Making AIDA Funnels More Effective

AIDA is a well-known technique for getting people to buy a product, especially in an online environment. It stands for Attention, Interest, Desire, and Action. A typical AIDA funnel looks like this.

If a company comes to the attention of a prospective buyer, it will slow their scroll. If the material is interesting enough to stop the scroll, the prospect will attempt to learn more. If the company makes this easy, and the information the prospect finds makes them desire the product, they will take action, unless they know anything that will make them distrust the brand.

Another way to say this is: if a prospect has no reason not to trust a brand when it comes to their attention and what they learn makes them desire a specific offering, they will take action.

We know that only 3% of the people who see a company’s offer will be in the buy zone when they see it. How many of those will have reason to trust the company? If the firm has a long history of satisfying customers, this percentage may be quite high. For younger companies and startups, it won’t be.

In general, the odds are three to one against a company winning a prospect’s business.

But what if we could change that?

RGA has created a trust-building protocol that can be used in concert with an AIDA funnel to increase the chances that interested prospects who come to desire a company offering will have ample reason to trust the company when they are asked to take action and give the company business.

Here’s what that looks like:

With the right content used to spur every prospect action, the company will have won their trust before the client is asked to engage in a transaction.

Now, this won’t help companies that can’t get their prospects’ attention. But all other prospects, even those that are not ready to buy and must be nurtured for a period of time, will learn to trust the company before they make their final decision to transact.

The content required at each stage is different, and the formats we use are many, but the company stories we tell, the brand promise we help our clients create, and the results are consistently the same. Find out more by scheduling a call with Rick Grant today.