Alternative marketing thinking


Attention, Interest, Desire, Action

As direct marketers we all know how important these four words are in creating communication that works. AIDA, the acronym for attention, interest, desire and action is revisited on, at a time when getting people’s attention is becoming increasingly difficult all the time. Get the reader’s attention by playing up an emotion. Once you have the readers attention, you move on to create interest by telling the reader, how the advertised product is relevant in her life. Move ahead and create desire in the product and finally trigger an action by giving an offer. A bonus along with the purchase, a compliment, something that will make the reader act now! Read more at


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