The AIDA Copywriting Formula

AIDA might be over a century old, but it’s still the MVP of marketing formulas. It shows exactly how to guide a person from “huh, what’s this?” to “take my money.”

Why This Classic Works

• Attention: You can’t sell to people who don’t notice you.
• Interest: Hook them with relevance or a curiosity gap.
• Desire: Turn product features into emotional benefits.
• Action: Make the next step obvious and easy.

Real-World Examples

• Dollar Shave Club’s viral video: grabs attention with humor, builds desire through savings.
• Apple ads: clean visuals draw attention, sleek design fuels desire, “Buy now” button nails action.
• Political fundraising emails: dramatic subject (attention), urgent copy (desire), clear “Donate” button (action).