What are the AIDA principles?

Answer 1

A = Attention or attraction: Attention of the passerby or the readers is drawn by the power of words and pictures. The catch words should expressively say something attractive to the readers. They must instantly catch the attention of the reader. The picture must get associated with the message and pull the eyes of the viewers. This magnetism imparted by the words and the figure is very important as this is going to initiate the selling proces First get their attention. Without attention, you can hardly persuade them of anything. You can get attention in many ways--a good way is to surprise them. When you are talking to them, the first few seconds are essential as they will listen most then and rapidly decide whether you are worth giving further attention. Don't waste these precious moments on niceties, grab the other person's attention immediately. It is generally better to open with something that pulls them towards you rather than something that scares them (as this may push them away). Good openers address their problems and begin with such as: · Have you ever...? · Are you noticing...? · Can you see...? Bad openers give them something to object to, demonstrate your disrespect, or just bore them to tears, and may begin with such as: · I've got just the thing you want...? · I just dropped by so that I might...? · I was only wondered whether you could...? s. I = INTEREST Generally in advertising consumer and consumer durable goods, a figure of a model in the style of a young mother gives impetus to the words on the ad. She convinces her husband or family members expressing her valid points. She will tell some points of benefits of enjoying the product or service in question to her family. This will create interest as bringing home the product is prestigious and also helpful in the family process. When interest is kindled, no doubt, the anticipation is getting increased. Once you have their attention, sustain that attention by getting the other person interested. You can get interest by: · Listening to them talk about their problems. · Telling them things that affect their problems. · Demonstrating things, rather than just telling. · Getting them actively involved. Watch out for the boredom factor. You may be able to get someone interested, but you cannot expect to keep their attention for ever. If you want to come back some day, you should leave them wanting more, at least of your company. D = DESIRE Naturally the interest to posses the product increases when the enjoyment of benefits are explained as if the product is bought and used at the consumer's place. The desire to posses and enjoy is the key factor that triggers the viewers to get prepared for the buying process. The desire to wear the new jeans and T shirt in style and to keep the prestigious photo mobile phone with her tempts to place an order for the goods advertised. Create the desire with the reader or viewer who is now converted into a potential consum Once they are interested in you and what you have to say, then next step is to create a desire in them for what you want them to do. They can recognize that they have a need, but this is not desire. Desire is a motivation to act and leads towards the next stage. Desire is like a fire, and can be stoked by many methods, such as: · Showing them how the item to be desired will not be available for long (Scarcity principle). · Showing how other people approve of the item and have acquired it for themselves. · Showing them how what you have to offer will solve some of their problems. er. A = Action This is the magic stage when they take action on their desires and actually buy the product or agree to your proposals. The scariest point is where you ask for the sale or ask them whether they actually do agree fully with you. Listen to the signals they are sending. Are they asking you about when you can deliver or what after-sales support you give? Summarize the problem you are solving for them and how what you are proposing solves that problem. It is really "Press for Action". The sales message on the hand bill, pamphlet, and folder, on the magazine or the news paper is complete only if it makes the consumer to move towards the sales counter. There is a need to give a little polite pressure to the potential consumer to enter into the buying process. Let them express their interest: He should be made to take the telephone and dial the advertised number to register his wish to buy the gold pendant for his fiancée. She must be made to register her willingness to participate in the beauty therapy class in the next session. The children should run to the nearest grocer shop to buy the new chocolate bars with their hero's action packed figure printed on wrappers. The mothers should make a decision to buy the washing machine before the end of the festival season to enjoy the special offer. Give Pincer effect: Giving a little polite pressure is possible by applying the pincer effect by making 'a good offer on one side and a limitation on the other side'. The offer is the benefits of buying and limitation is the time frame or the stocks' availability. With in this pincer fold, the potential customer who was aroused to the peak of the desire limit will happily enter into the buying process. Make them participate instantly: In press or print media ads, you need to ask the customers to telephone on a toll free number instantly, or register by entering a filled in coupon or sending an e mail or SMS message on the mobile; ask the consumer take the advertisement part with them to the show room before a prescribed date.