Is AIDA still relevant?

Discussion in 'Copywriting' started by phreak79, Jul 24, 2008.

  1. #1
    When I was learning about writing I was always told the AIDA approach was the way to go (Attention, Interest, Desire, Action). Whenever I browse the web however I don't see it in action a great deal.

    Is it still relevant?
     
    phreak79, Jul 24, 2008 IP
  2. viqifrench

    viqifrench Peon

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    #2
    Good question! I agree that you don't see AIDA truly followed much online to a "T." But I feel it's still quite relevant. If for no other reason than to serve as a memorable, basic guideline to the components effective ad copy must include.

    In loose terms, I think the best ads still follow the formula. It just seems that copywriting experts are teaching us to distill each step down in more specific ways.

    For example, the copy experts make a huge point about laying out the "benefits" in headline copy. Immediately telling the benefits captures Attention when written compellingly.

    Presenting the "features" we hear so much about today certainly equates to stimulating the reader's Interest.

    When it comes to Desire, this is accomplished through many of the elements we see in today's ads. Placing time limitations on an offer, showing a discounted price break and showcasing good testimonials all seem to help whet the appetite.

    And last but not least, you need look no further than the ubiquitous ACT NOW or DOWNLOAD NOW button to see that Action is the bottom line directive.

    All the same elements of AIDA are there, just perhaps refined or updated in language.
     
    viqifrench, Jul 24, 2008 IP
  3. digitalballer

    digitalballer Member

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    #3
    Yes definitely. It's just a structure for guiding the psychology of the buyer, so as long as people are the same I think the formula works.

    The thing is, once you're in the real world a lot of people aren't necessarily formally educated in marketing. I never took marketing in college and hadn't heard of AIDA until I saw Glengarry Glen Ross.:)
     
    digitalballer, Jul 24, 2008 IP
  4. JoseArmando

    JoseArmando Active Member

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    #4
    As a matter of fact I remember the class when I first heard about AIDA on Faculty of economics and it made sense to me, however I'm really starting to understand it now, when I'm totally immersed in internet marketing.

    So yes, I think it's still applicable but I think it's main problem is that it's too simple to be really useful.
     
    JoseArmando, Jul 24, 2008 IP
  5. phreak79

    phreak79 Peon

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    #5
    Do you guys think it can be used within one single landing page without making it cluttered, or does it require a few pages to deliver on its potential?
     
    phreak79, Jul 25, 2008 IP
  6. Rob A

    Rob A Peon

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    #6
    I believe AIDA is a sales philosophy that originated in the 1950's and was completely focused on selling every prospect. In the modern world, this is a poor philosophy. Most sales philosophies focus on finding the right prospect and then focusing in on a solution to their problem(s) that the prospect has. AIDA says:

    Do anything to get the prospect's ATTENTION - aka "dog and pony show"
    Focus on getting their INTEREST
    Get them to DECIDE in your favor
    Put the pen in their hand for them - ACT

    This is an antiquated and demeaning sales method that insults both buyers and sellers.
     
    Rob A, Jul 25, 2008 IP
  7. lightless

    lightless Notable Member

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    #7
    It's a nice guideline/reminder when you are writing sales letters and stuff. The philosophy is still in practice as far as i am concerned.

    Here's how a sales letter still follows the AIDA, at least in my mind :D.

    Attention - Customer targeted headlines.
    Interest - Bullets [Not those gun bullets], product features, benefits
    Desire- Bonuses, benefits, benefit examples, testimonials
    Action - Bonuses, limited time offers, buy links, MB guarantee
     
    lightless, Jul 25, 2008 IP
  8. marketjunction

    marketjunction Well-Known Member

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    #8
    Yes, it's still alive and always will be.

    As with anything, the more you understand something, the better you'll be at using it.

    Attention doesn't mean a "dog and pony show." It means, attention. Simple as that. What constitutes "attention" depends on the target audience and the context. For instance, one ad might show an obviously affluent male in a suit coming out of a big home (or luxury condo with a doorman) and sliding into his comfortable luxury car. That's attention (also moves toward interest and desire) for their target audience.

    Interest. If you don't have someone's interest, you have nothing. Sometimes you'll see ads that use implied interest, so it's not always there in plain sight.

    Desire. Aside from bills and items you buy out of tradition (like B-day presents for people), how many things do you buy without the desire to buy them? So yes, desire is still alive and kicking. In the marketing process this could be creating desire or simply reenforcing it.

    Action. This is in all marketing. Again, if you have limited experience or understanding, you'll think this is sales-based only. Action means just that. It could be getting someone to visit a Web site, tell a friend about a cause, spend money, think about a concept or whatever.

    If you think AIDA isn't relevant, please show some marketing campaigns that didn't utilize it.

    While I don't plan to sit here and teach, it might be fun for someone to post details of a campaign and everyone can analyze it and show the various AIDA and other aspects of the campaign.

    It's not all about sales letters and hard tactics.

    All campaigns fall into two main categories: image and sales. Sales campaigns are designed to make the register ring. Image campaigns are there mainly to boost the brand's image and to reenforce the brand. Any sales are a bonus.

    For instance, remember the Taco Bell campaign with the chihuahua saying "Yo quiero Taco Bell" as he ran up to people? That was an image campaign. Know why it stopped? It wasn't making the register ring and the franchisees got upset.

    Anyway, no point in continuing. :)
     
    marketjunction, Jul 25, 2008 IP