The AIDA Model Explained

Welcome! I’m Brian Colburn, and this is “The Accountable’s”.

Let’s get started…

Working with as many podcasters as I have it has taught me that marketing may not just be a strong forte. We all know that growing a show is the number 1 question for most podcasters, and a solid marketing plan can help with show growth.

We have all found ourselves on one of those sales pages that is 10+ screens long. We scroll down frantically so we can see the price. If you resonate with that statement, then you have most likely experienced the AIDA Marketing Model.

Before we get into the meat of it, I want to share this quote with you.

Your imagination is your preview of life’s coming attractions.
Albert Einstein

Why this quote?, once you have an understanding of the AIDA Model, I want you to be imaginative about the copy and images you use. This plays into #3 of the model.

“AIDA” stands for Attention, Interest, Desire, and Action, and it’s a marketing framework that guides customers through the buying journey.

(Note: buying should be replaced with what your desired result is, clicking, subscribing, reviewing, etc.)

Here’s an example of how you could structure your post, campaign or request using the AIDA framework:

Attention: Grab the attention of potential clients with a compelling headline and lead magnet. Your headline should convey the value of [YOUR OFFERING] and the benefits of [YOUR OFFERING]. Your lead magnet could be a free guide or checklist that provides value to your audience and entices them to learn more about your services.
Interest: Once you have the attention of potential clients, pique their interest by sharing testimonials and success stories of your clients, subscribers, followers, listeners, etc.. This will help establish your credibility and showcase your ability to help your clients, subscribers, followers, listeners, etc. benefit from [YOUR OFFERING].
Desire: Now that potential clients are interested in [YOUR OFFERING], create desire by highlighting the specific benefits of [YOUR OFFERING]. For example, you could emphasize the PRO’s of [YOUR OFFERING], your expertise in the [YOUR OFFERING] industry, and the results your clients, subscribers, followers, listeners, etc. have achieved.
Action: Finally, encourage potential clients to take action by including a clear call-to-action (CTA) that leads them to your booking, subscription, or sales page. Make it easy for them.

If you would like to explore what working with me 1-on-1 is like, schedule a

“Coaching discovery call”

To execute this campaign, you could use a combination of marketing tactics such as:

Social media ads: Use targeted social media ads to reach potential clients who are interested in [YOUR OFFERING].
Podcast ads: Use podcast ads to reach potential clients who are interested in [YOUR OFFERING].
Email marketing: Create an email sequence that provides value to your subscribers and promotes [YOUR OFFERING].
Webinars: Host webinars that educate potential clients on the benefits of [YOUR OFFERING] and the value of [YOUR OFFERING].
Podcast guesting: Appear as a guest on other podcasts to expand your reach and showcase your expertise in the industry.
Referral program: Create a referral program to incentivize current clients to refer their friends and colleagues to [YOUR OFFERING].

By implementing an AIDA-driven marketing campaign and using a combination of marketing tactics, you can attract potential clients to [YOUR OFFERING] and achieve your established goals.

I subscribe to the theory, “If it is not written, it did not happen”. I bring this up, to encourage you to create a simple log to record your ad copy with a simple scoring system.