Industry Data & Market Research

Strategic Planning with the AIDA - Attention, Interest, Desire, Action - Buying Process Framework

AIDA - Attention, Interest, Desire, Action - Buying Process is a technique that enables better strategic planning in business.

The AIDA model was introduced in 'Theories of Selling' in the Journal of Applied Psychology. It provides a guideline around the basic components before potential customer makes a purchase.

  • Attention: Sales and marketing must begin by creating interest. The first few words or seconds are critical. Effective techniques include phrases such as, 'Have you ever...' or 'Can you see...' Including the word 'you' is particularly powerful. In addition to attracting attention, it is also important to set a tone that creates a relaxed, low-pressure atmosphere and moves the prospect into the next step.

  • Interest: At this stage, the prospect must find a connection between their own needs and desires and whatever is being communicated. A salesperson may modify their communication or ask questions to determine what message is most likely to interest the prospect.

  • Desire: The aim here is to move the prospect to a position closer to making a purchase. This involves showing how a product or service will serve within the context of their interest that has been aroused. The Desire stage contains many complex elements, including the prospect's perception of competitor products, how it fits their budget, and if any doubt or fear of risk has been allayed.

  • Action: The final stage is a purchase (or repurchase) action. Once the prospect has moved through the previous three stages, it is often necessary to ask for the sale directly. Indirect hints are often insufficient to overcome inertia. However, a customer may not be fully through the previous three steps, in which case it may be necessary to step back to a previous stage before trying again.

Other Strategic Planning Frameworks

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