Desire Stage

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The Desire Stage is an important step in the customer journey within the marketing funnel, following the Interest Stage.

At this stage, customers start really wanting the product or service after becoming interested.

They’re no longer just curious; they feel like they need or want it.

They start to feel a stronger connection to the brand because they see how the product or service could positively affect their personal life or work.1

Visual Representation:

desire stage visual representation

Purpose:

The Desire Stage aims to transform interest and consideration into a solid inclination to purchase.

It’s about making the product or service irresistible by highlighting its unique features, advantages, and the specific problems it solves.

The goal is to create a sense of urgency or need, encouraging potential customers to move towards making a decision.2

How the Desire Stage Works:

During the Desire Stage, marketing strengthens to tug at people’s feelings and show them why they need the product or service.

Here’s how it’s done:

  • Emotional Storytelling: Sharing powerful stories that connect with what people want, dream about, or need help with.
  • Benefits in the Spotlight: Talk about how good things can happen from using the product or service, with many pictures, explanations, and examples.
  • Special Deals: Offer special discounts for a short time or special packages that you can’t get any other time to make people feel like they have to act fast.
  • Proof from Others: Using positive feedback, stories from happy customers, and examples of success to show that buying is a good decision.3

Benefits:

  1. Increased Conversion Rates: Effectively addressing this stage often leads to higher conversion rates.
  2. Customer Loyalty: By creating a strong emotional bond, brands can attract loyal customers who may even advocate for them.

Usage:

In practice, the desire stage is implemented through various marketing tactics, such as personalized email campaigns, compelling website storytelling, and targeted advertising.

The key is to use these tactics to create a sense of need and urgency.

Example:

Consider a company selling health supplements online.

In the desire stage, they might use targeted content showcasing success stories of how their supplements have helped individuals achieve their health goals, along with limited-time discount offers to create urgency.

Best Practices:

  1. Understanding Customer Emotions: Gaining insights into what drives the target audience’s emotions.
  2. Consistent Brand Messaging: Reinforcing the desire through consistent messaging across all channels.
  3. Creating Urgency: Implementing tactics to prompt quick decision-making.4

Related Terms:

References:

1. 5 stages of a sales funnel (plus steps and examples). (n.d.-a). https://www.indeed.com/career-advice/career-development/sales-funnel-stages

2. Sahu, P. K. (2003). Salesmanship And Sales Management. India: Vikas Publishing House Pvt Limited. https://www.amazon.com/Salesmanship-Sales-Management-P-K-Sahu/dp/8125911626/

3. Budiawan, R. D., Satria, A., & Simanjuntak, M. (2017). The quasi experimental study of the influence of advertising creativity and exposure intensity toward buying action with aida approach. Independent Journal of Management & Production, 8(2), 378-394. https://paulorodrigues.pro.br/ojs/ijmp/index.php/ijmp/article/view/526/661

4. Greif, M. (2022, January 27). Rules for each stage of the AIDA model to improve your website. SiteTuners. https://sitetuners.com/blog/rules-for-each-stage-of-the-aida-model-to-improve-your-website/

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