Do You AIDAR?
“Three days!” Zoot whined. “I can’t wait that long!”
Today’s FIRE! Point
Good marketers identify where their products lie on the AIDAR curve and develop strategies pertinent to their particular situation. Successful marketing programs of all kinds take products on a journey from ignorance to purchase, passing through each of the five AIDAR steps in the mind of the target market.
FIRE! in Action
Move prospects through the AIDAR curve by creating product benefits
Liberty Mutual has seen strong growth in the mature insurance business. How? By pitching “responsibility” rather than the low prices offered by many competitors.
Next week: Lucy explains the key difference between product features and benefits, and why this knowledge is critical during the marketing and sales process.