AIDA – Awareness, Interest, Desire, Action. It’s a simple tool but one very much worth remembering and we’ll do that later.

Before we get all automated and these intro start to write themselves, let’s have a chat with Natalia Wiechowski a Personal Branding Expert, bilingual keynote speaker, LinkedIn Trainer and an Edutainer, so you know this is going to be a fascinating chat. Oh yeah, Nataila is also a Dr. of Philosophy, Social scientist and a certified digital marketing professional with experience in human behavior & social relationships. So basically she knows what I’m thinking at all times and I’m scared!!!


– People want to hear your story. A story that you can tell and that is trustworthy. Think about the brands you connect with, do you feel like you know them, are they more personable to you than others, relate to you a little more? Do they share the same messages in terms of how you lead your life? They probably do. And this is why you feel connected to them and ultimately make those purchases.

But be cautious, as Natalia put it ‘telling stories is the new big brother’

– Good content, the core or basis of it, consists of 50-60% real life problem solving. Listen to your audience, what are they struggling with and are worried about and how can you help.

– Natalia discussed her top tip for becoming more employable, straight after you studies – without writing a CV, which sounds bizarre but when you talk through it, it isn’t really, so listen  up:

– Don’t wait until after your studies – the number one rule!
– Start networking while you are still studying, building those connections with the people and organisations you want to work for
– Get clear on how these organisations function and recruit
– Don’t forget that practical experience as well, the proof is in the doing
– And finally, ditch the CV (wow big statement), but first of all find a way to gain the attention you need to get people to approach you rather than the other way round – this can be on social channels, blogs, podcasts, how about even singing your resume (I’m not even going to attempt that one), but perhaps you might.

You want some proof, check out the two examples in the show notes where not using a CV has lead to a dream job: the fearless girl and Nina’s Airbnb story.


AIDA (Awareness, Interest, Desire, Action), the traditional model for describing the stages that a consumer will go through from the first interaction or becoming aware of a product or service through to an actual committed purchase.

One of the benefits of this model is its simplicity and versatility in terms of its use with communication messages as it is seen as a stimulus-response model, which is what we want from our comms, a response.

Times have changed however since the creation of the AIDA model and although still prevalent in many Marketing communication plans it is now seen as to linear in a digital environment, also ignoring post-purchase behavior which is a major factor to be considered.

Test the AIDA model on your next communications plan or assignment, but don’t forget that other influential factors outside of this model may need to be considered dependent on your overall objectives.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco
Creative Commons License

Natalia Wiechowski:
[email protected]
Instagram: @thinknatalia

The 48 Laws of Power – Robert Greene:


CV Examples:
Nina from AirBnB:
The Fearless Girl Statue CV: