AIDA: A pair of doomed lovers. Two tragic deaths in an airless cell beneath the pyramids of ancient Egypt. A dozen live elephants on stage.
Giuseppe Verdi sure knew how to grab his audience’s attention in operas like La Traviata, Il Trovatore, and the grandest of them all, Aida. Modern-day marketers have wisely taken a page from the master’s book: They begin ads and other key communications with an arresting phrase that no one can ignore. That’s the “A” in the marketing acronym AIDA, and it stands for Attention.
Next comes “I” for Interest. That’s usually a variation on the Attention theme, showing that you understand and empathize with your audience. “D” is for Desire, which can be cultivated by explaining the benefits of a product or service. And the final “A” is for Action, as in the call to action, which tells people what you’re hoping they’ll do – usually call for an appointment or buy it today.
Taken together, the four steps of AIDA are known as the marketing funnel. That’s because the strategy is designed to capture prospects from a broad audience, focus their thoughts onto your offer, and then prompt a targeted percentage of them to take the steps needed to become your customer.