There are a ton of copywriting formulas out there.
But there’s one that’s been around forever. And it always seems to work.
It’s called AIDA.
No, not the opera. This is way more fun.
It’s the OG copywriting formula that stands for:
- Attention
- Interest
- Desire
- Action
It’s like the cheat code for getting people to read your emails and actually do something about it.
Let’s see how it works.
1. A is for Attention
First things first: You’ve got to get their attention.
If your subject line doesn’t pop, they’ll scroll right past you. Simple as that.
In email copywriting, your subject line is everything. It’s like a first impression.
Let’s be real. If you saw a subject line that said, “Get Fit Fast,” you’d delete it, right? But if you got one that said, “The 7-Minute Workout That Burns Fat Fast—No Equipment Needed,” you’d probably click it.
Boom. Attention grabbed.
2. I is for Interest
Alright, they’ve opened the email. Congrats. But don’t get cocky yet.
Now you’ve gotta keep them interested.
This is where most people mess up. They get a great subject line, but then the first line of the email? Boring. Yawn. Gone.
Your email needs to talk to their problems. Speak to what’s driving them nuts. Make them feel like you’re inside their head.
Example:
“Tried every time-management trick in the book but still feel like there aren’t enough hours in the day? We’ve got you.”
Now they’re thinking, “Wow, that’s me.” And you’ve got their attention for the next few lines.
3. D is for Desire
Here’s where it gets juicy. Now that they’re paying attention, you’ve got to make them want what you’re offering.
In email copywriting, desire is all about emotions. Forget the boring features—make them imagine what life will be like when they have your product.
Let’s say you’re selling a time-management course. Don’t say, “It helps you manage your day better.” Snooze.
Say:
“Imagine waking up, knowing exactly what to do and when to do it. No more rushing, no more stress. Just time to focus on what matters.”
Now they’re picturing how much easier their life would be. You’ve moved from interest to desire.
4. A is for Action
Last but not least: action.
You’ve got them hooked. But if you don’t tell them what to do next, they’ll just… leave.
You need a killer CTA (call-to-action). Keep it simple. Tell them exactly what to do.
Like:
“Click here to start your free trial now.” Or, “Grab your spot before it’s gone.”
Don’t overthink it. Just give them one thing to do and make it easy.
AIDA in Action: The Email Example
Let’s say you’re writing an email for a workout program. Here’s how you’d use AIDA:
- Attention: Subject line: “The 7-Minute Workout That’s Changing Lives”
- Interest: “You’re busy. We get it. That’s why we created a workout that’s fast, effective, and requires zero equipment. Perfect for when you’ve got no time.”
- Desire: “Imagine looking in the mirror and seeing real results—without spending hours at the gym. Just 7 minutes a day can transform your body.”
- Action: “Click here to start your free trial today. No strings attached.”
Final Thoughts
AIDA works because it’s dead simple.
You grab attention. You keep them hooked by being relatable. You build desire by showing them how great their life will be. And then you tell them exactly what to do.
Next time you’re writing an email, give AIDA a shot.
Trust me, it’s a game changer.
My email can beat up your email,
Daniel Matievich