The Action part of AIDA is important when it comes to finally getting someone to do something (ie, buy). One approach is to let people try the product for themselves. Like test driving a car (by which time advertising for awareness and gaining interest should be under the bridge).

Try me. Break me…

This product tried precisely that tack. Test. Stretch. And somebody did precisely that (not me, honest). And … oh dear. It broke.

Well, customers will forgive you many mistakes in the 4Ps, but not P for Product. If it doesn’t work, they won’t buy it!