Introduction
AIDA model is a tool that empowers online teachers to create captivating content, inspire interest, cultivate desire, and ultimately prompt action from the prospects. It does this by understanding and leveraging the psychology behind consumer decision-making.
In this lesson, we’ll learn about the AIDA customer journey. That way, you can have more of your students and prospects be aware of your product, be interested in your product, have desire for your products and services, and finally, make action and buy.
Challenges that course creators can face when they do not use AIDA model:
- Course creators may struggle to grab and maintain the attention of their target audience
- Learners might perceive the course as dull, uninteresting, or irrelevant to their needs
- Learners may lack the desire or motivation to invest time and effort into the course
- It can lead to confusion, indecision, or missed opportunities for learners to take meaningful steps towards their educational goals
- Course creators may experience lower conversion rates in terms of turning potential learners into paying customers
Video Lesson – How To Use the AIDA Model to Sell Your Training Services
Who Can Use the AIDA Model?
- Writers specializing in advertising and promotional materials use the AIDA model to craft persuasive copy for advertisements, websites, brochures, and other marketing collateral
- Fashion designers can leverage the AIDA model to create persuasive marketing strategies and attract customers
- Graphic designers can use the AIDA model as a framework to guide their design process
- Industrial designers can use attention-grabbing design elements to capture the user’s attention. That can include unique aesthetics, innovative features, or eye-catching packaging that stands out on store shelves or online platforms
- Songwriters can adapt and tailor it to their creative vision and the specific message they want to pass through their music through a catchy melody, an intriguing lyric, or a unique musical arrangement
What Exactly is the AIDA Model?
It’s a series of steps that customers make before buying something. AIDA is an acronym. It stands for Awareness, Interest, Desire, and Action. This framework can help you think about all the steps that your prospects take before becoming a customer and actually buying.
The AIDA model serves as a guiding light for marketers, advertisers, and communicators seeking to navigate the intricate realm of captivating their target audience. By understanding and implementing the AIDA framework, one can create communication strategies that effectively grab attention, cultivate interest, foster desire, and drive action.
Why Use the AIDA Model?
It helps you to optimize your marketing funnel and messages. For instance, you’re brainstorming and you’re thinking about all the steps that your prospects might take, it can help you optimize each of those steps so that you can make the most of when they’re learning about you and when they’re thinking of buying. Also, it helps to make buying actually easier.
Therefore, it’s just a great framework that helps you think about all the different steps you can use for your courses, community, or even your coaching. That’s what AIDA is all about. It came from advertising and you’ll want to use it so that you can improve your sales. If you don’t use the AIDA, you might just have all these steps and that might be confusing. You might skip an entire step, and you’re thinking that even though you have sales pages, nobody is clicking your buy button.
If you use the AIDA model, it means you’re thinking about all the steps and decisions that go through a buyer’s mind as they learn about your product all the way until they buy.
Review the AIDA Funnel
Let’s talk about the AIDA funnel. It’s similar to the thing used to add oil to a car, so it’s large at the top. There are many potential customers who might be interested. As time goes on, it becomes smaller because it is not not everyone that is interested in your specific product. Eventually, there’s a smaller end where there are a few qualified people who really want your services and actually make a purchase. That’s why it’s called a funnel.
Now, let’s dive into the four parts of the AIDA model. Find below the breakdown of the AIDA funnel:
Awareness – Where Prospects Are Made Aware of Your Product, Service, or Brand
The first letter A is for Awareness. This is where prospects are made aware of your product, service, or brand. They had no idea people like you teach. That’s a very unique thing. But, somehow they found you, whether it was on YouTube or Google or TikTok, and that’s great. So now you’re on their radar.
Interest – Where Prospects Are Learning the Benefits and Features That You Offer Them and How It Can Help Them
Once prospects are aware of your products, the next challenge is to foster interest. The Interest is where you’re teaching them about your benefits, your features, what it is that they’ll learn to do, what they will be able to do later with your new skills that you’re teaching them through courses, community and coaching.
