The AIDA Curve Table

Table 2.1 summarizes the questions that your customer is asking about your product or service and that you need to answer for them in each stage of the AIDA curve. By understanding the decision-making process of your customer and by deciding how to answer these questions for them, you can better define what kind of lead, or customer action, you are seeking from them.

Table 2.1 uses two product examples to demonstrate the kinds of questions a customer might ask about those products. The first example is a series of questions that a potential customer might ask about the Body Bugg calorie counter. The second is a series of questions that a potential customer might ask about a brand of sales management software.