How can you create copy that resonates with customers at every stage of their journey?

1 What is the AIDA model?

The AIDA model is a framework that helps you understand the stages of your customer's journey and the goals of your copy at each stage. AIDA stands for Attention, Interest, Desire, and Action. To capture your customer's attention and make them aware of your offer, your copy should be catchy, relevant, and clear. Utilize headlines, subheadings, images, and questions to grab their attention. To spark their interest and make them curious about your offer, make sure your copy is informative, engaging, and credible. Incorporate benefits, stories, facts, and testimonials to build their interest. To create their desire and make them want your offer, use emotions, pain points, solutions, and guarantees in your copy to stir their desire. Finally, to motivate their action and make them buy your offer, ensure that your copy is urgent, clear, and easy. Utilize calls to action, incentives, deadlines, and buttons to prompt their action.

2 How to apply the AIDA model to your copy?

To apply the AIDA model to your copy, you must be aware of your customer's persona, pain points, goals, and objections as well as the value proposition, features, benefits, and differentiators of your offer. Additionally, you need to match your copy to the stage of your customer's journey in terms of tone, language, and format. For example, during the awareness stage, your copy should be educational and helpful. Blogs, ebooks, videos, or podcasts are great for attracting attention and interest. During the consideration stage, your copy should be comparative and authoritative. Landing pages, webinars, case studies or white papers can create desire and overcome objections. At the decision stage, you should use conclusive and confident copy to motivate action and close the deal. Finally, during the loyalty stage use supportive and appreciative copy such as thank you pages, follow-up emails, surveys or reviews to retain their attention.

3 How to optimize your copy for each stage?

To optimize your copy for each stage of your customer's journey, you need to test, measure, and improve your copy based on the results. Additionally, it’s important to align your copy with your brand voice, style, and values. To do this, use headlines that are clear and catchy, subheadings that are informative and intriguing, and images that are eye-catching and supportive. Additionally, focus on benefits that are specific and valuable, stories that are relatable and memorable, facts that are credible and verifiable, emotions that are positive and powerful, pain points that are common and urgent, solutions that are unique and effective, calls to action that are simple and direct, incentives that are attractive and relevant, and deadlines that are realistic and urgent. Following the AIDA model with these tips can help you create copy that resonates with customers at every stage of their journey and boosts your conversions and sales.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?