I first heard about the AIDA framework 25 years ago, when I got my very first copywriting client.
A friend’s father ran a graphic design studio — a talented artist and designer — and he told me about it when I was struggling to structure an advert.
I thought it was great, but didn’t fully realise then how powerful it was. However, as the years went by, I kept coming back to it.
Because when it comes to writing copy that drives action, the oldies really are the goodies.
Why AIDA Is Still the Most Underrated Framework
These days, we’re drowning in shiny new frameworks with clever names. I’ve created a few myself, because frameworks are fantastic for writing faster and better.
But AIDA? It’s timeless.
It works for headlines, ads, articles, sales pages, and emails. And if you use it properly, it’ll guide your reader step by step.
From stopping to look, to leaning in with interest, to feeling genuine desire, and finally to taking action.
Let’s break it down.
1. Attention
Your first job is to stop your reader in their tracks. A powerful headline, an arresting hook in the first line — something that makes them say: “Hang on… this is for me.”
Example: “Still struggling to write copy that actually sells?”
This headline immediately calls out the pain point, making the right reader stop and pay attention.
2. Interest
Once you’ve grabbed attention, build interest by showing you understand their world — their problems, frustrations, or goals.
Example: “You’ve tried templates. You’ve read all the tips. Yet your words still fall flat — and every missed sale feels like a personal failure.”
Here, you’re empathising. You’re saying, “I get you.” And that keeps them reading.
3. Desire
Now you turn the dial. You paint the picture of what life looks like after their problem is solved. Show them the transformation.
Example: “Imagine hitting publish on a sales page that feels effortless — and seeing orders roll in while you sleep. That’s what great copy can do for you.”
This is where your offer starts to feel irresistible.
4. Action
Finally, you ask them to take the next step. Make it clear and easy, so it feels like the natural conclusion.
Example: “Ready to finally master copywriting that converts? Start with my free Weekday Writer newsletter — where I teach the exact systems I’ve used for 25 years.”
Why This Works Every Time
AIDA isn’t fancy. But it’s a proven psychological sequence that leads your reader by the hand — from curiosity to commitment.
And in a world obsessed with new, complicated tactics — sometimes the simplest tools really are the best.
👻 Writing Wraith Ghostwriting
Need content that sounds like you & grows your business (without writing it yourself)? Want to work with a 25+ year veteran copywriter?