AIDCA is an extremely important sales and marketing principle to understand, although it's one that doesn't seem to be discussed as much as it should be. In fact, most small business owners have never heard of the acronym in my experience.
Because of this, I wanted to write up a post that should help you get to grips with it - it really is something that can make a huge difference to the effectiveness of your direct response campaigns if you understand and apply it correctly.
- PPC (pay-per-click)
- SEO (search engine optimisation)
- Email marketing
- Landing pages
What does AIDCA stand for?
AIDCA is a sales and marketing acronym. It stands for the following:
Attention: First, grabbing the attention of your prospect
Interest: Then, peaking their interest in your product or service
Desire: Then, generating desire for your product or service
Conviction: Next, developing conviction within your prospect
Action: Finally, inspiring your prospect to take action
Understanding the 'Flow'
- Gradually and naturally move your prospect from a neutral position to one of engagement with your business
- The Ad copy tells them about an offer you have on at the moment, which they then want to find out more about - Interest
- After the user clicks the ad and arrive on your website, the perfectly designed, aspirational landing page content makes them really, really want your product - Desire
- Customer reviews, product information and associated benefits displayed on the site combine to help the user decide they are going to buy your product - Conviction
- A time sensitive offer on your product makes your new customer order the product today in order to benefit from the savings - Action
- Replace the PPC Headline and Ad copy above with an email subject header and email content respectively
- Use the same process with SEO (meta) titles and descriptions
- Use the same format when it comes to social media posting too
- Of course, you could use it in your magazine/pint based advertising as it would have been traditionally
A visual example of AIDCA working using search results as a start point
Grabbing Attention and Generating Interest
After clicking through from the Ad, I reach this landing page. 'Send Better Email' cultivates the Desire - that's what you would 'want' if you had begun a search looking for email marketing help/software.
Instilling Conviction and driving Action
Seeing that over 10 million other people are using the software makes me decide to join them too (Conviction) and the prominent 'Sign Up Free' button drives me to join now (Action)
In light of what I've said above, I'd say that the answer is a definite 'yes'. Of course the term itself doesn't really matter - you could already be implementing the process above without having ever heard of AIDCA.
It's the 'flow' that matters - if you can ensure that all of your marketing efforts follow this principle, you'll benefit from a marketing strategy that is:
By Alan MacDougall
Got a nagging marketing question? Ask me here.
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Revenue Builder is a small business marketing strategy advice blog, written to help small business owners and startups maximise sales revenue.