Methods of planning. AIDA

For a video script to not look like chaos, it needs to be properly planned and structured. There are 4 main planning methods for these tasks:

• AIDA Formula
• Inverted pyramid
• Spider diagram
• Mind map

Next, we will look at the prince of the work of each of these methods.

AIDA formula

What is the AIDA formula?

The AIDA Model is a universally praised means / formula within the advertising, like advertising messages and marketing sector to persuade potential customers to buy a product and / or service.

AIDA model: what do the letters AIDA stand for?

AIDA is the acronym for the terms Attention, Interest, Desire and Action. Starting with Attention, the model must be followed step-by-step and ends with Action.

The AIDA model explained

In effect, the AIDA model follows the entire customer journey like a marketing funnel through the above mentioned stages of attention, interest, desire and action.

Hence the model depicts the cognitive stages the customer goes through during the service or product purchasing process. This is why it is sometimes referred to as the purchasing funnel. In the funnel, the buyer and seller repeatedly go back and forth to guide the customer towards the final purchase decision.

AIDA model in practice

Only then this model has a good chance of success. Whether it is a direct mail or an extended television commercial, the AIDA model has proved itself over time.

Attention

The attention of a potential customer must be drawn before they make a purchase decision. This decision could be made based on colour, typography, sound, image or the use of celebrities. Texts can be used too. A good slogan can attract attention to a product immediately.

Some questions you can ask yourself during this phase are:

• Which tools and platforms can we use?
• What kind of messages do we want to convey?
• How can we make our customers aware of our new products or services?
• How is the brand awareness campaign put together?

Interest

When attention has been drawn to the product/service, a customer’s interest will be piqued. The interest in the product/service can only be piqued after the unique selling points (USPs) have been highlighted. These points of sale must be convincing enough for the potential buyer to purchase the product/service. In combination with price, guarantee and terms of delivery, USP s provide an important basis for generating a customer’s interest.

Some questions you can ask yourself during this phase are:

• How can we capture the interest of our customers?
• How effective is our content strategy?
• How do we share information?

Desire

In this step interest turns into desire. The potential customer must crave for the product and / or service as it were and they must have the idea that they cannot do without it any more.

Some questions you can ask yourself during this phase are:

• What makes our product or service so special and unique?
• How do we deal with customers?

Action

This final stage is about the customer taking action. This results in the customer buying the product and/or service. As an extra stimulus, a special offer will make it just a little more attractive for the customer to buy the product.

Some questions you can ask yourself during this phase are:

• What types of call-to-action do we use?
• Is it easy for consumers out there to cross our path?