AIDA Copywriting method (Attention, Interest, Desire, Action) is a formula for Copywriting proven to create persuasive messages that convert. By definition, the AIDA method is a structured marketing technique that aims to guide the reader through various phases, from attention to action, based on fundamental copywriting principles. Used by more than 80% of marketers According to HubSpot (2025), it guides prospects through a sales funnel where the first step is to capture their attention and encourage them to take action.
Whether you are writing a sales page, an email, or an advertisement, this guide equips you to optimize your conversion strategies.
What is the AIDA method in copywriting?
The method AIDA Is a model of marketing persuasion created at the end of the 19th century by Elias St. Elmo Lewis, an American businessman. It structures messages to guide prospects through a customer journey, by dividing this journey into several parts corresponding to each stage of the process:
lookout : First part, capture the reader's interest from the first few seconds.
Interest : Second part, maintain your commitment by highlighting the benefits.
Desire : Third part, create an irresistible desire for your offer.
Action : Fourth part, encourage people to take action (purchase, registration, click).
AIDA is based on customer psychology to transform prospects into customers, whether for a sales page, an email marketing, or an advertisement on social networks: its effectiveness remains unequalled thanks to its adaptability to digital marketing and sales funnels.
The 4 steps of the AIDA model
1. lookout
Objective : Attract the attention of the prospect in less than 3 seconds is the main objective of this stage, crucial in a world where the average attention is 8 seconds (Microsoft, 2025). It's about standing out and generating immediate interest.
Best practices:
Use powerful titles or intriguing questions to capture the attention of the prospect.
Use powerful words: “Free,” “Exclusive,” “Urgent.”
Adapt to the channel (e.g. emoji for Instagram, catchy email subject).
example : Sales page: “Boost your sales by 200% in 30 days! ” (title in bold, bright color) to capture the attention of your prospects from the first seconds.
2. Interest
Objective : Keep the prospect engaged by showing How does your offer solve its problems, understanding the pain or the frustration he is experiencing
Best practices:
Present clear benefits rather than features.
Use stats Or storylines (storytelling).
Talk directly to persona with an empathetic tone.
Structure with subtitles and lists for easy reading.
example : Email: “Imagine saving 10 hours a week thanks to our automation tool, used by 5000 entrepreneurs.”
3. Desire
Objective : To arouse desire in the prospect by creating an irresistible desire and by amplifying the perceived value of the offer.
Best practices:
Add proofs And social proofs : testimonies, opinions, case studies to strengthen credibility.
Highlight the scarcity (ex.: limited offer) or theurgency.
Describe the end result (e.g., “Become an SEO expert in 6 weeks”).
Include exclusive bonuses to increase attractiveness.
example : Advertising: “Join 10,000 happy customers and get a free e-book! Offer valid for 48 hours.”
4. Action
Objective : Encourage immediate action with a Call to action (CTA) clear and explicit, in order to encourage the user to take action.
Best practices :
Use action verbs: “Buy”, “Register”, “Download” to encourage action.
Create a feeling ofurgency : “Now”, “Today only.”
Simplify the process (e.g., clickable button, short form).
Reassure yourself with guarantees: “Satisfied or refunded”.
Remember that the action is final stage of the AIDA process, so maximizing the effectiveness of your call to action is crucial.
example : Sales page: “Click here to start your 14 day free trial! ” (orange button).
AIDA vs other copywriting methods
AIDA is versatile, but other models like NOT and PASTOR offer complementary approaches. Here is a comparison chart:
Model
Structure
Strengths
Weaknesses
Ideal For
AIDA 🎯
Attention
Interest
Desire
Action
✅ Simple and universal
✅ Focus on emotion
✅ Clear structure
⚠️ Tends to overlook pain points
⚠️ May lack personalization
Sales pages
Newsletters
Ad copy
PAS 🔥
Problem
Agitation
Solution
✅ Direct and impactful
✅ Highlights pain points
✅ Captures attention quickly
⚠️ Less structured for action
⚠️ Can feel aggressive
Short emails
Social media posts
Headlines and hooks
PASTOR 📖
Problem
Amplification
Story
Transformation
Offer
Response
✅ Rich in storytelling
✅ Demonstrates credibility
✅ Persuades through emotion
⚠️ Complex and lengthy
⚠️ Time-consuming
Long sales pages
Webinars
Case studies
Analysis:
AIDA Shine by it simplicity and its adaptability to all formats (advertisements, emails, pages), which makes it a major asset for web writing that benefits from the use of these methods.
The choice between AIDA, PAS or PASTOR depends on the context, format and above all on the writer, who must select the method that best suits the content strategy and conversion goals.
NOT is effective for short messages that quickly capture attention.
PASTOR suitable for complex offers requiring a Storytelling thorough.
How do I use the AIDA method?
