AIDA is a highly effective copywriting formula that focuses on the specific consumer, resulting in a more personal and individual approach to raise conversions. It’s used in commercials, email marketing, website ads, etc. AIDA model is considered as a guideline in copywriting to maximize interaction with the customer.

What does AIDA stand for?

Now let’s define the AIDA meaning. Its initials stand for Attention, Interest, Desire, Action.


This is your first and only shot. Identify what will garner the most attention and be noticed for maximum user interaction.

If you can’t grab attention from the get-go, you certainly won’t achieve the end goal of turning your prospect into a consumer. Your email will be ignored, and there will be no next step, so you need to identify what can fix it. For example, in email marketing, you can attract attention with the help of the subject line

Test what strategy will best contribute to brand awareness and execute from there. Examples of attention grabbers:

  • Personalization variables, such as prospect’s name, company, or geographical location
  • Words of urgency like now, important, or brand new 
  • An offer of a free product or service
  • Quick questions that pique curiosity
  • Dynamic use of color and design


Once you have your prospects’ attention, you need to keep their interest. Make it about them, not you. Appeal to your potential clients personally, focusing on their needs, wants, and pain points. Using media, such as images and videos, can help capture and maintain interest.

Enticing interest is key to the next step’s success. How you capture it is broad, so be creative and don’t be afraid to be bold. Consider wording carefully; say what you need to say to make an impression, such as:

  • Less interesting: “Our tool raises conversions 4x” vs. more attractive: “Do you want to increase your conversions 4x without 4x more effort?”
  • Less interesting: “Our product can save you time” vs. more attractive: “Save time and do more with our easy-to-use product!”


You have to make the prospect want or even need your offer. Creating an emotional connection to your product is important in making this step work. Personalization will help grow this connection.

Ways to create desire:

  • “One time only” or “last chance” offers
  • Discounts or sales
  • Presenting your product as a solution to a specific problem
  • Creating scarcity with countdown timers 


Lastly, the AIDA model calls to action. The final goal is to have the prospect become a consumer by immediately downloading material, joining a mailing list, buying your product, or any other active participation with your brand. 

If you have used the previous steps to prove your product can fulfill the prospect’s desires, this will lead them to engagement effectively. Some easy ways to encourage action:

  • Call-to-action button
  • Newsletter sign-up form
  • Offers of downloads
  • Link to your website

Why AIDA works

AIDA model has been found to be highly effective since its inception in the late 19th century, as it serves to the emotions of prospects. 

Though business decisions are often seen as purely logical, that’s far from the truth. Business is conducted by individuals, and people are swayed by emotional appeals. Understanding the cognitive steps AIDA model presents can optimize your marketing endeavors.

Doing your homework and perfecting the buyer personas you aim towards greatly increases your chance of catching attention, provoking interest and desire, and successfully pushing towards the action.

Who uses AIDA marketing

AIDA marketing has been used famously by companies such as Nike, Coca-Cola, and Apple. They have perfected the art of defining their consumer base and aiming directly at their intended audience. These companies have strong, attention-grabbing commercial advertisements in all forms of media (print, tv, social, etc.) that create a desire for their product. And their AIDA strategy has proven to work on a global scale. 

Even small businesses can learn valuable lessons from the study of these AIDA-using giants. Think about it, does anyone really need Coke? No, but Coca-Cola has made billions of dollars by making us believe we need and want Coke. In fact, people are so passionate about the brand that they get into arguments over Coke vs. Pepsi.

Wrapping it up

Presenting your product as something your prospects need, even if they don’t know they need it yet, is the last kick into the goal of them taking action, which leads to your success. Good, savvy use of AIDA marketing can get your brand there.

In the end, the AIDA model is all about convincing your prospects to become consumers of your products. It’s a tried and true copywriting formula. Take advantage of this method if you want meaningful results from your campaigns.

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