AIDA Framework

The AIDA model, short for Attention, Interest, Desire, and Action, is a simple but powerful marketing framework used to guide potential customers from first awareness all the way to making a buying decision.

If you're launching a startup or trying to scale it up, knowing your way around the AIDA model is essential. Good marketing isn't just random broadcasts—it's about taking prospects on a clear journey. The AIDA approach helps you plan what to say, when to say it, and how to move someone from passive observer to paying customer. If you're browsing the Arageek Founders' Handbook, chances are you've heard the acronym—but let's unpack exactly how you can use it.

This is about capturing your audience's attention right off the bat. Too many people assume their startup is already known, but don't fall into that trap—no one automatically cares about your product. Instead, use something bold or unexpected to stand out, like guerrilla marketing tactics or provocative messages. Think about the ads that shock, amuse, or intrigue you; they make you stop and look. That’s what you're aiming for.

Once you've grabbed someone's attention, you need to hold it. Easier said than done! Especially if what you're selling isn't obviously exciting. To create genuine interest, your messaging needs to be engaging and on-point. Highlight what matters most to your target market. Remember Wendy’s famous “Where’s the beef?” campaign? They didn’t waffle on about everything—just zeroed in on the one thing that their audience truly cared about. Clearly showcase what makes your startup's offering worthwhile.

Here’s the crucial bit—transforming your prospect from “That's interesting” to “I really want that!” Infomercials are masters at this stage—they vividly show the benefits and make potential customers visualise how improved their lives could be with the product. To acheive similar results, emphasise your startup’s value, quality, unique selling points, and why it's better than competitors. Using customer testimonials, case studies, or engaging storytelling helps nudge them closer to making that decision.

This final stage is about prompting your customer to do something—buy now, sign up, join a free trial. Your call to action (CTA) must be clear, persuasive, and have a pinch of urgency. Netflix does this brilliantly—highlighting ease, benefits, and then offering a free trial to persuade customers to act RIGHT NOW. Whether your startup offers discounts, limited-time offers, or free consults, make sure your customer knows exactly what's expected of them.

Of course, like any framework, people have tinkered with the AIDA model over the years to fit modern marketing landscapes. Not every purchase happens through the same neat sequence, which is why some variations popped up, such as:

Other versions emphasise retention and brand loyalty—like the AIDAR model (Attention, Interest, Desire, Action, Retention) or the AIDAL model (Attention, Interest, Desire, Action, Loyalty).

Believe it or not, the AIDA model goes way back—all the way to Elias St. Elmo Lewis, an American businessman, who began developing it in the late 1800s and early 1900s. Originally, Lewis only focused on attention, interest, and desire. Later, he added action into the mix. Fast-forward to today, and it's become essential marketing wisdom. Skipping even one step can mean losing potential customers along the way.

Fancy frameworks are great, but here’s the practical bit—some tips to help put AIDA to work in your startup’s marketing:

Bottom line: if you're serious about marketing for growth—that is, turning casual browsers into committed customers—then mastering the AIDA model isn’t optional. It's a proven way to craft your message, drive sales, and build lasting relationships. Keep it close—in your notebook or (better yet) pinned to your office wall. Get creative, keep it human, and most importantly, don’t forget to take action yourself.