A proven framework for turning strangers into users

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A proven framework for turning strangers into users

In 1898, Ellis St. Elmo Lewis, a finalist in the Advertising Hall of Fame, wrote an anonymous column in which he was found useful throughout his career in a printing magazine. The Land Printer, The most influential American magazine of the 19th century.

In his column, he said that a successful ad should always follow a certain formula.

“The purpose of the ad is to attract a reader, so that he sees the ad and starts reading it. Then take interest in it, so that he keeps reading it. Then explain it, so that when he reads it, he will believe it. If an ad has these three characteristics of success, then it is a successful ad.

In other words, copy is only good if it attracts attention, interest, and confidence.

A century later, Lewis’s principles are still valid. They are used as an acronym for AIDA, and are widely used in the advertising industry. In the digital age, brands have based their entire marketing strategy on the ADDA model.

Before we explain how you can apply the ADDA model to your own content marketing strategy, let’s take a look at what it is and why it works.

At each stage of the buyer’s journey, brands use the Ida model to determine how to create and distribute marketing messages to their target audience.

The ADA model is considered a classification of the effects model, which means that users have to go through each stage of the model to complete the desired process. Like a typical marketing funnel, each phase has fewer users than the previous phase.

AIDA marketing model illustrated with a fireplace

How to use the ADDA model in your marketing

By creating campaigns with the Adda model in mind and creating your own website, you can gain more control over your prospects’ path to the purchase decision.

Theoretically, as they develop at each stage of the model, consumers who learn about your brand will develop some feelings or emotions about your product or service, which is why they eventually Forces action.

Here is what you can do to implement Ida:

Getting attention

If your content can capture their attention and engage them deeply, your target audience will begin to take an interest in your company’s core business.

At this point, the user is asking, “what’s this?”

In order to reach this stage, you must first present your content to them. It comes with brand awareness and effective messaging.


Effective content marketing is one way to attract visitors to your website. If you create content that solves their problems and pays attention to their desires, you will be able to attract them and provide solutions. To execute effectively, your target audience should be able to discover your content through Google, social media, and other channels.

Vestia excels at marketing their content, not only creating educational blog posts that block traffic but also creating entertaining or inspiring “shows”. With the help of this tactic, they can not only overcome their potential to eliminate potential, but also easily overcome the above (and in some cases, amusing) solutions to this problem. With video solutions in mind, lean video as a medium rather than just a blogging relationship in their product and mission, as prospects eat up that content.

Example of Ida Attention Example: Vastya Learning Center with Blogs and Videos

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Create interest

Once your target audience is interested in your product or service, they’ll want to learn more about your brand, the benefits of your solution, and your potential fit with them.

At this point, the goal is to get them to think, “I love this.”

To get to this point, your content needs to be convincing and compelling. While the first phase of ADDA is attracting their attention, this phase is about holding it. You can do this with one hook.


Let’s just say that marketing your content was effective in getting them to the website to find out about any pain, hassle, or need. You can then “hook” them with an interesting story Why Behind your solution

Stories resonate with people, and evoke empathy and curiosity. It’s an easy way to get information.

To create enough excitement in your prospects to force them to work, you need to make sure that their commitment to your brand reaches a certain level. The more connected you are to their needs and values, the more likely you are to succeed.

Below Fold is a service that provides its users with relevant news articles. It’s interesting with its hook: “Stories that don’t bring it to the front page.” The conspiracy opened a loop in this line (What am I missing without this service?) Highlighting the value proposition of their surfing stories that are not getting coverage but are still important.

Create interest For example: Under the folding fork

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People do business with people they know, like and trust. Adada sets up the first two stages of the model they know And like it.

The purpose of this step is to change the “I like” “I need it.”

Trust: It’s done by putting cement in the last puzzle.

To do this, keep offering them content. Make sure they subscribe to your blog, follow you on social media, and download your offers. The more likely they are to interact with your brand, the more likely they are to trust you, increasing the likelihood that they will eventually buy your product or service.


Among the possibilities you can close are consumers who have a vision for the future with you – they already eat your content and think your product or service will be even better.

Because of this, you have to distance yourself Where are they And Where they can be At the same time as your solution, you need to establish social evidence with case studies and definitions.