Applying the AIDA method requires a good understanding of the target audience, but also real experience in copywriting or marketing. Indeed, experience makes it possible to adapt each stage of the model to the specificities of the market and to optimize the impact of the message.
Let's take a concrete example: you want to promote a B2B lead management service. Thanks to the AIDA method, you capture attention with a powerful hook, generate interest by presenting the benefits, create desire by illustrating the added value of your service, and then encourage action with a clear call to contact.
Example 1: Sales page (online course)
lookout : Title: “Master SEO in 30 days or your money back! ” + captivating intro video.
Interest : “Learn the techniques the top 1% of marketers use to rank on Google.”
Desire : Testimonial: “Thanks to this course, I tripled my traffic in 2 months! ” + bonuses (SEO checklist).
Action : Button: “Join now for only €197! ”
Example 2: Email marketing (product launch)
lookout : Subject: “🚀 Discover the tool that will change your business! ”
Interest : “This tool automates your emails, saving 15 hours per week, as for 3000 customers.”
Desire : “Enjoy a 30% discount and free coaching, offered only 24 hours.”
Action : “Click here to try it free for 7 days.”
Example 3: Instagram advertising (e-commerce)
lookout : Visual of a product with text: “Is your beauty routine revolutionized? ”
Interest : “This serum reduces wrinkles in 2 weeks, according to 95% of users.”
Desire : Customer review: “My skin has never been so radiant! ” + promo code.
Action : “Shop now with -20%! ” (link in the bio).
Statistic : Emails with a clear CTA increase conversions of 28% (Mailchimp, 2025).
Examples that illustrate the effectiveness of AIDA
Case
Format
Attention
Interest
Desire
Action
Result
Case 1
Landing Page (SaaS)
👀 Automate your marketing in 5 minutes!
🤔 Save 20 hours/week, trusted by 5,000 SMEs
❤️ I doubled my leads in 1 month + 30-day guarantee
🎯 Try it free for 14 days 🚀
📊 12% conversion vs 5%
Case 2
Facebook Ad (B2C)
👀 Video: “Tired of losing your keys?”
🤔 GPS tracker locates in 3 seconds
❤️ “I found my bag in 5 minutes!” + 25% off
🎯 Buy now! 🛒
📊 ROI 4:1
Case 3
B2B Email (Consulting)
👀 Subject: “Is your site losing 50% of its visitors?”
🤔 SEO audit + 30% traffic for 200 clients
❤️ SME gained €10k/month after intervention
🎯 Book a free audit today 📅
📊 35% open rate, 18% clicks
Practical tips for structuring your messages
Know your persona : Define age, needs, and objections (e.g., “Too expensive? ”).
Test your titles : Use tools like CoSchedule Headline Analyzer to score your headlines.
Simplify the language : Avoid jargon, aim for a reading level of 6th grade (Hemingway App).
Use social proof : Include testimonies, reviews, or customer logos.
Optimize for SEO : Integrate keywords (e.g., “effective copywriting”) without over-optimizing.
Take care of the writing of your texts : Adapt your texts to each medium (emails, LinkedIn, website) and structure them to capture attention.
Analyze the results : Follow them conversion rate and adjust (Google Analytics, Hotjar).
To go further, consult our additional articles on prospecting, copywriting and optimizing your campaigns.
Conclusion
Today, the AIDA method remains a powerful weapon for copywriters, marketers, and entrepreneurs looking to boost their conversions. By capturing thelookout, arousing theInterest, awakening the Desire, and encouragingAction, AIDA structures your messages to transform prospects into customers. Its concrete examples (sales pages, emails, ads) and its simplicity make it accessible, even for beginners. Compared to NOT or PASTOR, it excels in its versatility.
To maximize the effectiveness of the AIDA method, calling on a writer specialized in web writing and SEO, such as Maud Leuenberger or Stéphanie Soulier, can be decisive in the success of your content.
Comparison table: AI software for AIDA
Software
Price 💰
AIDA Steps
Features 🔑
Ideal For 🎯
Limitations ⚠️
Rating ⭐️
Jasper AI
$49
Attention, Interest, Desire, Action
Title generation
Immersive storytelling
Dynamic CTAs
Copywriters, SMEs
Steep learning curve, high cost
4.8/5 ⭐️
Copy.ai
$35
Attention, Action
Impactful title creation
Tested CTAs
Email integration
Beginners, freelancers
Less effective for Desire
4.7/5 ⭐️
Writesonic
$12.67
Interest, Desire
SEO-optimized content
Auto-generated social proof
E-commerce businesses, startups
Limited customization
4.5/5 ⭐️
Anyword
$39
Desire, Action
Performance prediction
Audience segmentation
Marketing agencies
Less suited for long formats
4.6/5 ⭐️
Frase
$44.99
Interest
Persona analysis
SEO optimization
Bloggers, SEO specialists
Less focused on CTAs
4.3/5 ⭐️
Jasper AI : Versatile, perfect for sales funnels complete.
