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AIDA Formula in Copywriting – What Is It, and How To Use It?

AIDA formula is a common model used in digital marketing and advertising.

The model describes what needs to happen in every stage of the marketing funnel – from when a person enters the awareness stage to when they ultimately make a decision.

So what is the AIDA formula and why you should apply it to your sales copy? Keep on reading to find out!

What is an AIDA formula?

AIDA is the concept that shows how advertising and marketing communications are able to capture the attention of prospects.

AIDA marketing formula is based on how consumers may pick between brands in order to make a purchase decision.

AIDA stands for:

  • Attention – paying attention to the product
  • Interest – getting to know the product better
  • Desire – the desire to have the product
  • Action – purchasing the product

Each of the AIDA model stages describes what a potential customer should feel and do when exposed to a product or service.

This model can be also helpful in copywriting and creating a compelling sales letter, email subject lines, or blog post.

Learn more about the Difference Between B2B and B2C Copywriting.

Why should use the AIDA copywriting formula?

AIDA is used commonly in many domains of marketing and advertising, both digital and analog.

Whether you’re an aspiring freelance copywriting or working for a big company, AIDA is applicable to any marketing strategy.

In copywriting, it can be especially helpful as it organizes your workflow. You’ll know exactly what message you should create at each stage.

Moreover, with AIDA even if you use short sentences you can create a more impactful message.

You can just put your thoughts down on paper and just check out if you included the points of AIDA.

In conclusion, AIDA can make your marketing message shorter AND more convincing at the same time.

Keep on reading if you want to know how to apply AIDA in copywriting!

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How to use AIDA in copywriting?

Attention

The first step in marketing or advertising is to consider how to attract the attention of consumers.

At this stage, it’s important to do research on your prospective clients and define your client’s profile. Based on that you need to create brand awareness.

In the copywriting formula, to achieve attention you want to use a compelling headline.

A headline needs to be:

  • attention-grabbing
  • creative
  • clear
  • concise

You can also use questions addressed directly to the reader. This is also are an effective way to attract attention, you can ask for example: Do you want to pay less for your apartment?

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Interest

When you caught the reader’s attention, you need to keep the interest.

Once the consumer is aware that the product exists, the business must work on increasing the potential customer’s interest level.

You can do that by providing more detail in an opening paragraph. Talk about the product or service, such as its features and benefits.

In copywriting, you can also use testimonials from happy customers to increase the interest in your product.

The reader, faced with a nagging problem, expects a solution. At this point, the AIDA schema dictates that you present it in the form of your offer.

The problem has been shown -the solution presented.

Desire

After you’ve made the product interesting, it’s important to make it desirable.

You need to address problems your prospects may struggle with and how they feel about them.

The pain point of your marketing message should stress how the problem affects lives. You want to evoke emotions in prospective clients and act on their imagination.

Then, you should present the solution to the problem, which is your product! Show how providing the solution can change your prospects’ lives.


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You can do this by adding images of the product, describing how it will make the customer’s life better, and stressing the importance and urgency of buying the product.

To create desire, you need to address people’s deepest emotions. After presenting the problem show what emotions the solution will evoke.

Positive associations with your product are the most important in making your products desirable.

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Action

When the prospects desire your product, you have to make it easy to access it.

This is the ultimate goal of your marketing message. It is to drive the receiver of the marketing campaign to initiate action and purchase the product.

In copywriting, you can do this by adding a call to action. This is a critical component of any copy.

This could be as simple as asking the customer to call you for more information or visit your website to make a purchase.

You can also lure your customers using phrases like: “Get it now”, “Special offer here”, “Sign up now!”, “Get your free trial here!”

The call to action should be, as the name suggests, actionable.

It should make your prospect itch to click on your ad. You just need to give them a nudge in the right direction.

Check out Importance of Effective Copywriting!

Conclusion

Each stage of the AIDA model describes what a customer needs to feel and do when exposed to a product.

AIDA model is a great way to help you in effective copywriting. Here’s what you can do to apply AIDA when you create content:

To achieve attention, you want to use a catchy headline.

To keep the interest, you can provide more information in the first paragraph about the product or service, using testimonials from happy customers.

To evoke desire, you can add images of it and describe how it will make the customer’s life better.

The most important part is to get the customer to take action. You do that if you add a call to action at the end of your letter.

You can use AIDA in many different aspects of life, not only marketing! It will make your writing more compelling and convincing.

If you’re interested in more information on writing copy check out our other articles on the topic of copywriting!


A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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