How to convert a stranger to a customer in 4 steps – AIDA

One of the most famous marketing systems in the world is something called A.I.D.A.

Which stands for Attention. Interest. Desire. Action.

AIDA is a 4 step system that can help any business convert strangers into customers

Step 1:  Grab their Attention

Step 2: Arouse their Interest

Step 3: Create Desire

Step 4: Ask them to take Action

It’s like a little journey your customers go on before buying.

In fact, everyone in your potential market is already somewhere on this journey.

The reason we use an upside down pyramid like the image above is because the amount of customers at each stage decreases as we get closer to the deal.

At the top. Roughly 60% of the market is in the Attention stage. People here don’t even know they have a problem.

Next, is Interest. These people account for about 20% of the market. They are aware of a problem. But they aren’t doing much about it.

Third is Desire. This is about 17% of your potential market. They are aware of the problem and are gathering information about how to solve it.

Fourth, the Action phase. Where you will find the final 3% of the market. These are the customer ready to go. They want someone to solve the problem they have, NOW.

So why do we use AIDA? Well, AIDA helps you attract people at each of the 4 stages. Meaning you are serving the whole market.

Let me ask you a question. Does all your marketing/advertising sound like this?

‘HGA decorators. All aspects of painting and decorating. Interior and exterior. Commercial and residential. First class finish blah blah blah’

If it does, then you are like most business. You are only competing for that final 3% of the market. The people who are already in the ‘Action‘ stage.

Let’s breakdown each step so you can use it in your decorating business and start attracting the other 97% of the market:



The first step in AIDA is to get their attention. Because at this point, they don’t even know they have a problem.

You can do this in several ways, but something that is proving very successful currently is ‘content marketing’.

What’s content marketing?

Essentially, it is creating something that you can give away for free (or very cheaply) that is interesting to your ideal customers. Usually it is information of some sort.

Think about something your customers might be interested in, then create a social media post or pdf. document about it

For example, you could share information on the following topics:

  • Stay ahead of the Jones’ with next years’ colour trends
  • How to know if the exterior of your home needs redecorating
  • Is repainting your kitchen a good alternative to replacement?

As a decorator, you’ll have a lot of knowledge on topics like these.

Share this knowledge with your audience and you’ll grab the attention of potential customers.


Once you have their attention you need to show how you can help.

Explain the benefits of your service. Tell them why they should be doing something about this problem and why you are the best person to help!

For example, if you got their attention by talking about how repainting a kitchen is cheaper than replacing. You should now explain how your experience, qualifications and decorating techniques mean you are the right person to help them. You should also explain why they should be looking to keep their kitchen looking fresh. For example, a modern looking kitchen can increase the value of the home.


The next stage is about proving what you can do and making your potential customers excited.

Make them trust what you can offer by showing them how you do it. Before and after photos and case studies of similar projects are great for this.

You also need to make sure you answer any questions they might have niggling in the back of their mind.

Remember, at this point they are aware of the problem and they want to gather information on how to solve it.

Example questions they might have:

How long does the process usually take?

What colour choices will they have?

How long will it last? Is there a guarantee?

What happens if something gets damaged?

Pair this information with some testimonials and you’ll have your potential customers begging for you to work with them.


The final thing you need to do is give them a clear Call to Action (CTA).

‘Call HGA Decorators for all your interior decorating needs now on 0121…’

‘Get a free quote to refurbish your kitchen – Click here’  

Don’t forget to make it as easy as possible for them to contact you. Phone, text, whatsapp, email. Everything!

And that’s it!

Using AIDA means you don’t limit yourself to just the 3% of customers who are ready to buy now. (Like most businesses do)

AIDA means you can tap into the rest of the market and start taking them through the steps to turn them into customers.

So, get out there and start talking to the other 97% of customers in your market!

Like this sort of stuff?

Check out my book ‘Sales and Marketing for decorators’ for more tips to help your business here: https://www.amazon.co.uk/Sales-Marketing-Decorators-Jon-Mears/dp/B08L78Y8MX/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1605205324&sr=8-1

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