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    Business Strategy with Hirav Shah                                         JULY 17, 2026    |  The Indian Eye 36

                      AIDA: The 4-Step Formula That

                          Turns Attention into Revenue

               AIDA stands for Attention, Interest, Desire, and Action. It is one of the most enduring persuasion
                          models in marketing because it aligns perfectly with human decision psychology

                                                                                                                  4. Was your call to action specific and
                                                                                                                    strong?
                                                                                                                  5. Can you identify where customers
                                                                                                                    drop off — Attention, Interest,
                                                                                                                    Desire, or Action?
                                                                                                                      If  you  cannot clearly answer
                                                                                                                  these, your AIDA flow needs refine-
                                                                                                                  ment.
                                                                                                                      “Audit communication like you
                                                                                                                  audit  finance.  Revenue  leaks  often
                       HIRAV SHAH                                                                                 begin with weak messaging.”
               n today’s crowded marketplace,                                                                       5 Practical Tips to Apply AIDA
               attention  is  everywhere  —  but
            Irevenue is selective.                                                                                1. Write headlines for Attention, not
                                                                                                                    information.
                Brands run ads, publish content,
            launch campaigns, and invest heavily   Before changing your product or increasing your advertising budget, review whether your message is   2. Use real examples to build Inter-
                                                                                                                    est.
            in digital marketing. Yet many entre-  actually moving customers from Attention to Interest, Interest to Desire, and Desire to Action (File photo)   3. Quantify benefits to create Desire
            preneurs face the same frustration:                                                                     (time saved, profit increased, risk
            engagement is high, but conversions   out a clear, confident call to action,   first we notice, then we understand,   reduced).
            remain low.                       the customer hesitates. “Buy Now,”   then we want, and finally we decide.  4. Keep one clear Action — avoid
                The gap often lies in structure —   “Register Today,” or “Book a Strat-  If your marketing is generating
                                                                                                                    multiple confusing options.
            and that structure is called AIDA.  egy Call” must remove ambiguity.   visibility but not sales, the solution   5. Test and refine — AIDA improves
                AIDA stands for Attention, In-  Clarity drives commitment.      may not be more budget or more
            terest, Desire, and Action. It is one   According to Business Strate-  content.                         with measurement.
            of the most enduring persuasion   gist  Hirav  Shah,  one  of  the  biggest   It may simply be better sequenc-   Frequently
            models in marketing because it aligns   misconceptions in marketing is that   ing.
                                                                                                                          Asked Questions
            perfectly with human decision psy-  a great product automatically gener-  Because when attention is struc-  1.  Is AIDA outdated in the AI era?
            chology.                          ates strong sales. In reality, custom-  tured strategically, revenue becomes   No. AI accelerates content cre-
                The  first  step  is  Attention.  In   ers move through a decision-making   predictable — not accidental.
            a scrolling economy, capturing at-  journey before they buy. “I’ve seen   Hirav Shah believes that many   ation, but human psychology still fol-
                                                                                                                  lows AIDA.
            tention is the hardest task. Strong   businesses invest significant amounts   businesses immediately blame pric-  2.  Can AIDA work for B2B businesses?
            headlines, compelling visuals, sur-  in advertising, branding, and promo-  ing, competition, or market condi-  Yes. Even corporate decisions
            prising statistics, or bold statements   tions, yet struggle to convert interest   tions  when  sales  decline.  However,   move through awareness, evaluation,
            stop people from moving past your   into revenue because one stage of   the real issue often lies in communi-  motivation, and commitment.
            message. Without attention, even the   the AIDA framework was missing or   cation. Before changing your product   3.  Where do most businesses fail in
            best offer remains invisible.     weak. Even an excellent product can   or increasing your advertising bud-  AIDA?
                The second step is Interest. Once   underperform if the communication   get, review whether your message
                                                                                                                      At the Desire and Action stages
            you have attention, you must build   sequence is broken. Marketing is not   is actually moving customers from   — they inform but don’t persuade.
            relevance. This is where businesses   just about reaching more people; it’s   Attention to Interest, Interest to De-  4.  Is AIDA only for advertisements?
            explain the problem clearly, present   about guiding the right people to-  sire, and Desire to Action. Improv-  No. It applies to websites, sales
            context, and show understanding of   ward making a confident decision.”  ing this sequence can often produce   pitches, presentations, emails, and
            customer pain points. Interest trans-  “Most marketing fails not be-  better results than simply spending   even investor decks.
            forms curiosity into engagement.  cause the product lacks value, but   more on marketing.             5.  How  often  should  businesses  re-
                The third step is Desire. Infor-  because the persuasion journey is
            mation  alone  does  not  convert  —   incomplete. AIDA ensures that      Quick AIDA Self-Test        view AIDA structure?
                                                                                                                      Every campaign. Structure de-
            emotion and value do. Desire is built   communication  flows  logically  from   (5-Minute Exercise)   termines conversion.
            when customers clearly see how your   awareness to revenue.”            Review your last marketing cam-
            product or service improves their sit-  In the AI era, content creation   paign and answer:
            uation. Whether it saves time, reduc-  has become faster than ever. But   1. Did the headline truly grab atten-  Hirav Shah is the Global Business
            es cost, increases revenue, or simpli-  speed without structure does not   tion — or was it generic?   Strategist, Game Changer, and Author
            fies life, the benefit must be tangible   convert. Algorithms may amplify   2. Did you clearly explain the cus-  of 19+ books—trusted worldwide for
                                                                                                                    validating big decisions of entrepre-
            and compelling.                   reach, but psychology drives action.  tomer’s problem?                neurs, sportsmen, and entertainers.
                Finally  comes  Action.  This  is   AIDA continues to work be-  3. Did you show measurable benefits
            where many campaigns fail. With-  cause  it  reflects  how  people  think:   to create desire?          Email : Business@hiravshah.com

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