Thinking about the messages you convey to patients and potential new customers, could make all the difference to your business.

The AIDA model is based on a simple mnemonic that will help you make your marketing more effective. It’s based on four actions you should take. These mirror the stages customers go through as they decide whether or not to buy:

Attention

Is there something that will grab your customers’ attention? A list of bullet points will not encourage anyone to look at your marketing. Less is more. 

Interest

Explain the benefits and advantages of what you offer. Don’t fall into the trap of solely listing features. Be clear about how your solution might fix the customer’s problem.

Desire

Create the desire to purchase by taking the general message and applying it to a person’s circumstances. This is usually done by members of the team and explains why promotions should be supported with training.

Action

Make sure the sale is closed. Considering appropriate factors, such as price point and the availability of a service during each day or week, and offering answers to questions, will ensure that extra barriers are not created. The next step is to put these ideas into action.

Activity: Get customers' attention

Pick a service you currently offer. Using the AIDA mnemonic, write down a single statement or describe an image that will attract your potential customers’ attention.

• Briefly explain the benefits of the service. What will keep a customer’s interest?

• Think about the training you might give staff to be sure they can create a desire among customers to consider your service. 

• What other action might you consider taking to close a sale?