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  • Writer's pictureSarah Turnbull

What is the AIDA model in copywriting?


Sarah writing on a notepad with laptop in front of her

The AIDA copywriting model is one of the most well-known and widely used models in copywriting. It was developed by advertising copywriter, John Caples, and stands for Attention, Interest, Desire, and Action. The aim of using this model is to get the reader's attention, hold their interest, create a desire for what you're selling, and then get them to take action.


Attention: The first step for AIDA in copywriting is to get the reader's attention. This can be done in a number of ways, such as using a catchy headline or beginning with a strong statement.


Leading with the benefit to the target audience is an effective way of doing this. After all, it’s what the audience is looking for and immediately addresses the question ‘what’s in it for me?’



Interest: Once you have the target audience's attention, you need to hold it by providing interesting information. This can be done by providing facts, statistics, or stories that are relevant to the topic.


Focusing on the target audience is a primary consideration here. Talk about ‘you’ or ‘your’ not ‘me,’ ‘us’ or ‘our.’ Let your target audience know that THEY are the most important person in the equation. Believe me, it resonates more and starts to build a bond!



Desire: The next step is to create a desire for what you're selling. You can do this by digging more into the benefits of your product or service and explaining how it can solve the target audiences's problem or improve their life.


When selling a pair of jeans, don’t focus too much time on the features – the fly detail, the stitching etc – talk about how the jeans are going to make the reader feel – slimmer, more confident, stylish – these are the things that will resonate and lead them to take action and make the purchase!



Action: The final step is to get the reader to take action. This can be done by asking them to visit your website, call you, or purchase your product or service. This is the ‘call to action.’ Tell the audience what you want them to do next and give them a simple and clear way in which to do it. A ‘button’ surrounded by clear ‘white space’ on a website is a great way to do this.


The call to action should start with a verb – a word to describe an action – ‘buy now,’ ‘learn more,’ ‘contact us.’



The AIDA copywriting model is a proven way to write persuasive copy that will get results. This is one of the models I use to write effective copy to create an effective sales pitch that makes the audience want what you're selling!


For more information on how I can help you convert more browsers into buyers, drop me a line, I’d be happy to arrange a free, no-obligation call to chat about how I can support your business with copy to bring in more business and boost your profits!



 


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