If I can get your attention, make you interested in my product/service, create an incredible desire in you to use my product, and propel you into action by getting you to buy my product, would that be of interest to you?
From an Instructional Designer’s perspective,this may sound a lot like something you would hear coming out of your Marketing department. In fact, it is the steps or events that are often undergone when a person is selling something. According to our friends over at wikipedia, the term AIDA (Attention, Interest, Desire, and Action) and the approach I just described are attributed to American advertising and sales pioneer, E. St. Elmo Lewis.
Here’s how AIDA breaks down:
- Attention (Awareness): attract the attention of the customer
- Interest: raise customer interest by focusing on and demonstrating advantages and benefits
- Desire: convince customers that they want and desire the product or service and that it will satisfy their needs
- Action: lead customers towards taking action and/or purchasing
Ever wonder how you could use this as an Instructional Designer in creating e-Learning materials? Wonder no more! Our friends at Kineo have an excellent article I think you should read. In the meantime, I’ll summarize some of the article’s key points.
Attention: What is your hook for getting them to look at your course? Consider putting the “What’s in it for me” factor out there as early as you can. Another way is to ask a question to get them engaged, share a powerful statistic, etc.
Interest: Avoid feature dumps and instead focus on how the new process you are teaching is going to make a difference.
Desire: Although we can’t sell people that e-learning is going to make them stronger, sexier, or smarter, we can incite desire by letting them know they’ll make fewer errors, be more efficient, etc.
Action: At the end of the e-learning program, you want them to go out and do something.