Master the basics, and then you can add the new stuff later on.
The AiDA framework for running marketing projects was coined by a businessman ‘Elias St. Elmo Lewis’ in 1898.
And it still powers marketing campaigns 125 years after.
No matter the brilliance of your marketing campaign, you must find a way to drive awareness, get people interested, make them desire your product, and get them to take action.
No matter the platform you use to send marketing messages, you must rely on AIDA to be successful.
Whether you use SEO, Facebook ads, TikTok influencing, or WhatsApp marketing. The success of your marketing campaign rests on how well it follows the AIDA framework.
Of course, the terms coined 125 years ago don’t mean the principle wasn’t in place then. It was just the time it was named.
So in the marketing industry, the AIDA framework is a principle, an immutable rule.
Several industries have their own versions of immutable rules.
If you look at the retail industry, for instance, you will see some immutable rules that have been in practice.
Take Amazon, for example. The Amazon in 1992 is remarkably different from the Amazon in 2023.
But they focused on the basic rules of retail. Low prices, fast deliveries, and a massive selection. And focusing on these 3 rules has made all the difference.
Amazon has changed in every way possible, but they stick to these three retail principles. And according to Jeff Bezos, these three principles will always be the core of the business.
No matter the field you work in, there are some immutable laws that govern how things operate. Almost as a rule, these rules are always small in number.
In the age of hacks, shortcuts, and tips, you are better off mastering the basics than following the latest fad.
Master the basics, and then you can add the new stuff later on.
