There are plenty of sales and marketing models out there, but AIDA has stood the test of time. Even during a global pandemic.
Here’s how each of these four elements works together:
Attention - You need to grab someone’s attention in order to sell to them.
Interest - You have to keep their attention long enough for them to develop an interest.
Desire - Speak directly to their desires by highlighting the benefits.
Action - And then turn that desire into action.
So what is the AIDA model?
The AIDA Model identifies the stages a person goes through during the buying process. The AIDA model is used widely in sales, marketing and advertising to describe the steps that occur from the very first moment a customer is aware of a product or service to the moment that they purchase.
AIDA in sales messaging
The AIDA Model is still as relevant today and is a reliable framework for communicating your sales message to your target audience.
The key to capturing attention is knowing your audience. Every audience is different and what works for one segment of your audience may not work for another. Buyer personas are a brilliant way of managing how you communicate with your audience. Use insights to target your messaging and capture their attention.
You’ve got their attention! Now it’s time to hook your audience. Now you need to generate their interest and hold their interest. There are a number of ways to create interest, but the easiest way is to weave stories throughout your messaging. Clearly show that you understand your audiences paint points and tailor to messaging to meet your audience where they are at.
Sell your benefits and how it solves the problem. If they don’t feel like that your solution will solve the problem, you won’t spark enough desire in them to convert them into a customer. Leave your features out of your messaging, focus on what your solution will achieve.
If your messaging doesn’t include a call to action then your prospect won’t take action. Keep the call to action simple. Tell them exactly what you want them to do. A Call to Action might be a clickable button, a link to an article or pick up the phone.
Use AIDA to write high-quality cold emails, social media posts or to script your cold calls.
If you follow these three steps, you will start to excel in your B2B lead generation. We understand the demand for quality leads and the need for your team to meet those demands. We are here to help and add value by finding tangible, highly qualified leads where we have secured a date and a time for an appointment. These individuals are in your target audience, at the right decision-making level and have an interest in your solution. Taking away this pressure from your Sales team allows them to focus their time on closing deals and generating revenue.