Marketing is conceptually defined as the “Management process through which goods and services move from concept to the customer.”

However, in terms of what matters practically, it’s all about AIDA.

AIDA is a “formula” that represents the simple flow of events that drive business transactions:

• Attention
• Interest
• Desire
• Action

The classic example of this process is a customer purchasing one of your products or services. You catch their attention (on TV, as they walk by your store, online, etc.) first. Then, something about what you are showing them piques their interest. Now they’re actually considering purchasing from you. Next, they look more into it, and the presentation you’ve given them makes them want what you’re offering. Lastly, their desire takes over and they give you money.

While this is a simple example, it’s quite profound really. This process explains how people react to PPC advertisements as well. They type something into Google, Yahoo! or Bing (a keyword phrase you want your ad to show for), then your highly-targeted ad catches their attention. As they scan through the other results, they become interested in your ad compared to the other search results. Once they read your ad copy, they become curious, and want to see your website (in hopes that it’s what they’re looking for). So, since you caught their attention, got them interested, and created some desire based on their needs, they take action and click over to your site.

The AIDA principle can be applied to a wide array of specific elements of your business, or the process in its entirety.

Consider this simple formula (Attention, Interest, Desire, Action) in every decision you make across your business, relate to your customers’ perspective(s), and boost profits.