What is AIDA?

You might be familiar with an old copywriting tool called AIDA. Essentially, it is the structure compelling and converting sales copy will take. The AIDA principle is a time tested and well followed sales copy strategy. It is known as the motivating sequence, they way you hook a reader and compel them to make a purchase.

There are many other well known formulas, ACCA: Awareness, Comprehension, Conviction, and Action. The Four Ps is another: Picture, Promise, Prove, and Push. Since AIDA is the most commonly used and easiest to remember we’ll focus on it.

AIDA:

A Attention - Capture your audience’s attention.
I Interest - Get, and hold, your reader’s interest.
D Desire - Build desire for your product or service
A Action - Inspire Action. Get them to buy!

Let’s briefly take a look at each section.

Attention. This first step in the sequence is generally accomplished by your headline or a compelling graphic. An easy technique here is to ask your reader an interesting question or give them a compelling statement. For example, “How to pay absolutely no taxes this year. Legally.”

Interest. Okay, you have their attention. Now what? Now you hook your reader by offering them a solution to their problems. Make a promise and then go about explaining how you’re going to follow through on that promise. This can be accomplished in two paragraphs.

The first paragraph gives the promise. The second tells how you’ll follow through. The key to a good promise, and holding your prospect’s interest is to make your copy about them. How are you going to help them?

Desire. Here is where you provide your prospect reasons for buying your product or using your service. Write to express what they’ll receive. Tell them about the features, facts, and above all else the benefits of purchasing your product or service. Use strong action verbs and emotional copy to compel them to buy.

Action. This is generally considered the easiest part of any sale copy. This is where you tell your reader specifically what you’re selling, what it costs and what action they need to take to purchase. It is the BUY NOW part of your copy.

Many sales letters and sales pages go on to include a PS or a testimonial to encourage the reader to act, however this isn’t always necessary. If your copy is strong enough, your prospect won’t be able to resist clicking on the “Buy Now” button and making a purchase.

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