By Dr. Mahmoud Amin — Marketing and International Trade Consultant, SOULAVET

Executive Summary

In the world of marketing, a customer is not born ready to buy. Instead, they go through a gradual journey that begins when they know nothing about you or your services and ends when they become your advocate and promoter.
This is where the AIDA model — or its enhanced version, AIDCA — comes in as a roadmap to understanding that journey.

1️⃣ Attention – Capturing Attention

It all starts in the subconscious.
At this stage, the customer doesn’t know you and may have never heard of your company or service.
Your role is to grab their attention with a strong message or engaging content.
Example: A simple Facebook ad that speaks their language, or a short Instagram video presenting a common problem.

2️⃣ Interest – Building Interest

Once they see your message for the first time, they start thinking: “Who are you? And what do you offer?”
Here, you should provide educational or interactive content that sparks curiosity.
Example: A blog post explaining how your service helps reduce costs or solve a market problem.

3️⃣ Desire – Creating Desire

Interest alone is not enough — you must turn it into desire.
The customer needs to feel that your product or service is personally relevant to them.
Example: Sharing success stories of similar clients or demonstrating how your solution fits their daily needs.

4️⃣ Conviction – Building Conviction (the difference between AIDA and AIDCA)

In the modern AIDCA model, an additional stage — Conviction — is included.
Here, the customer needs confidence and proof before making a decision.
Example: Client testimonials, measurable results, clear statistics, or even a short free trial.

5️⃣ Action – Taking Action

Now the customer is ready to buy.
At this point, the process must be smooth and simple — any friction could cost you the sale.
Example: A clear “Buy Now” button, a limited-time offer, or a direct WhatsApp number for quick communication.

Post-Purchase Journey: From Customer to Ambassador

But the story doesn’t end with the purchase. The customer can evolve through additional stages:

• Loyal Customer: when their experience is excellent, and they keep coming back.
• Defender: when they start defending your brand in discussions or comparisons.
• Promoter: the golden stage — when they actively recommend you to others, bringing in new clients at no additional marketing cost.

Real-world Example:
Brands like Apple and Nike didn’t just sell products — they built communities of loyal customers who proudly use their products and defend them as if they were part of the brand itself.

Conclusion

The AIDA/AIDCA model is not just a theoretical framework; it’s a map for understanding the customer’s mind and heart.
Those who succeed in guiding their clients through these stages don’t just win a single sale — they build a loyal customer base that becomes their most powerful and cost-free marketing team.

Does your brand truly understand your customer’s journey — from attention to advocacy ❓

At SOULAVET, we believe that great marketing is not about selling a product, but about guiding emotions, building trust, and turning every satisfied client into a loyal ambassador.

Soulavet — Turning Vision into Asset

#سولافيت #soulavet #محمودأمين#mahmoudamin