The “before and after” style is a great example of how to stimulate desire while gaining confidence. Check out the title of this case study by Calendar: “Convert 60% more PPC leads into bookings using Black Propeller’s secret weapon.” With the help of this product, the future can be imagined.What would my life be like if I achieved similar results?). “Before” they are in their current state, and “after” is their vision in which conversions have increased by 60%. Then, if they read the full case study, they come across social evidence from users like them.

Example of a desire for encouragement: Calendar Case Study

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Encourage action

Once you’ve created your desire for your product or service, give your prospects a chance to act on it. After all, what’s the point of creating content and building relationships with prospects if there’s no clear next step?

The goal is for them to decide, “I’m getting it.”

No matter what the “next step” is, you should force them to respond with less friction but with higher motivational calls in the process.


Whether they’re too far away or too close to a purchase decision, the next step you take should be “high value.” In other words, he has to help them somehow.

If they understand what the outcome of your offer is and how valuable it is to them, they will be more likely to work (because they are not just doing sales call or sales content).

Consider how you can provide that value when they encourage you to engage.

The CTA for this “next step” or presentation should be conspicuous, clear and uncomplicated. Maybe it’s a button or a banner that explains what they should do and what they get if they do. By eliminating friction in the process, you increase your chances of success.

Nerd Wallet, a personal finance site that provides resources on everything from credit to mortgages, is one such CTA. The idea is to engage their audience and force them to take action by offering a comparison tool. They highlight this tool directly on their homepage with a high contrast button with a high-light heading and a value-driven headline. The setup is uncomplicated and free of friction. Nerd Wallet is able to generate leads at the same time while empowering and pleasing those leads with high value information.

Super Action Example: Nerdwallet CTA

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Adda errors

Now that you know the ADDA framework and how it works, you should consider some of its limitations:

1. It does not take into account the journey of the non-linear buyer.

AIDA does an excellent job of describing the linear thinking process of purchasing decisions. However, not all purchasing decisions are linear.

The prospective customer may lose interest but eventually choose a different solution, only to return to the original provider if their needs are not met.

Generally, one may want to be aware of a problem and seek a solution before taking action to find it (thus desire and action are encountered before attention and interest).

2. It does not take into account the cycle of continuous purchase or super short sale.

In addition to non-hazardous travel, a prospective user can go through multiple stages of ADDA at the same time – all around for a continuous purchase or emergency purchase.

3. This is just a small piece of a comprehensive business strategy.

Adda is also limited to first time purchases. Some organizations try to align their strategies around marketing funnels like ADDA, but this is a mistake. Finals’ customers are the output when they are at the center of a growth strategy. However, it’s easier to retain and / or sell an existing customer than to get a new customer. Plus, with a little bit of customer pleasure, you can earn compliments and referrals, which can generate more attention, interest and (therefore) customers.

Adda doesn’t have mod opportunities, which is why other models – such as the flywheel – are more appropriate for the overall business strategy.

4. Focusing on one element of Ida in a per-marketing strategy may not be effective.

Even when using Fennel for a specific aspect of your business instead of a holistic strategy, still separate the four characters of Ida and apply a letter according to each tactic in your marketing strategy. It can be easy to fall into the trap of doing. For example, you might think, “This blog post is meant to get their attention,” and just focus on it. However, a blog post should ideally attract awareness and interest … and at least force them to take action before they leave their site.

In other words, marketing should be able to drive the potential of going through multiple stages of ADA. For example, an effective advertisement may point to three or four steps of AdDA, encouraging a potential buyer to work.

5. It’s very easy.

Ada can also be effective in imagining the purchase process in the minds of consumers when they encounter an advertising or other piece of marketing affiliation. However, Ida can be very easy to explain the stages of the buying process, especially for decisions that are more involved or important. Today’s buyers have more resources for research, comparison shop, etc.

Use the ADDA Framework

Despite its shortcomings, the ADA model has a strong framework to guide and motivate your audience in the buyer’s journey. And if you apply it to your content marketing, you’re picking a proven formula that can consistently engage, persuade, and turn users into users. However, it starts with knowing your customer’s journey.

Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

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