How to use AIDCA to write more persuasive copy

Back in the 1950s, a little acronym called AIDA was introduced to the world of marketing. And this little acronym was used to write powerful copy for marketing and to design ads. AIDA stands for Attention, Interest, Desire, and Action - and this age-old formula is still very much in use today.

What does AIDA mean?

In simple terms, before someone buys from you, they first need to notice you.

You need to:

• capture their Attention
• generate Interest
• create Desire
• encourage Action

However, the world has moved on since the 1950s.

Today, people are often overwhelmed with choice and naturally more sceptical of marketing messages. Because of this, I believe it's helpful to add another step: Conviction.

That gives us AIDCA – Attention, Interest, Desire, Conviction and Action.

Let's look at each stage.

Attention

This is key in any copy because if you're not grabbing someone's attention, you'll never have the opportunity to share your message.

Attention usually comes through your headline.

Examples include:

• your email subject line
• your landing page headline
• the title of your webinar
• your workshop
• your course

If your audience isn't drawn to your headline, you've probably lost them before they've started reading.

Interest

Now that you've got their attention, you need to get them interested.

One of the truths of marketing is this:

People are rarely interested in your product or service.

They're interested in what it will do for them.

This is the solution to their problem.

Notice the difference between what you do and what your customer gains.

Desire

There's a big difference between someone being interested in something and genuinely wanting it.

One of the best ways to create desire is to help people picture themselves enjoying the outcome.

Show them the possibilities.

Help them imagine how life or work could be different if their problem was solved.

Conviction

Overcoming a potential customer's reluctance to buy is one of the biggest challenges in marketing.

Sometimes this comes down to caution.

Sometimes it's because they aren't yet convinced your product or service can deliver what it promises.

This is where you build trust.

Testimonials, educational content, case studies, third-party endorsements and guarantees can all help people feel more confident in making a decision.

Action

The final, and very important, part of any piece of copy is the call to action (CTA).

Your CTA should be:

• short
• simple
• direct
• clear

Avoid ambiguity, unnecessary wording or vague instructions.

Tell people exactly what you'd like them to do next.

Bringing it all together

The AIDCA framework remains a useful way to structure persuasive copy.

By capturing attention, building interest, creating desire, strengthening conviction and making it easy for people to take action, you'll give your marketing the best possible chance of connecting with your audience.

Happy writing!