You’re probably familiar with the AIDA model of advertising. But did you know that AIDA needs to be a key part of your marketing presentation — even if you’re not talking about consumer sales?
That’s because AIDA is a persuasive process that can influence people to get on board. Whether those people are customers or business partners, and whether you want them to buy something or simply “buy in,” this four-step process is essential.
A Quick Review
AIDA is an acronym, of course. Here are its four components:
▪ Attention — attracting the prospect’s initial awareness.
▪ Interest — keeping that attention through demonstrated benefits.
▪ Desire — persuading the prospect that you can satisfy their needs.
▪ Action — the magic moment in which the prospect does what you want them to do.
The basic idea is that this is a funnel, moving prospects from Attention to Action.
How to Apply AIDA to Any Presentation
Let’s say that the audience for your presentation is a small group of community bigwigs who have agreed to talk with you about partnering on a specific campaign.
Take a look at how AIDA can help you move this audience to commit to a specific partnership role.
A: Say something this group has never heard anyone say before — or do it in a wildly different way than they’re used to. This doesn’t mean over-the-top gimmicks. It means making an immediate, deep connection with everyone in the room, and being able to maintain that connection throughout the presentation.
I: Make it clear how the partnership will benefit them. Remember, this doesn’t mean talking about features. You’ve got to strike an emotional chord and back it up with logical persuasion. It’s gotta be worth it to them to take a risk, and this is a decision that is mostly based on an immediate gut feelings (which then gets backed up by intellectual data-picking).
D: Make it easy for your prospects to want what you’re proposing — not simply agree to it or settle for it, but actually want it. Keep in mind that the long-term success of the project will depend on your prospects being fully invested from the beginning.
A: If your audience has traveled this far with you without losing interest, then your primary responsibility in making the sale is to make it as easy as possible. Lay the groundwork so that there is absolutely nothing in the way of your prospect saying a resounding “Yes” to your proposal.
What makes consumers purchase an item or service is the same principle that makes business prospects sign an agreement. Use AIDA to your advantage in any marketing plan presentation.
By the way, if your presentation does actually require a literal business model template for PowerPoint that focuses on the AIDA model, check out Slideshop’s PowerPoint Marketing Models page.