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The New Rules of Lead Generation by David T. Scott

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The AIDA Curve

In defining the type of lead or other customer action you want to obtain, the most crucial question is, “Where do my target customers stand in the buying cycle? In what stage of buying are they in relation to my type of product or service?” To answer this question, you need to compare your potential customers against the AIDA curve.

The AIDA curve is a well-known principle of contextual marketing. Contextual marketing is the concept of organizing your marketing campaigns in context with the mindset of the buyer at the time. It is one of the simplest and most effective tools a marketer can use.

Without knowing where your potential customers are in the buying cycle and how close they are to making a buying decision, you may send ...

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