Attention — we attract the user’s attention to the advertising message with the help of a catchy headline, an unusual picture, and contrast.
I nterest — we arouse interest based on the needs of the target audience.
Desire — we awaken desire, create a situation where the user wants to possess our product.
Action — we suggest you call immediately, leave a request, make a purchase .
For example:
Headline: For just one look from a girl in such a dress, Beckham would play for Bryansk Lokomotiv! (Attention)
Text: There is a way to look like an oligarch's wife, even if you are a simple girl from the Moscow region. (Interest) These are dresses from Gustavelli. They look expensive and aristocratic, although they are completely affordable. (Desire) Today, on Valentine's Day, there is a sale with a 30% discount - buy irresistibility right now! (Action)
AIDA is deservedly extremely popular - a huge number of sales texts are "collected" according to this principle. However, many amateur advertisers do not realize that this formula is not universal. It is rather designed for emotional impact.
However, this formula has a more rational modification - AIDCA . In it, another stage is added to the already familiar ones - confidence. This can be a mention of certification, reviews, awards, participation in niche events, etc.
In turn, in the AIDMA modification, motivation is also included in the form of time limits, quantity of goods, etc.
The AIDAS variation deserves special attention , where the fifth point implies the user's satisfaction with the purchased product or service (Satisfaction). It is necessary to ensure that advertising promises are truthful, otherwise customers will be disappointed and their reviews will ruin the reputation of the advertising company.
In general, remember that in its classic form, the AIDA formula appeals more to the heart than to the mind of the consumer.
3. ACCA
This formula is aimed at consumers who approach their purchases rationally. It is often used in B2B, since in business most decisions are made based on cold calculations, not emotional impulses. Let's break down this acronym:
A ttention – attention. As in the previous formula, you control the user’s gaze with the help of well-chosen illustrations, a catchy headline and a capacious lead (the first paragraph of the text).
Comprehension – understanding. You describe the benefits of purchasing whatsapp group iran your product or service in more detail – you talk about what needs your offer satisfies.
Conviction – persuasion. You present carefully thought-out arguments that convince the client that it is better to contact you. At this stage, it is also worth talking about: certification, experience, portfolio, measurable and verifiable professional achievements, reputation and guarantees .
A ction – call to action.
We applied the ACCA formula when developing a landing page for a service center.
This formula appeals to logic, so it can only be used if you really have a compelling argument.
At the same time, it is important to avoid a common mistake that gives away landing pages created by amateurs: listing all possible arguments, both important and completely insignificant for the target audience.
Instead of the expected effect - i.e. greater persuasiveness, this gives the opposite result. The potential client is initially skeptical about advertising, so he will certainly notice weak arguments and note their insignificance. But whether he will pay due attention to strong arguments after this is a good question. Therefore, do not use weak arguments. They only scatter attention and increase the consumer's skepticism.