Copywriting is writing intending to sell something to someone. AIDA stands for Awareness, Interest, Desire, and Action. It’s designed specifically to convert the recipient into wanting or buying whatever it is you’re advertising.

The AIDA model is a scheme that consists of 4 elements. Each of them presents specific assumptions that a good text must meet. It is one of the most important and influential marketing tools that facilitate the creation and evaluation of the created material.

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Assumptions of the AIDA formula

The way the Aida Model works is actually effortless. The main idea is to attract the recipient’s attention (ATTENTION) and then to present the offer to him in such a way as to arouse his interest (INTEREST).

Once this is achieved, we want to make the recipient take advantage of our offer (DESIRE). In the AIDA model, it is important to make the recipient perform the desired action as soon as possible (ACTION). Most often we want them to make a purchase or leave their contact information.

What is AIDA stand for?

  1. Attract – to attract attention;
  2. Interest
  3. Desire – to arouse desire;
  4. Action – to persuade to action.

In theory, the system looks quite clear. After all, four elements are enough to create a text that convinces the reader to take the expected action. But, as it usually happens, the theory is its own, the practice is it’s own.

You deal with the AIDA formula every day, watching commercials on television or listening to them on the radio. It has been used in copywriting and advertising for many years – probably not because it fails and does not work.

If you want the AIDA model to help with copywriting, always remember to target your text directly towards interested readers. Precisely define the targeted audience and follow communication principles as they are described in the post on how to address an audience.

Before you start writing, put yourself in the shoes of your recipient and understand their needs and expectations. Only with this knowledge can you provide your content to them via your offer.

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Attract attention

Give a strong impulse, a sudden stimulus, an interesting incentive to get the recipient to read, watch or listen. This is what it takes to get someone’s attention in a world where thousands of advertising messages and other information reach each of us every day. That’s why the first step in the AIDA formula involves being extra vigilant.

How to attract attention? In copywriting practice, a clear and striking headline is most often used for this purpose. See how to create a headline here. Questions addressed directly to the recipient are also effective in attracting attention, e.g., Do you want to pay less for your apartment?

The only skillful attraction of attention makes the recipient proceed to the next step and delve into the content of the message. Maintaining his or her concentration should now shift to interest. Following the AIDA formula, your job as a copywriter is to turn a sudden impulse into an interest in what you have to offer.

Create interest

Keeping the reader reading requires arousing his interest. How do you get him interested? I will answer that one of the best methods is storytelling. Telling an original story that relates to the reader’s personal experiences is a great idea.

For example, if you are creating a script for a commercial for a company that sells loans, which is aimed at customers looking for quick cash for some sudden expense, tell a short story about a father with financial problems who is looking for a way out of a difficult situation. Depict his tiredness, sadness, and he hopes his family has for him. Try to move the recipient and stimulate his emotions by skillfully showing a specific problem from his life.

Of course, you can’t always afford such an elaborate narrative. Shorter forms require simpler solutions, which may include confronting the reader directly with the problem. For example, imagine that you are preparing a promotional offer for hair growth shampoo. How do you make the recipient curious? Although it’s not very original, questions like Are you fed up with your baldness?

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 product, service or content you are trying to encourage.

Using the example of hair growth shampoo, in order to keep the reader’s attention, make him aware that thanks to the modern shampoo, his head will grow a real afro. On the other hand, in the case of an advertisement for a loan company, formulate a message in which the financial problems of a distressed father are solved in a few moments by a cheap instant loan.

The problem has been shown; the solution presented – now it’s time to arouse the recipient’s desire.

Create a desire

If the reader is aware of their troubling problem, they will be confident in agreeing to take advantage of your offer. This way, you can guarantee that both parties are satisfied with this proposed solution.

Various techniques are used to arouse desire. There are many possibilities, ranging from listing the benefits of the advertised offer, through the presentation of reviews and testimonials of satisfied customers, to telling a story in which the main character achieves his goal and overcomes adversity thanks to the promoted product or service. To arouse desire, in one way or another, show the real benefits the reader gets.

Try to arouse emotions and move the reader’s feelings so that the message reaches them. Do not mention dry facts and technical data, which have no persuasive power. Instead, turn them into benefits and advantages of your product or service and then relate them to the reader’s everyday life and show how they help them in practice.

Call to action

The last step is to persuade the recipient to perform an action through which they will use the product or service. This element of the AIDA model often takes the form of a classic call to action, i.e., a direct request to take a specific action, e.g., to buy a product, download a file, or send an inquiry.

Use short sentences to express the desired action. Include an overview of what your text will offer and why it’s good for people to engage.


The AIDA model is a proven tool in copywriting that reduces the risk of not achieving the desired response from the recipient thanks to its structure and function. It helps us create a clear conversion funnel where we consider all possible situations and reactions our recipients can have. It is a proven way to achieve conversion, which you can use to create messages to ask for a response from your recipients.

Don’t forget to check our article on how to write SEO-friendly content!


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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