In direct marketing, we use the AIDA model. This indicates which stage of the four steps a customer or target group is at on their way to a possible purchase. This is important to know because at each step you need to inform a customer differently. In each step, we are going to make this clear.
Attention
In this step, the potential customer (suspect) is not familiar with the company, product or service. We need to let them know we are there and what product or service we can offer. Make sure you get the suspect’s attention and get in their sights.
Interest
Generate interest. The aim is to give the suspect positive aspects of the brand or product so that they become interested in the product or service. Think thoughts like, “Yes! That’s for me.” Benefits should be named, such as a good price, reliability and the usefulness of the company, product or service. The suspect has now become a prospect.
Desire
The prospect is aware of the existence of the company, product or service and its benefits. Now we have to make sure that the prospect will put the company, product or service on his wish list, that he will crave for it. We need to entice with the message that a product is indispensable, for example, or that it is a must-have in this day and age. The prospect feels that the product should be purchased at some point.
Action
Taking action. If all three steps have been successfully completed, it is important that the prospect now takes action and proceeds to purchase. We can now make a promotional offer or create scarcity, for example with “Order now to be sure of delivery before… ” or “So many Dutch people have gone before you.”