The AIDA Method for Creating Content that Converts

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Under the acronym "AIDA" lies one of the oldest marketing methods. It is owed to an American advertiser, Elias St. Elmo Lewis, who is said to have developed it at the end of the 19th century . He summarized in four key stages the psychological mechanism that a consumer goes through when he is seduced by a product or service. Thus, the objective of this model is to convince a prospect to undertake a specific action (generally, to make a purchase).

Although it is a century old, the AIDA method is still a very frequently used model in marketing to build a conversion funnel .

If we associate it with advertising, it can be used in many other contexts, and in particular in content marketing . Indeed, its four-step logic can easily be applied to writing a sales page, a newsletter or even a product sheet.

This is what we are going to explain to you so that you can use the AIDA method and create content that converts.

What is the AIDA method?
The AIDA method (or AIDA model) refers to the four phases that a consumer goes through before making a purchase.

The acronym AIDA stands for:


Represented in the form of a funnel, the steps of the method follow one another in chronological order. Each step leads to the other in order to guide the prospect towards the act of purchase.

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The limits of the method: from AIDA to AIDCAS

The AIDA method has the advantage of providing a framework for building your marketing strategy. Easy to remember, it is a useful tool for leading your thinking and defining an approach that is favorable to conversion.

That said, the AIDA method also has its limits: it is a simplified process . In reality, even more so in digital, the conversion funnel is not (always) limited to the sequence of these four steps.

Between Desire and Action, there is the construction of a relationship of trust, which today constitutes an additional and almost inevitable step. This is true in B2C as well as in B2B.

Furthermore, a sales cycle does not end when your customer makes a purchase. The after-sales phase is just as important as the previous steps to ensure customer satisfaction. It is one of the keys to customer loyalty.

If we include these two steps, we then speak of the AIDCAS method for:


The AIDA method applied to content strategy
The AIDA method is often used to create advertisements, but it also applies korea telegram data to developing your content marketing. In copywriting , it is very widespread. You can use it to write a sales page, a marketing email, a white paper or even a product sheet.

Divided into 4 stages, the AIDA method uses different levers, of which we share some examples with you.

Attention
In an intensely competitive environment, capturing consumers' attention is a real challenge in itself. They have never been so exposed to advertising messages, whatever their nature. They are also more informed (especially thanks to the Internet) and, as a result, more demanding.

So you need to find a way to grab your target audience's attention , and quickly.

For example, in a video, the hook (the first 3 seconds) is essential to convince an Internet user to watch the entire content. In an email, it is its subject that must arouse the recipient's curiosity to encourage them to click. On a sales page, you can focus on the main title and an illustration.

Regardless of the medium, it is important to work on both form and content to attract the attention of your prospects. For example, you can: