how to improve your product marketing. Step 1 is getting your audience's attention

AIDA Model Example: How To Improve Your Product Marketing

As a business owner, one of the most important things you need to focus on is your marketing copy.


great content marketing and social proof can convince new buyers to make a purchase on your site.


Whether you sell products or services, your marketing materials should tell your potential customers everything they need to know about what you offer.

But with so many different strategies and frameworks out there, it can be hard to know where to start.

Building a cohesive digital marketing strategy with the AIDA model

That's where AIDA comes in.

AIDA stands for Attention, Interest, Desire, and Action, and it's a tried-and-true framework that can help you improve your product marketing.

In this blog post, we'll take a closer look at each of the four stages of AIDA. Check out my YouTube video below for tips for how to best utilize each one within your Shopify product descriptions.

Breaking Down the AIDA marketing communications strategy

The first stage of AIDA is attention, and it's all about grabbing your potential customers' attention right from the start.

This is where you introduce your product or service in a way that's going to make them sit up and take notice.

One way to do this is by asking a question or making a statement that's controversial or attention-grabbing. T

he key is to make sure your potential customers feel like you're talking directly to them, so they know they need to pay attention.

Understanding the Customer Journey: Generate Interest

Once you've grabbed their attention, it's time to move on to the interest stage.

This is where you start selling the benefits of your product or service.

How is it going to make their life better? How will it solve a problem for them?

Your goal in this stage is to get them interested and excited about what you offer.

So don't be afraid to get creative and really sell the benefits in a way that resonates with them.

Creating brand awareness in the desire stage

The third stage of AIDA is desire, and this is where you ramp up the urgency.

You want your potential customers to understand that they need your product or service now, not later.

One way to do this is by creating a sense of scarcity. But make it real, or you risk losing the trust you've build.

You can limit the product or service availability, offer discounts, or even create a countdown timer on your website.

Your aim is to make the offer irresistible and compel them to act quickly.

Get prospective customers to take action

Finally, we come to the action stage of AIDA.

This is where you encourage your potential customers to take action - whether that's making a purchase, scheduling a consultation, or signing up for your mailing list.

But it's not just about telling them what to do - you also need to make it as easy as possible for them to take action.

Include clear and concise calls-to-action in all of your marketing materials, so there's no question about what they need to do next.

Maximize Your Marketing Efforts

By utilizing the AIDA framework, you can improve your product marketing and increase your chances of converting potential customers into loyal shoppers.

Remember, the key is to grab their attention, sell the benefits, create urgency, and make it easy for them to take action.

So take a closer look at your marketing materials, and see how you can implement AIDA to improve your results today.

Check out the video below to hear Crystal review the AIDA model for writing Shopify product descriptions.

I even walks a volunteer through the AIDA funnel as an example!

Watch now!

This transcript was machine generated and has not been fully edited for errors.

Marketing to your target audience with the AIDA model

Good morning!

Today we are talking about the AIDA framework for your Shopify.

And AIDA is an acronym. That's A I D A.

Today I'll be talking about this framework and how it can help you grow your business.

So you're going to learn what each letter means. Why they matter and how you can use them in your own business.

It will be a fun conversation.

Digital marketing, Customer Journey, and Marketing Strategy

Let me just introduce myself really quick in case we don't know each other. My name is Crystal.

And the internet has made it easier than ever before to get in touch with people and sell them things.  

But there's still one small problem. Not everyone knows what they're looking for when they go online.

And there are so many options that overwhelm shoppers, which can lead to less sales because people end up leaving without buying anything at all.

But don't worry. We're going to fix that right now using the power of AIDA.

Taking Your Target Audience Through The Awareness Stage

So let me show you what we need to do to maximize conversions on our Shopify.

So the first thing is Attention. The A in AIDA stands for attention.

So what you want to do is you want to introduce your product or service and do it in a way that grabs the attention of your client or your customer.

So think about it like this.

 It's almost like when you send an email to somebody and you use their name.  

When you use their name, people usually pay a little bit more attention.

Create a creative disruption

So it's as if I was in a room and I said, "Hey, red shirt!"

which actually is something horrible that I used to say when I taught sixth grade PE on the first day, because I didn't know anybody's name instead of saying, Hey, red shirt, if I were to say, Hey, Kyle.

 That's going to get Kyle's attention so much faster because Kyle is listening for his name.

That's the first thing that's super funny. But you want to make sure that you grab their attention so that they know that they are in the right place.

And you can ask a question. Or, you can make it controversial.

 Or just something that's going to get their attention and that they also know that, Hey, this person is talking to me.   Okay. So I need to pay attention.

Generating Interest in your product

So a stands for attention, introduce your product or service. The second one is interest.

The I stands for interest.

So now you have to sell the benefits of your product or service.

So what this means is now you need to tell them how they'll feel using your product.

If they buy your product, how is their life going to be better?

Or how could it potentially be worse if they don't buy your product?

Walk your customer through the buying process

So that is, that's the point of the interest section of the AIDA framework.

So you have to talk about the benefits.

So how's it going to make them feel? Or how is it going to make their home look? Or how is it going to help their life?

Sell the benefits of your product or service.

  Create desire for your product

And then three is desire. The desire portion is where you convince them to buy now and not later.

And so some people call this urgency.

A lot of times at like in, in e commerce, the best way to think about this is...

if you have a coupon that serves as your lead magnet aka, your way to get people to go ahead and make that purchase, that's your major incentive.

If you have a coupon and the coupon doesn't expire,  then there's no urgency.

You must create urgency to generate desire

So that's one reason why I love Klaviyo which is an email marketing software.

Because you can set up the email to go out to them and say, here's your unique coupon code, but guess what?

You only have three days, so you have to, incentivize them. You have to convince them to buy now, not later.

Whatever you put for the desire piece of the AIDA framework,   📍 you want to make sure that there's a time limit on it.

So that's number three, desire. Convince them to buy now and not later.

Effective messaging requests a specific desired action

And then four is action.  

That's the final a, so you want to make it easy for them to buy.

 So there's a couple of things that you want to think about here when you have your Shopify store, for sure.

 Make the purchasing decision easy

Let's say you have a pin with a product.

 And somebody clicks through on that product because they're interested in what you know, you have to offer.

They're thinking about buying it.

You want to make sure that wherever they end up, that product page matches what was promised in the pin description in the pin photo.

Remove any block to the purchasing process

When I was first starting out using Pinterest, a lot of times I would just put my homepage. As the landing page for that pin to lead to.

And that was a big problem because people are not going to go searching for what they're looking for.

  They are going to leave, which is referred to as a bounce rate in Google speak or search engine speak.

But they're going to leave because you're not making it easy for them to buy.

That's the first step. Whatever was promised, whether they clicked on, something in a Google search or from a pin on Pinterest.

Consumer touch points move them along in the buying process

You want to make sure that it's very easy for them to buy, that they leave that search engine and end up on the product page where they can, easily click buy.

So the other thing that makes it easy for them to buy is just making sure that your site loads quickly.

And, a lot of people have different paid themes on Shopify. I've never done the paid themes, but I did start off with Debut.

That was pretty much the most common theme in Shopify.

Improve the user experience on your site

And then now Shopify too, they have these themes 2. 0. They have a theme called Dawn and it's free.

When I made the switch from Debut to Dawn, my page speed doubled.

And I'm not kidding.   It almost doubled overnight.  

That was one of the main features of The Dawn theme was that it loaded faster. So that's the other thing that makes it easy for them to buy is just making sure that your site loads quickly.

Because even if you are, if you have the best product page and you had the best, search image or, search engine results.

If people click on that thing and they come to your page and it loads slowly.

They're going to leave.  

Let's review the AIDA model

So let's review real quick. We're talking about AIDA.

Something that grabs the attention of the reader.

Then another sentence that stokes the interest of the reader.

