AIDA is a marketing terminology, where a consumer goes through some purchasing process. Before explaining “How Does Aida Works”. Let’s discuss what AIDA is? That will help you to understand its implementation later on.
So as I mentioned earlier AIDA is a marketing terminology or model. Which stands for several words. A for Attention, I for Intention, D for Desire, and A for Action. It is an effect of advertisement where an individual goes through these steps to make a purchasing decision for a product or service. This term or model is generally used in digital marketing, sales strategies, public relations campaigns, etc.
Now let’s jump into how the AIDA model works. To illustrate properly how it works we need to explain each step with a real product or service example.
This is the first process to grab the attention or the awareness of customers. In the world of millions of products and services full of marketing strategies that other companies use, you have to be unique to get the customer’s attention, to get into their head. When we go outside we receive billions of stimuli. But most of them are dropped automatically just because they are either common or unnecessary. In this case, your advertisement or message or text whatever it is must be eye-catchy. When a new company comes into the market they first face this stage. Because they have to get the attention of the customers about their product or service. Some companies use guerilla marketing to get customers’ attention. Guerilla marketing is the type of marketing where marketers use unconventional marketing techniques. Though there are thousands of examples of guerilla marketing, I am going to discuss just one.
Samsung is the world’s most renowned company, a few years back they came up with a unique idea. They made a lorry with a huge screen on the back. The interesting part is that the huge screen shows the front side road view of that lorry. Now how does it make it so unique? We know on highway roads when a giant size of lorry comes in front of any vehicle. They don’t get a view of what’s on the rest of the road. Sometimes it causes accidents! So they help the other vehicles to see what’s in front of the lorry. Using that huge screen as a mirror. The image below will explain everything I said.
Creating customers’ interest is the hardest part of the AIDA model. Once you have the attention of the customer, now you need to deliver something interesting. In this case, you can not use a long massage. Use short text with bullet points, subheadings, and colorful illustrations. For this many companies use infographics to send customers any information. For Example, Huawei P50 pro made an advertisement poster for their phone which is water-resistant. So they illustrate their poster where that phone is under the water and the text says “Wet so what?”. So the message is clear, concise, and concrete. Most importantly it is interesting to the customers. I am going to attach the poster so that it will be easy to understand.
Interest and Desire are combined in the AIDA model. When you hopefully get the interest of the customers now you have to tell them why they “Need” this product, making the product or service more desirable. As I used the Huawei P50 example earlier, now we can use the example again. If the marketer just says that the phone is water-resistant, most people won’t think this product is desirable. But if they show an advertisement where a guy goes to the water pool or on a sea beach and everyone saves their phone from the water. But this guy who has a Huawei P50 dives into the water with his phone as well as takes pictures and selfies, which will make the product more desirable. Now the customers will think about it. They will imagine the same scenario. This advertisement will be more appealing. So instead of saying “This phone is water-resistant”, marketers need to find the customer’s needs and hit that place with the product’s features.
This is the last step of the AIDA model, where you urge consumers to take the product or service. When consumers think the product is desirable they think about buying it, and if you boost this stage they will take the product. Again Huawei P50 mobile is water-resistant and the marketer made an appealing advertisement to get the desire of customers. Now if they say they can buy it with 12 monthly installments or they can pre-order it. It also can be discounted, such as: if they buy this phone from an e-commerce site they will get a significant amount of discount, then it will be more persuasive. I am giving another real-life example to make it more understandable. Many of us use antivirus software for PCs or laptops. If we download it free from their website they give us a free trial for 1 month or 2 months after that they offer more features and benefits and ask us to buy it. If we buy it we will get those more features and benefits. This is the action from antivirus companies.
So using this AIDA model companies and marketers get a precise process to introduce a product or service to their target audience and make them purchase it.
How To Improve Readability
Before improving readability let’s know what is readability. It is a way of communicating ideas and feelings in the clearest and most concise way possible. The higher the readability score becomes, the easier it is to rank SEO.
Most people are busy. So if they search on the internet for something and find something which contains a huge article with complex sentences, they would mostly skip that site. There are some techniques to improve readability.
- Short and easy words: If your sentence contains more syllables it makes it harder to read. Using 2 syllables is fine but 3 or 4 makes it complex. People don’t have time to crack complex sentences. Also, uncommon words make people hard to read. In writing, using short and easy words makes reading friendly.
- Short Sentence: long sentences are also hard to read. Also, readers might get irritated and find it hard to understand what it’s saying. So keeping a sentence short would be beneficial for readers.
- Try to avoid adverbs and adjectives: Adverbs and adjectives are also known as “Modifiers”. That slightly changes the meaning of a verb or noun. That change causes the reader’s brain to do extra work. Unless it is not very important, you should drop them.
- Cut the Jargon: In every field, there are different types of word and abbreviation that exists. Which are not common or known by general people. Such as Doctors use thousands of abbreviations and uncommon words which are hard to understand by normal people. Unless your article is not targeted at those people you should make it easier and cut the jargon for general people.
- Choosing Fonts: Instead of using fancy fonts, you need to choose simple and reader-friendly fonts for your article. Sometimes those fancy fonts are not reading-friendly, that’s why fonts like Times new roman, Arial, Helvetica, and Open Sans are widely used.
- Break into paragraphs: Sometimes just like complex sentences and hard words, an overly long paragraph confuses and irritates readers. So to fix it use points, and break them into paragraphs so that it makes it easy to read.
There are many more things to improve readability but mentioned are the most important ways. Readability is very important for any digital content to reach the audience. Good readability will capture more audiences and help to rank higher in SEO.