Desire – Where Prospects Are Starting to Connect with You
This is the point where potential customers begin to engage with you. They are showing a preference for you. They might say to themselves, “someday, when I finally decide to take that course, it will undoubtedly be this person’s course.”
They will desire it, believing they truly need it. You will continue to nurture them through emails, providing them with additional information and possibly testimonials. All of these efforts will greatly contribute to fostering their desire for the course.
Action – Where Consumers Are Planning to either Try or Buy Your Products and Services
The final and most crucial stage of the AIDA model is Action. This is the crucial stage where consumers actively consider trying or purchasing your products and services. They are fully interested in making a purchase, even having their credit card ready.
As an instructor familiar with the AIDA model, your aim should be to facilitate this process effortlessly. It should be seamless and hassle-free, ensuring a straightforward and concise one-page checkout. Your objective is to make it incredibly simple for them to complete the transaction and receive the desired service in return.
Using AIDA Model to Sell a Course
How can you sell a course using AIDA? Find below practical steps to follow:
Attracting Attention
Hook Line
Grab the attention of your audience with a compelling and attention-grabbing hook line. It should be concise, impactful, and targeted to your specific audience.
Hero Photo
Your hero photo could be you teaching or it could be a custom graphic image that really is the face of your course.
Talking about Pain
Consider talking about the pain/struggles/challenges that they might be going through, because they’re not where they want to be.
Benefits
Ensure you let them know what they stand to enjoy when they buy your course.
Features
Consider making your prospects aware of what your product entails.
Maintaining Interest
Intro Video
It serves as the initial point of contact between you and your prospects and sets the tone for the possibility of future patronage.
Curriculum Outline
Consider showing them the curriculum, the sections, or even a few lessons you might have taught.
About the Teacher
This is where you introduce yourself and you tell them about all your experience and how you’re qualified to help them get to their goal.
Getting on Email List
Ask them to get on an email list. That way, it’ll be like you’re giving them a lead magnet of some sort, where they’re going to get a great checklist.
Sample lessons
You could potentially offer a sample lesson or two where they can click on it and watch a five minute section, just to let them know the quality of your content, your voice, the words you use, your style, and the equipment that you use.
Creating Desire
Testimonials
Offer testimonials. It could be texts or videos to let them know, other people that had that pain are now happy and have arrived to this new state.
Providing Bonuses
Provide some bonuses like a template or some samples that you provide to your students.
Webinar
Do a webinar about all the things that they will learn.
Dream Vision
Let them know what’s in it for them. For example, will they be happy or sad when they buy your course?
What’s at Stake
Let them be aware of future changes when they buy your course. For instance, will your course change their lives or not?
Taking Action
Payment Options
Give them a couple of different payment options, such as one payment, two payment, or three payments and if you accept credit cards and PayPal.
One Click Checkout
Make the checkout section nice and easy with few details requirements.
Guarantee
Let them know that the transaction is secure and safe, and you’re removing risk by having the guarantee there.
Secure SSL
Have a symbol on the side about secure SSL and HTTPS with a little lock symbol.
Instant Access
Finally, make it very clear that they have instant access to your content.
Frequently Asked Questions about the AIDA Model
Summary – AIDA Model
The AIDA model is a simple but effective framework in marketing and advertising. It captures the essence of effective communication. With its unique and efficient approach, this professional and creative model guides marketers, and in this case, course creators, in crafting compelling messages that captivate and convert their target audience.
Tips for creative online course creators on AIDA model:
- Incorporate engaging storytelling techniques to hook your audience from the beginning
- Clearly communicate the unique value and benefits of your course
- Clearly explain how your course addresses specific pain points or challenges your audience may be facing
- Understand your target audience’s demographics, needs, and preferences
- Provide a roadmap or syllabus to help prospects understand the course flow and progression
- Provide post-course support, such as additional resources, mentorship, or access to a community, to ensure learners continue to apply and benefit from the course material
You should be a little smarter now. Thanks for hanging out!
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