AIDA Copywriting Formula

Attention Interest Desire Action

A classic copywriting formula attributed to Elias St. Elmo Lewis, American advertiser, and developed around 1898. It is commonly used in marketing, sales, and public relationships.

Attention. Grab the reader’s attention with your headline (subject line, in case you are writing an email) or with your layout. Preferably with both.

Interest. Keep the reader engaged. Give them a reason to keep reading.

Desire. Help your reader understand how your product is going to make their lives better.

Action. Prompt them to act right now. Make it easy for them to take action.

Variations of this formula are:

AIDCA (Attention Interest Desire Conviction Action)

IDCA (Interest Desire Conviction Action), among others.