AIDA copywriting formula that works
Mark Kilpatrick

Mark Kilpatrick

The AIDA Copywriting Formula: Persuade Readers To Do What You Want

What is AIDA copywriting?

The AIDA Copywriting Formula is one of the most popular formulas in advertising and marketing. And it’s easy to see why.

It’s a simple but effective way to structure your copy so that you’re able to direct readers through a logical progression of points that eventually leads them to take the desired action.

You’ll see it used across many different types of copy, from sales letters to blog posts

The AIDA Copywriting Formula focuses on Attention, Interest, Desire, and Action.

It is used to turn a reader into a customer. It was first introduced in the early 1900s by advertising pioneer E. St. Elmo Lewis and has since been used by copywriters to produce compelling copy that sells.

Why use AIDA in your copywriting?

AIDA helps ensure your marketing copy speaks directly to your target audience and compels them to act.

It’s easy to use and can be applied to everything from email subject lines and social media updates to full-page ads and website landing pages.

How do you use AIDA in copywriting?

The AIDA formula is broken down into four parts:

Attention: This is the headline or any other aspect of the ad that attracts attention and creates interest in your product or service.**

Interest: This is where your ad starts to get personal. You need to inform your readers about the benefits of your product or service and why they should buy from you.**

Desire: Here is where you show your audience how purchasing your product or service will improve their lives. The desire section advocates for the feature’s benefits over its features.**

Action: This is the call-to-action portion of your ad; it tells the reader what they need to do next in order to purchase your product or service (e.g., “Buy now”).

Example of AIDA in copywriting:

Attention: Grab the attention of the reader or listener. Get them interested in what you have to say. For example, “You’re about to learn a little secret about copywriting…”

Interest: Develop interest by explaining how it will benefit them, and talk about the features. For example, “This technique has been used for more than 100 years by some of the most successful companies in the world.”

Desire: Convince the reader that they want and desire the product or service and that it will satisfy their needs. For example, “Imagine being able to sell any product simply by writing a few sentences or using just a few words.”

Action: Lead your readers to take action. Tell them exactly what you want them to do next — order now, click here, etc. For example, “For a very limited time, we are offering this program at half price…”

Another AIDA copywriting formula example:

Let’s say we are advertising a free webinar to get people signed up for. Here is what it could look like following the AIDA copywriting formula.

Attention: “Follow this simple 10-step process to attract new members and make money!”

Interest: “In a survey of our past customers, we found that 93% of them were able to attract new members.”

Desire: “Other products only offer copywriting tutorials or generic online courses, while we offer both of those plus access to real-time coaching.”

Action: “Take action today! Click the link below to sign up for our FREE webinar.”

Start using the AIDA copywriting formula today!

AIDA is a copywriting formula that can help you create captivating headlines and body copy that grab attention and persuade readers to complete your desired actions. Try AIDA in your next headline or entire ad, and you’ll be surprised at how well it works!

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