# 151: The AIDA Marketing Method for Hardware Startups

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-11-23
- Length: 32m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups
- Listen: https://productstartup.com/

## Summary

Michael Solomon, a marketing professor at St. Joseph's University and author, explains the AIDA marketing model (Attention, Interest, Desire, Action) to hardware startups. He argues that founders must sell benefits rather than features, emphasizing that simplicity and novelty are critical for capturing attention in a cluttered media environment. Solomon details how to move customers from cognitive interest to emotional desire by focusing on their Unique Selling Proposition (USP) and leveraging early adopters as brand champions. He concludes that marketing is a long-term funnel requiring multiple touchpoints, noting it is seven times more expensive to acquire new customers than to retain existing ones.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=48) Introduction: Michael Solomon and the AIDA Model
- [2:30](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=150) The AIDA Framework: Selling Benefits Over Features
- [8:54](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=534) Attention: Novelty, Relevance, and Simplicity
- [12:43](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=763) Interest: Minimizing Risk and the Unique Selling Proposition
- [17:46](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=1066) Desire: Emotional Connection and the 'Makeover' Formula
- [24:46](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=1486) Action: Feedback Loops and Early Adopters
- [27:41](https://hardwarepodcasts.com/podcast/product-startup/2022-11-23-151-the-aida-marketing-method-for-hardware-startups#t=1661) Customer Lifetime Value and Long-Term Engagement

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- St. Joseph's University (company)
- Teachable (other)
- Forbes Magazine (other)
- Mako Design + Invent (company)
- Kickstarter (other)
- Indiegogo (other)
- Shopify (other)

## Related episodes from other shows

- [#063 - Your (hardware) product is not your product - think in terms of business models, with your host Balint Horvath, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-10-24-063-your-hardware-product-is-not-your-product-think-in-terms-of-business-models) (The Hardware Entrepreneur)
- [S2E51 The Hardware Academy | John Teel](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-12-03-s2e51-the-hardware-academy-john-teel) (Being an Engineer)
- [Hardware Entrepreneurs: 3 Critical Mistakes You Must Avoid](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-06-21-hardware-entrepreneurs-3-critical-mistakes-you-must-avoid) (Predictable Designs Podcast)
- [76: Tom’s Future Corner](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-01-12-76-toms-future-corner) (Thoroughly Considered)
- [Five Biggest Mistakes Hardware Startups Make with Customers with Dave Millman of BizDev Global](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-01-07-five-biggest-mistakes-hardware-startups-make-with-customers-with-dave-millman-of) (Predictable Designs Podcast)

## Citing this page

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