151: What is the AIDA Marketing Method & How do Startups Use it?

151: The AIDA Marketing Method for Hardware Startups

November 23, 2022

With Michael Solomon, Professor of Marketing

Hosted by Kevin Mako of MAKO Design + Invent

151: The AIDA Marketing Method for Hardware Startups
151: The AIDA Marketing Method for Hardware Startups

Michael Solomon, a Marketing Professor at Saint Joseph’s University, renowned for writing over 30 books, will impart valuable knowledge to inventors, startups, and small manufacturers on the AIDA marketing method. He will also provide insight on how to comprehend each step of the marketing funnel and convert potential customers into product sales. Alongside being a professor, Michael is also a fellow writer at Forbes Magazine and teaches the Engage marketing course on Teachable.

Today you will hear us talk about:

  • The AIDA Model encompasses 4 stages: Attention, Interest, Desire, and Action.
  • Marketing success does not happen instantly.
  • Marketing can be visualized as a funnel.
  • In marketing, customers buy benefits rather than just the attributes of a product.
  • To find a solution, focus on the problem.
  • In product design and marketing, simplicity is key.
  • Attention is crucial in marketing and requires both novelty and relevance.
  • Clearly communicate your hardware message.
  • In an age of information overload, you need to make your messaging stand out to grab attention.
  • Having a consumer interested in your physical product is a great accomplishment, so put a lot of value on it.
  • Consumers are always looking to minimize their risk when making a purchase.
  • A Unique Selling Proposition (USP) is what sets you apart from the competition and is based more on benefits than features.
  • The Interest stage is cognitive, while Desire is emotional.
  • To evoke desire, show customers what impact your product will have on their lives.
  • Consider your ad a life makeover for the customer.
  • Early adopter customers play an important role in marketing.
  • The 80/20 rule applies to revenue.
  • The call to action may involve a feedback loop.
  • It takes several touchpoints to make a sale.
  • Invest in customer relationships to drive long-term sales.
  • Consider the value of a customer beyond just their first purchase.
  • Acquiring a new customer is 7 times more expensive than selling to a prior customer.


Michael Solomon Links:
LinkedIn | Past Episode

The Product Startup Podcast Links:
Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube

Mako Design Links:
YouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter

Kevin Mako Links:
Instagram | LinkedIn | Quora | Facebook | Twitter

Thanks for tuning in! See you next time.