The AIDA Formula for Copywriting

A.I.D.A. stands for Attention, Interest, Desire, and Action. Attention is the beginning of the copy, a headline that grabs the readers, makes them put everything aside and focus on the copy. Something in the headline tells them that this is what they’ve been looking for and now they need to read further to find out more. Additionally, there is a unique hook which sets this product or service apart from any other product or service. It promises to be special!

The next step, Interest, gives more information to the readers and rewards them for having read further by giving out more details about the product or service. This is sinking or setting the hook in so you can pull in harder with less chance of losing the readers.

It is important here to provide features and benefits and to differentiate between the two. A feature might be something about a refrigerator, for instance. It is 27 cubic feet total but the benefit of this is that the inner compartments are larger and can store much more food than ever before.

The third step, Desire, is where you lay the ground for introducing emotional elements of the copy, words that cause your readers to become involved with the product or service. There are feelings of need, want, desire, desperation, a sense of lack, that unless the readers purchase now, they cannot get rid of those irritating feelings. It is always important to remember here that you are writing for the readers’ emotions, not yours. Keep it focused on them.

The final step is the Action that needs to be taken—the purchase of the product or service. You must ALWAYS ask for the sale here. Show how easy it is to make the purchase and give a number of options on how to make the payment. Make it as easy as possible for your readers to make the final step. If this part is difficult, you could easily lose over half of your potential sales.

Here is a sample of how this works in the real world.

• Attention: Recently fired from a job and need a new resume? We can help!!
• Interest: If you already have one, we can look at it and give advice for a reduced fee, saving many dollars that you need for food right now. Or we will build you a new one fast! (Benefit)
• Desire: (Benefit) Save even more on your fee if you refer a new paying customer to us in the next 24 hours.
• Action: Fill out the form, send any attachments, and we will get back with you promptly.

Use this outline formula and you will succeed in laying out a successful sales letter in the first round of
proofing.