The AIDA Model – Simplified (ft. Ariana Grande)

by <strong>Alina Siddiqui</strong>

by Alina Siddiqui

Ghostwriter | Full Time Copywriter

Wait what…? How is the AIDA Model connected to Ariana Grande?

Sorry but you’ve got wait. We will get to Ariana’s role after understanding the basics of AIDA Model.

Till then let’s understand…

What is the AIDA Model?

The AIDA Model consists of four stages of a buyer’s journey.

The AIDA Model - Infographic
The AIDA Model – Infographic (www.copyalina.com)

Most brands use this formula as a foundation to plan and implement their brand’s message and distribute it evenly for an effective marketing strategy.

Because when you apply the AIDA principle to your ad copy, you take your consumers through a buying journey that leads them to the desired action.

And just like every other marketing funnel, the AIDA model filters out consumers from the first stage and only a few make it to the last stage i.e. the actual purchasing stage.

Discovery of the AIDA Principle

Back In 1898, Elias St. Elmo Lewis, an American advertising advocate and inductee of the Advertising Hall of Fame, wrote a column about three advertising principles he used personally used throughout his career for The Inland Printer – which was one of the most influential American magazines of the 19th century.

The column read:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

Elias St. Elmo Lewis, Inland printer, 1898

Lewis had an evolving idea of advertising which is still relevant and used by brands to this day. Furthermore, there are several digital brands that have their entire marketing strategy based on it.

This popular technique is known by the acronym AIDA in the advertising industry today.

How does the AIDA Model work?

The four elements of AIDA work harmoniously to guide a consumer through a smooth buying journey. Let’s begin with:

1. Attention

This is the first thing any brand must work and plan on – brand awareness.

As a brand, you must show yourself to the market and grab the attention of your potential customers by engaging deeply and promoting your brand in the market.

The goal of grabbing attention in AIDA is to build curiosity within your customer so that they wonder “Who are they? I see them everywhere”

Related: How to Write an Engaging Headline: 9 Points to Help

2. Interest

Now that your audience is aware of who you are and what you do, it’s time to show them how you do it and hold that attention.

Your customer is now curious about how you can help them with your product or service. This is the right time to hook them with a benefit that is unique and caters to the problem of your customer.

When the I of AIDA is executed correctly, your customer is in for a ride.

3. Desire

At this third stage, your customer is already familiar with your brand and also the problem you solve for them.

To keep this flowing smoothly, you can target on why they should buy from you.

Testimonials, Social proof and the results of using you product can make a huge impact on your audience.

So, don’t be shy to put forward some solid proof about your product. It’s a fact that people trust other people and you can use this to influence your lead into buying form you eventually.

Related: Four Scarcity Sales Offers for Copywriters

4. Action

With consistent efforts in brand awareness, a strong USP and real reviews – you can finally expect your customers to convert.

This is where you should make sure that you have a clear CTA (call-to-action). Provide them all the necessary details to approach you. No doubt, people are lazy, so you must pave the way for them to reach you.

Make it easy for them and look at your conversion rate. You will see noticeable results.

How to use AIDA effectively?

I kept my promise. The fun part begins here!

Popular singer, Ariana Grande’s hit song “7 rings” has a catchy verse that stayed within my mind. And yes, it inspired me to write a full article on it.

7 Rings – Ariana Grande

7 rings” debuted at #1 on the Billboard Hot 100 during the week ending February 2, 2019. Grande became the fifth artist in the chart’s history to have multiple number one debuts. The song spent five consecutive weeks at the chart’s summit. The song returned to #1 (for its sixth non-consecutive week at the top) during the week ending March 23, 2019. It went on to spend a seventh week at #1 during the next chart week, as well. During the week ending April 6, 2019 the song spent eight weeks at the top.

Genius Media Group Inc, (www.genius.com)

The chart-topping song by Ariana Grande has a line that goes: I see it, I like it, I want it, I got it.

And this coincidentally matches the concept of the AIDA Model!

A – I see it

I – I like it

D – I want it

A – I got it

Voila! Now you will never forget the AIDA principle again, thanks to this catchy lyric sung by the famous singer Ariana Grande.

Notice the lyrics carefully. That is exactly what you want your consumers to feel about your brand.

You can use this catchy rhythm to plan your brand messaging and customer experience beforehand and establish a successful marketing strategy.

To sum it up, make your customers flow through your AIDA funnel and convert your leads into loyal customers like a pro.

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