So let's have a look at ADA. Ada is a psychological flow that potential customer goes through when purchasing a service or product. By following the buyers natural flow and purchasing, we will remove resistance and objections to our product and services. We can then take our understanding of this flow and apply it to our marketing strategy. The germ of the aid of concept was conceived in the late 19th century by Elias St. Elmo Lewis. Their original formula was by 1909. attract attention, awaken the interest, the swayed, convince, that was the psychological float realized that the buying cycle actually took and what you needed to match with your marketing.

So your marketing had to attract attention first, then it had to awaken the interest and then have to persuade and convince. This thing slowly evolved into we have the ADA formula today. Now, there are some variations of the ADA formula out there. But the ADA is I find the simplest and some people added stuff in or try to remove certain phases. I don't think that necessarily benefits on marketing flow. So, I'm going to teach you the traditional model.

The first thing we have to focus on is attention. We have to get a client's attention and we're going to break all this down as we go through the course. We have to generate interest after attention. getting attention by itself isn't enough. We have to take that attention and then develop the interest. And once we've got interests we can move them to the desire phase where we develop desire for our products.

And once that's happened, we can move to the action phase where they actually take action on our products or services. Traditionally, ADA was used by sales copywriters who would use them in printed publications. That's the historical usage of it. But still today, many people teach copywriting courses on the ADA principle, not realizing it's deeply usages and implications in a marketing strategy. It can be referred to as the ad marketing funnel, or an ad sales funnel, or the ad marketing flow, or the ad sales flow even there's lots of variations. But the basic principle is exactly the same.

They just tend to be if you're a marketing person, you'll call it a marketing funnel. If you're a sales person, you'll call it a sales funnel. It's the same model the same system. And that will just help you to understand maybe sometimes when I switch terminology throughout the course, maybe unconsciously