AIDA Copywriting Formula: How, Where, and When To Use It To Write High-Converting Copy
AIDA is the best copywriting formula because it takes your audience from start to finish in a systematic order. It is excellent for long-form copies like newsletters, landing pages, mail orders, etc.
What do Coca-Cola, Apple, Netflix, and Nike’s copy strategies have in common? They all use the AIDA formula.
AIDA stands for Attention, Interest, Desire, Action.
If you are a beginner copywriter, this is the best formula to start with. It tells you exactly what you need to do and in what order. It is an effective way to craft copy that leads your audience down the sales funnel and turns them into customers.
If you follow this simple formula, your chances of writing high-converting copy go up dramatically.
It is always better to be prepared. So before you start writing copies based on AIDA, ask yourself these questions:
- Who is the target audience?
- What do I want them to know about the product/service?
- What benefit or profit are they getting?
- Where can they get more information about the brand?
- What action do I want the audience to take?
Here are some tips on using the AIDA formula to create marketing copy.
The Attention Part
This stage of the formula is all about capturing the audience’s attention and creating brand awareness.
Start with an attention-grabbing headline or opening statement. Tease the audience with a bold statement about how you can help them. Get personal in your statements.
E.g., Are you skipping breakfast every day because you’re getting late for work? Make a healthy breakfast in 30 seconds!
The Interest Part
Look for a problem your target audience is facing and position yourself as a solution. This way, they’ll continue to read to learn more about what you have to offer and how it can help them.
E.g., Yes, making your breakfast usually takes only 10 minutes. But when you have to prepare for your presentation, get kids ready for school, attend the early morning meeting, AND reach the office in time, you don’t have those 10 minutes!
Here are some tips on discovering what’s important to your prospects. And how to present your product as the most logical solution.
The Desire Part
The Desire part is where you show the audience how bad their life will be without your product or service. List everything they’ll miss. Show them how life would be much better if they bought your product or service. You can even show them evidence by listing off your current customers. Add suitable social proofs to build trust.
E.g., This breakfast is designed specifically for busy, working mothers. Our customers claim they feel energetic and calm throughout the day. Read on to see what our customers have to say. <product reviews>
The Action Part
The last part is to persuade your audience to take action. Include a clear Call To Action text. The audience will convert if they see something valuable and accessible.
If you want more people to convert, you can create a sense of urgency or include special discount packages like:
- Offering a deal, discount, or bonus to the first 50 signups
- Creating urgency with an offer that expires in X amount of time
E.g., The first 50 buyers will receive a free one-month subscription. Buy Now.
Several brands, advertisers, and marketing companies have been using the AIDA formula for decades! Follow their footsteps and write copies that generate huge conversion rates.
For examples of how some famous brands used the AIDA formula to promote their products, refer to this blog by Smartwriter: How To Use AIDA Marketing Like Apple Or Nike And Convert Strangers To Customers.
