A classic model for structuring persuasive copy: first get attention, then build interest, then create desire, then ask for action. It is credited to the American advertising writer E. St. Elmo Lewis around the start of the twentieth century.
Example
Meera's 30-second Reel follows AIDA: a striking before-and-after drape (attention), how the fabric breathes in Pune heat (interest), a customer saying she wore it all day (desire), and 'Message us your size' (action).
How you'll hear it
“Run the script through AIDA; it jumps from attention straight to the price.”
Don't confuse it with
- PAS: PAS starts from a problem; AIDA starts from attention and builds towards desire.
- Marketing funnel: AIDA is a copy structure for one message; a funnel describes a buyer's journey over time.
Related terms
Sources
- The origin of AIDA: who invented and formulated the AIDA model?, Proceedings of the Conference on Historical Analysis and Research in Marketing (CHARM)
- What is the AIDA marketing model?, TechTarget