AIDA - Sales Process

Guide To Consumer Interest

What is it
AIDA is a sales process/theory used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement, Sales channel or person.
A – Attention (Awareness): attract the attention of the customer
I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits
D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs
A – Action: lead customers towards taking action and/or purchasing

Who uses it
Marketing and advertising companies refer back to AIDA when marketing as a check list. Sales people, content writers, affiliates and social media companies all use this sales process.

Why is it useful to an organisation
It is a good reference point to make sure anything that they are doing meets all the steps of AIDA to give them the greatest chance of selling their products.


  • You can be too pushy trying to sell something
  • It is not always appropriate to use.
  • It is hard to follow all the steps in social media

Top Tips

  • Be inventive and think outside the box
  • Don’t be too pushy in trying to sell something
  • ABC (always be closing) – Always be closing, as a strategy, requires the salesperson to be persistent, but also know when to cut losses and move on to another prospect.

Key Terms
AIDAS – The same as AIDA with the added S – Satisfaction: satisfy the customer so they become a repeat customer and give referrals to a product
AIDCAS – same as AIDAS with added C – Confidence
CAB – A reduction of the three steps: Cognition (Awareness or learning) Affect (Feeling, interest or desire) Behaviour (Action)
TIREA Scale – A scale that focuses on breaking down the decision making process onto more defined components. Each Step focuses on a progressive journey through the decision making process. T – Thought I – Interest (Desire) R – Risk (Evaluation) E – Engagement A – Action

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