then allow prospects to choose which product they want by giving them free trials so that there isn’t a wrong answer when considering these options!
The AIDA framework is a great way to remember the order in which you should present information. It stands for Attention, Interest, Desire, and Action – the four stages of the purchase process where your customer’s brain will be most receptive to different types of content. In each stage, you must consider what type of content would best serve their interests at that particular moment in time. For example, if they are still trying to build an understanding of your product or service then informational blog posts may work well at this point in the funnel because they need more background before deciding on whether or not it meets their needs enough to take action. However, once they have moved past interest and into the desire phase, promotional offers such as 10% off their first purchase or a gift may then interest them into taking that next step.
If you want to be successful in your digital marketing strategy and drive more sales with less effort by applying this principle, we can help! Our bouquet of services like SEO content writing or social media management makes sure all aspects of your business are running smoothly from start to finish. Let us know if you have any questions about how we might work together on your next campaign so you can get started attracting new customers today!