Understanding the AIDA Concept

In traditional advertising, there are tried and true formulas that you can use to ensure effectiveness. One of these is called the AIDA concept or formula. AIDA stands for Attention, Interest, Desire and Action.

Use the AIDA concept in all your copy - both online and offline Click To Tweet

Nowadays, it is no longer just relevant to advertising but in all the copy you write, so it can be applied to:

  • Print and Online Brochures/EBooks
  • Newsletters
  • Email marketing.

Using this formula in all of your copy is a way to check whether or not it will be effective before you even test it.

Grab Their Attention

You can catch your audience’s attention with a headline, an image, a special font, or the way you use words. As you know, the best way to ensure that people read your copy is to do something that makes them stop and take notice. If you are interested in reading more about headlines, take a look at one of my older blogs – How to Create Killer Headlines.


The words on the page then need to keep your audience’s interest. The best way to do that is to explain the benefits of your product or service using words that differentiate yourself from the competition. Also, talk about your product/service in their language and not just a stream of technical jargon …. unless that’s how they do speak!


Using the right words, you want to create a longing or desire within your audience to follow your call to action. You do this by showing them how your product/service will solve their problems and fulfil their desires.


You’ve now grabbed your audience’s attention and kept their interest by finding the words that create the desire for your product or service. Finally, you want to induce your audience to answer your calls to action. Ideally, at a higher rate than without applying AIDA.


How to Apply AIDAHow to Apply AIDA

To use AIDA in your copy you need to:

  • Craft bold headlines
  • Use the active voice
  • Make sure you leave white space
  • Add images or video.

Your audience will rapidly move through all four stages when they engage with your copy at each stage.

If you can clearly identify the stages as you create the copy, whether it is a sales page or a pay-per-click advertisement, then it’s likely you’ve accomplished AIDA.


Use AIDA as a Selection Process

Use AIDA as a selection processYou have to remember that you don’t want just anyone to click on your headline; you want someone who will read your copy and buy what you’re selling. Don’t use tricky or misleading headlines or images to attract readers if you want to make AIDA work. Be up front at all times and as clear as possible about what’s “inside” your headlines for the reader. Use images that are relevant to the copy, and you’ll attract better leads. Your copy is not just an attraction method; you also want it to be a selection process.

Use AIDA as a selection process to attract the customers you want! Click To Tweet

Whatever you write copy for, digital media, website or print media, using the AIDA formula will help you create winning copy. Show your audience what your product or service can do for them and why they need to buy it using this method. You will get results from AIDA when you put it into effect.

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