AIDA Formula
Last updated: March 2025
Definition
Attention, Interest, Desire, Action. A sequencing framework for persuasive copy. You grab attention with a hook, build interest with relevance, create desire with proof and benefits, then close with a clear CTA. Works for landing pages, emails, ads, and sales letters because it mirrors how people actually decide.
Why It Matters
Random copy structure loses people halfway through. AIDA gives you a reliable skeleton that moves readers from 'what is this' to 'I want this' without losing momentum. It also makes weak sections easier to diagnose because each step has a specific job.
How to Improve
- Write the Desire section first. If you can't articulate why someone should care, the rest won't matter.
- Your Attention hook should match the channel. Email subject lines need curiosity. Ad headlines need specificity.
- Don't rush to Action. If Desire isn't built, the CTA feels pushy and conversion drops.
- Test different hooks while keeping the rest identical. Attention is where most copy fails.