AIDA 3rd step: Desire
Now you need to make your reader to feel the positive emotion people get buying your product.
Turn reader's imagination on. For example if it's going about car focus on the smell of new leather,
the sound of runing engine etc.
Someimes it makes a sense to
hint readers that oter people will respect their choice,
(maybe even will be jealous a bit)
Offer several options of the product. Comparing the options
readers think about the product as if they own it.
Make readers to think which option they like more instead of thinking
whether they like the product.
Example of AIDA desire stimulation:
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Offered service: accepting payments by phone (via SMS or calling)
Target audience: web merchants
The goal: prospect makes new account
DaoPay.com shows sales in real time.
Each time customer sends SMS to pay for something (buying from the existing merchant accounts), the information about purchase is added to the running line,
and location of the customer is shown on the dinamic map. As result DaoPay visitors see a live flow
of money that goes through this website.
Actually the text like "join us to be one of *** merchants who make *** sales each day" means the same;
but this message (being visual, dinamic and non-verbal) is addressed to visitor's emotions and works much better.
Every webmerchant dreams about fast sales flow. Here prospects see a visual embodiment of their dream.
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As the "desire" AIDA step is mostly of "psyhology" kind it's usefull to study the background
methods that work behind the sceen, but influence the prospect's mental sate. For example
there are many researches about using the color palettes in merchandising.
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