Another sentence that stokes the desire, and then a final closing sentence that is a call to action.

I have honed my skill of the AIDA framework and it's been because I've been utilizing Jasper. 

AI Copywriting tools can help you execute your marketing plan

Jasper is an amazing copywriting tool.

It doesn't replace yourself as a copywriter.

And it's not going to do you any good if you're talking about something that you know, nothing about.

But if you are writing about something that you're really knowledgeable about.

Jasper will give you outputs that are really great.

Some that you may not have ever thought of, and then you can tweak it to use. For for whatever purposes you need. So the AIDA framework is great for emails. It's great for social media captions. It's great for your homepage on Shopify.

There's so many different uses for AIDA.

 I said I was going to review, but let me go ahead and review real quick. So AIDA is a four letter acronym.

It stands for attention where you're going to introduce your product or service.

Interest, which is when you're going to sell the benefits of your product or service.

Desire, which is when you convince them to buy now.

And not later.

And then action how you make it easy for them to buy.

If you have a question about how you might be able to implement AIDA in your in your marketing.

I'd be glad to go through that for you.

Okay, we've got Wendy coming up.

Hey, Wendy. How are you doing?

Hi, Crystal. I'm doing good. How are you? I'm good. I just saw that you show women how to create profitable Etsy shops.

Yes. And love this topic because I am actually working on trying to, learning how to market an Etsy course that I've created.

And actually that's one of my goals for this 2022 first quarter is trying to get that course out there and marketing it better.

And so tell me a little bit about what the course entails.

So it's really a course for it's for someone who, if they have not started or created an Etsy shop before, or if they are, they have an Etsy shop, but they are struggling with getting the Etsy shop up and going.

And so it's really an A to Z training.

It takes you from the very beginning of what you need to do prior to creating the Etsy shop. Some of the things that you're going to need in order to set the Etsy shop up.

I walk through and give, details step by step. This is what you need to do to create your Etsy shop.

Once you get in there, then just going into more detailed things as far as different integrations, tools, customer service, those types of things, SEO.

And so it's four modules. You can purchase the modules individually, or you can purchase them as a bundle.

Just depending on where you're at. So if you've already created your Etsy shop, you may not necessarily need modules one.

So you can just come in and skip to module three, if that's where you're at.

Okay, perfect. And what is your company name or the course name? The course is creating a profitable Etsy shop.

Okay. And then if you could choose a tone of voice. Like any famous person or, something like friendly, witty, helpful, kind, expert, anything like that. What tone of voice would you want to write about?

I would say friendly and helpful. Friendly. Okay. Let's start with friendly. All right.

Are you ready to see what Jasper gives you for this? Yes.

I'm like, I've never heard of that tool. So I'm definitely interested. Okay. Oh yeah. Okay.

I'm also an Etsy store owner, so I have an Etsy and a Shopify.

But I never learned this piece, about how to write really great product descriptions. , I had learned when you make a product description that, okay, you need to include these details, and this and that or whatever, but I hadn't learned about how to really connect emotionally with the buyer.

And especially for Etsy sellers, we're selling handmade, there's a deep emotional connection between what we create and the selling process.

Yeah, I was really I was really excited. I really connected with these frameworks.

Okay. Now, these are just 2 examples.

Okay. And remember, you can modify them for your needs. If you want me to send them to you after this room, just DM me and I'll shoot them over to you. But here's what Jasper came up with just two examples for you.

The first one, attention, are you looking for a way to make money online? Interest:

if you're tired of working at the same job day in and day out. then this course is perfect for you. I walk through step by step how to create an Etsy shop that will bring in revenue each month. You can start your own business with no overhead costs. Desire: this course includes four modules that are easy to follow along with and implement into your own Etsy shop.

You don't have to worry about not knowing what's going on because it's all laid out for you. It also comes with lifetime access. So if anything changes or updates, we'll always be here ready to help you get back up and running again quickly. And best of all, it's a hundred percent risk free. So sign up today. Action: sign up now before the price goes up tomorrow morning at 10 a. m. Eastern.

