Let's start with a landing page or landing page in French. Now let's move on to putting it into practice with an example. In a prospecting email, you can invite the prospect to make an appointment with your company's Sales team to answer their questions.Įxamples of using the AIDA method The AIDA method on a landing page You can offer a free trial or a pop-up offer.Īt the end of reading a blog article, one can also suggest subscribing to an e-mailing to receive other relevant information on the subject. But beware, a simple "click here" no longer works. On a website, you can expect a call to action button ( call to action) will play that role. But above all, be persuasive to close the sale! All you have to do is suggest that he take action. Now that you have the attention of your prospect, his interest and finally his desire. To convince, you have to know how to highlight the benefits of your product. By joining your service, your client will be part of a real community and this is what interests them most (feeling of belonging).The product is useful for saving the prospect time or money.The scarcity of your product : if the customer does not buy it right away, the offer will be less attractive in the days to come.Why is your product or service important to your prospect's life? What will he bring him? Make sure that a state where he says to himself "why not?" reading your message, he now thinks "I'm really interested".įor this, you must appeal to strong arguments and show all the features of your product. It is now a question of touching the emotions of the target, of making him want to go further. The Desire stage of the AIDA method is perhaps the most difficult stage to approach. He must be thinking, “Okay, this ad speaks to me. For this, use short sentences or pictures.įinally, during this second phase, the goal is to clear up any doubts from your prospect. Indeed, if the person does not recognize themselves in your message, they will not go further. The ideal is to generate interest from the title or the first explanatory sentence. The important thing is to transcribe your empathy in your communication messages. You have to understand how you can help them. It is obvious that you must first know them well in order to identify their needs, expectations and questions. How to arouse the interest of your targets? The second step after capturing the attention is therefore to arouse the interest of your potential client. Highlight an exclusivity or a novelty in your sector of activity.Write a thought-provoking sentence or on the contrary completely incongruous.Personalize a message with the first name of your prospectīut we can also try to capture the attention with the substance of the message:.Choose a powerful image (beautiful, original or funny) or remarkable colors.Calling out using an interrogative sentence or a surprising number.Use an all-caps title or bold, eye-catching typeface.We can play on the form of the marketing message: So, precisely, how do we attract attention to this product? There are different methods for this: The important thing is to keep in mind that your product is not obvious. And this, regardless of your communication medium: hooks on social networks, video advertising or with a more traditional poster campaign. It's a fact: you have a few seconds to catch the eye of your prospects. If one seeks to follow the AIDA method, the first step would therefore be to attract the attention of his prospect. How to use the AIDA method? AIDA method: Attention Since then, this method has been widely used for copywriting in sales and marketing. Later copywriter Gary Halbert also helped popularize the method. Lewis' postulate was therefore that it is possible to reconstitute this psychological state to persuade and entice people to buy a product. He would have formalized the four phases through which individuals go when they are seduced by an idea or when they buy a product. The AIDA method (or model ) was first formulated by Elias St Elmo Lewis in the early 20th century. But it's also the go-to model for creating a sales page, thinking up a marketing message, or writing a prospecting email. Often the action in question is the purchase of a product or service.īut it can also be signing up for your newsletter or downloading a white paper.įinally, it is a summary of all the phases a “lead” goes through during his purchasing process, rather in the case of relatively simple and inexpensive purchases.ĪIDA is very often found in advertisements. Definition and origin of the method Definition of the AIDA methodĪIDA is a method widely used in digital marketing, a framework or a model to follow that will prompt a potential customer to action.
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