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Home » The “Finally making copywriting formulas useful” series: AIDA

The “Finally making copywriting formulas useful” series: AIDA

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I wrote in the past about using copywriting formulas and why they might not be that useful.

So as I’m in the middle of writing a ton of copy for clients, I thought it would be a good idea to distill how I go about applying these frameworks.

This week we’ll be looking at a few different formulas and I’ll share what makes each useful, when you should use it and what you have to know in order to use it appropriately.

Because the main problem with formulas is that people tell you to use them, but overlook the reasons why and the nuances around it.

They give you the fish, without teaching you how to fish – and catch the bastard.

So, let’s demystify copywriting formulas once and for all.

Today, we’re looking at the infamous AIDA, Attention, Interest, Desire and Action.

What it is:

The AIDA framework helps you create copy that grabs the reader’s attention, piques their interest, builds desire for the product or service, and encourages them to take action (e.g., make a purchase, sign up, etc.).

How and when to choose it as your go-to structure:

Choose AIDA when you want to create copy that takes the reader on a journey from grabbing their attention to getting them to take action. AIDA is versatile and can be used for various purposes, such as sales pages, email marketing, and social media ads.

You can even use it for something as simple as the above the fold section. Along your headline, subhead and CTA.

Next, when picking your formulas, it’s important to think of your audience’s stage of awareness too. Certain copywriting frameworks are better suited for different levels of audience awareness.

Fail to pick the correct one and you might miss a chance to hook your readers.

So what about AIDA?

What stages of awareness you should address with it

AIDA is great for Unaware and Most Aware prospects.

  • Unaware: At this stage, the reader is not aware of their problem or need. AIDA helps grab attention and shakes the reader up.
  • Most Aware: The reader knows your product, its benefits, and likely needs only a little push to convert. AIDA is useful in this stage, as it focuses on grabbing attention and showcasing the unique selling points of your product or service.

And lastly, the secret sauce… how do you use the framework to address different decision maker types?

How to deal with different decision makers

  • Emotional fast-paced: AIDA works well with this type of decision-maker as it captures their attention quickly, ignites their interest, and triggers an emotional response that leads to action. Use attention-grabbing headlines, visuals, and short, punchy copy to make them act swiftly.
  • Emotional slow-paced: AIDA can be effective for this group by focusing on the Interest and Desire stages, using emotionally-charged storytelling, testimonials, and trust-building elements to connect with their values and emotions.
  • Logical slow-paced: AIDA can be tailored to this group by emphasizing the Interest stage, providing detailed information and comparisons, and building a logical argument that leads them to take action.
  • Logical fast-paced: AIDA can be adapted for this audience by quickly grabbing their attention with clear benefits, using facts and numbers to support claims, and leading them to take action without overwhelming them with excessive information.

Once you figured out the type of audience you are writing to, THEN using these strategies you can really make a copywriting framework like AIDA practical and actionable.

As always it starts with understanding your market.

Need help?

Get in touch.

Stay tuned for tomorrow’s framework. It’s super powerful when your audience is tormented by and stuck on their problems…

Quote and reflection of the day:

“You can prepare as if you are already there so when the time comes and you do land that opportunity, you are ready to smash it. That’s what a self-leader does, no matter how busy their lives are. Not because they are obsessed with being the best, but because they are striving to become their best.”

  • David Goggins, Never Finished

Make your only goal to become a better version of yourself every day. Trust the process, do the work, and get feedback. Dare to be prepared.

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Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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