AIDA describes a common list of events that are very often undergone when a person is selling a product or service:
A - Attention (Awareness)
Attract the attention of the customer.
I - Interest
Raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
D - Desire
Convince customers that they want and desire the product or service and that it will satisfy their needs.
A - Action
Lead customers towards taking action and/or purchasing.
Some prefer to add another letter to form AIDA(S):
S - Satisfaction
Satisfy the customer so they become a repeat customer and give referrals to a product.
Explanatory and supporting material is available at:
- AIDA (marketing) - Wikipedia
- The AIDA Marketing Model in Web Design - Noupe
- Design to Sell: 8 Useful Tips To Help Your Website Convert - Smashing Magazine