Wow. I love that.

Okay. I'm going to have to take, so Jasper actually put in puts all of this out. What do you put in?

Okay, great question. So what I put in the AIDA framework, it starts with, enter your company or product

name. So when you, when I asked you, you said your course is called creating a profitable Etsy shop.

So that's what I put in as your company or product name. And then it asks for the product description.

And so I wrote based on what you said, a course, for someone who wants to start an Etsy shop.

Or if they have an Etsy shop, but they're struggling getting their Etsy shop. And I even didn't finish the sentence.

And then I walked through the process with them. And give them details about tools, customer service for modules. Wow. Okay.

And then the tone of voice was friendly.

 Okay. Now, I love it. Yeah. It's pretty awesome. And one thing I would personally tweak about the output here is again, because you know what you're trying to say, you're expert in this field. You mentioned that you wanted to target current Etsy shop owners or people who are looking to start an Etsy shop.

So the attention grabbing headline was, are you looking for a way to make money online? Your person probably is.

But I would maybe add, are you looking for a way to make money online through Etsy? You know what I mean? Because then you're talking to that specific person. Okay. So it's are you looking for a way to make money online through Etsy?

Are you looking to increase your revenue through Etsy? Or something like that?

Because then it's if that's me and I'm an Etsy shop owner that wants to make more money with my Etsy shop, I'm like, Oh, Hey, that's me. Let me read more about this.

Wow. Okay. I love it.

Here's the second one. Are you looking for a way to make money online?

Interest: etsy is the world's largest marketplace for unique goods. It's where people go to find things they can't find anywhere else.

And it's not just about buying and selling, but also making connections with other creative people from all over the world. You can sell your handmade items or vintage finds on Etsy and reach millions of shoppers around the globe.

Desire: I will walk you through each step in creating an Etsy shop that makes sales quickly.

I will show you how to get started, what tools are needed, how to price your products so they sell fast, and what marketing strategies work best on Etsy.

This course is perfect if you've been struggling with getting traffic or sales on your Etsy shop, or if you want to start a new one.

By taking this course, I guarantee that within 30 days of following my steps in this course, that your Etsy shop will be profitable.

There are no refunds after purchase, since we both know once we take this course together, there won't be any reason why it wouldn't work out perfectly for us both, with a smiley face. If, however, something does come up during our time together, let me know right away so we can figure out a solution ASAP.

So let's get started today by clicking, take this course button above now.

And action: click here now and enroll in creating a profitable Etsy shop today.


So what I like about having two outputs is that then, if there's something that you liked in one.

But you didn't like, in the other. Or vice versa, you can mix and match combinations.

So does it give you two different outputs, or did you put in something different in order to get the second output?

It will actually give you up to 10 outputs based on the same input.

Okay, wow. Okay. And I like that because there were some things that I probably would take from both that you read. So I really liked that. Wow. This is great.

And I also, I have three Etsy shops.

But I also have a Shopify store so that is great. I really thank you. I love it. Thank you so much. I really appreciate it. Okay. You're welcome. Wendy. Have a great day.

Thanks. You too. Okay. All right. So this is going to be the end of our room today. You guys that are listening in the replay. Again, please feel free to reach out to me if you need the link to Jasper, or you want to have a chat about it.

Tell people where they can find you if they're interested in creating an Etsy or Etsy shop because I will be putting this on my website and transcribing it. So if you'd like to do that, you definitely can.

Absolutely. Thank you. My name is Wendy Bridgman and, I help women create profitable Etsy shops.

You can find me on Instagram at Wendy Ball Bridgeman, b a, that's Wendy, w e n d y ball, b a l, Bridgeman, b r I d G E M a n. And there there you'll find lots of information that'll be, can be helpful for creating an Etsy shop.

So everybody have a wonderful day and Wendy, I hope we can connect again in the future. Yes, absolutely. Okay. Bye bye.

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