AIDA principle explained in diagram

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The formula is an acronym for “Attention,” “Interest,” “Desire,” and “Action.” The AIDA principle is often used as a classic pre-sales principle, which extends from the phase before the purchase to an action (the purchase) by the customer. Freed from Desire? Use rational and emotional reasons! The desire to buy and the desire for the product can be triggered in two different ways. Both variants are often combined in the sales process, thus “seducing” the customer: Brain and heart made of wool cord Rational and emotional reasons help in the sales process. Rational reasons Rational-thinking customers are convinced with sensible reasons and advantages that speak for the product.


Quality is important to these customers and the product must withstand Special Data critical assessment. This means that mentioning the price reduction, special features of the product and data on performance, safety standards, etc. have a better effect. Woman with big gold chains and rings When using emotional reasons, different levels of feelings are addressed. Emotional reasons Emotional buyers, on the other hand, are easier to convince with promises that target an emotional level. The image of the product is usually crucial here, to put it quite simply, for example: The product is trendy. = The buyer becomes trendy through ownership. The product is considered a status symbol. = The owner radiates success and wealth.




The product targets fears. = The owner is covered with this product. In all cases of emotional appeal, the aim is that the properties of the product are either transferred to the buyer or are intended to satisfy a (valid) need. That sounds great in theory, but how is the AIDA formula applied in practice in online marketing? Application of the AIDA formula in practice To give you a first small, practical impression of AIDA, I picked out two simple examples from the advertising: Example 1: Some people may still remember Lieferando's poster advertising. It felt like the entire city was paved with it for a long period of time.