AIDA (Attention, Interest, Desire, Action)
The AIDA model describes the four stages a prospect goes through before purchasing: Attention, Interest, Desire, and Action.
- Attention: This stage involves capturing the prospect’s attention through marketing communications, such as blog posts and advertising, or through a word-of-mouth recommendation.
- Interest: Once the prospect’s attention has been captured, the next step is to make the individual interested in the product. This can be achieved by providing more information about it and highlighting any features or benefits that might resonate with them.
- Desire: The prospect’s interest then needs to be transformed into a willingness to take action by demonstrating the product’s value proposition and highlighting how it could positively impact them and create value.
- Action: The final stage drives the prospect to take action. This will almost always be to make a purchase, but it could also be to subscribe to a newsletter or sign up for a free trial.
