From Aria to Action: Making Your Message Sing A Distributor Channel Marketing Moment By Desiree Grace Voluptuous divas, dramatic plots, and soaring arias, that’s Opera with a capital O. One of the best-known works, Aida , tells the tragic tale of a love-struck Egyptian general and an Ethiopian princess. Beautiful? Yes. Relevant to modern marketing? Absolutely not. In the world of marketing strategy , AIDA means something very different. It’s the classic model that guides effective advertising and keeps your message moving through the sales funnel . The acronym stands for: Attention Interest Desire Action And no, AIDA is not a dating manual…though it wouldn’t hurt a few marketers to ask for commitment a little more often. First up: Grab ATTENTION. Your message must pull in your target audience. Not the whole world, just the people you actually want to talk to. Without this step, nothing else matters. This is Marketing Job #1. Next: Create INTEREST. Once you’ve ca...