Attention, Interest, Desire, and Action

If you have ever studied marketing, you might remember the standard marketing model of AIDA:

  • Attention
  • Interest
  • Desire
  • Action

Get people’s ATTENTION. You make sure they notice you. You demand their time.

Then make them INTERESTED in you and what you have to sell.

Then make them DESIRE. Convince them they want to buy from you.

Then help them and support them to take ACTION – get them to buy your product.

It’s a helpful, easily remembered acronym. It’s a classic, and it’s still true.

But how do you change an acronym to action?

When we’re training, we find that simple analogies work best, and we’ve used this one with hundreds of people: (see part 5)