Copy.ai : Ideal for quick ads or short emails.
Writesonic : Affordable for e-retailers newbies.
Anyword : Powerful for targeted campaigns with forecasts.
Frase : Great for content Interest SEO optimized.
Why use AI for your AIDA texts?
The benefits you will get
Speed of creation
Imagine being able to create a complete sales page during your coffee break. That's exactly what AI allows you to do. Fifteen minutes is enough to get a structured AIDA text, versus minimum two hours with traditional manual writing.
This speed is a game changer for your business. You can test several approaches in the same day, adapt your messages based on customer feedback, or simply have more time to focus on other aspects of your marketing. The more content you produce, the more you learn what works with your audience.
Adapting to your ideal customer
AI does not work blindly. Elle analyze your customer data to understand who you really want to reach. Does your CRM contain information on age, buying habits, and the frequent objections of your prospects? The tool uses it to automatically adjust tone and arguments.
Language adapted to the age group of your audience
Arguments that answer the most common objections
Tone adjusted according to the level of expertise of your prospects
Cultural references appropriate to your market
The result? Texts that speak directly to your customers, as if you had known them personally for years.
Performance predictions
Here's where it gets really interesting. Tools like Anyword give you an estimate of the click rate even before you publish your content. They analyze millions of effective texts to predict whether yours is likely to work well.
No more publications by crossing your fingers. You know in advance if your email title will generate openings or if your action button will encourage you to buy. These predictions aren't perfect, but they save you from costly, gross mistakes.
Creation for all your channels
A single tool to govern all your marketing content. The AI adapts your AIDA message according to the chosen channel: short and powerful emails, Facebook ads with eye-catching visuals, professional LinkedIn posts, or detailed sales pages.
Each platform has its codes and constraints. The AI knows them and automatically adjusts the length, style, and even vocabulary. Your message remains consistent everywhere while respecting the specificities of each channel.
Ease of use
You don't have to be David Ogilvy to create texts that sell. The interfaces are designed so that even your grandmother can get by. You fill in a few fields, the AI does the rest.
Describe your product in a few words
Choose your audience from a list
Select the broadcast channel
Click on “Generate”
Gone are the days when you had to spend months learning the tricks of copywriting. Now you can focus on your business while the AI takes care of the writing.
Limits and points of vigilance
Soulless texts
Here's the main pitfall of AI: it can produce texts technically correct buts completely bland. Like a dish without salt or spices. The tool follows proven patterns but does not understand the emotional subtleties that really affect your prospects.
You will recognize these generic texts by their neutral tone and their formulations that are found everywhere. They respect the AIDA structure but lack that little spark that makes you remember a brand. That's why you should always review and personalize the content generated.
Risk of addiction
It's the “automatic pilot” syndrome. You start trusting AI blindly and forget to put your foot in it. Serious mistake. Your competitors are probably using the same tools with similar prompts.
Without your brand voice, you look just like everyone else. Your customers no longer see what makes you unique. AI should remain an assistant, not your replacement. It provides the structure, you provide the personality.
Budget to be expected
Let's talk straight about numbers. AI tool premium plans are expensive. Jasper is asking $49 per month to access all of its features. Copy.ai, Writesonic, Anyword... all follow similar patterns.
Free version: limited to a few generations per month
Basic plan: between 20 and 30 dollars per month
Pro plan: 49 to 99 dollars depending on the tool
Enterprise version: several hundred dollars
For a starting freelancer or a small business, these amounts can quickly weigh heavily on the marketing budget. Fortunately, most offer free trials to test before investing.
Ethical questions
Beware of dangerous temptations. AI can generate fake customer testimonials, invent statistics, or create fictional social evidence. It works in the short term buts Destroys your credibility if your customers notice it.
Be honest in your communications. Use AI to improve the form of your messages, not to invent false content. Your reputation is worth more than a few more sales obtained through deception.
How to properly integrate AI into your process
Step 1: Select your tool
Start small and test smart. Writesonic is perfect if you are on a tight budget: simple interface, correct results, affordable price. jasper offers more advanced features but costs more.
Both offer free trials. Take the opportunity to create some real content and see which one best fits your style. Don't rush into the annual subscription right away. Start with a month to evaluate the tool in real conditions.
Step 2: Get your customer data ready
AI is only as good as the information you give it. Gather everything you know about your audience: Google Analytics data, history of your CRM, customer feedback, frequently asked questions.
The more accurate information you feed the tool, the better the results will be. Create detailed personas with the age, income, spending habits, fears, and desires of your ideal customers. This preparation will make all the difference.
Step 3: Generate then customize
Let the AI create the first version, then Make the text your own. Replace generic formulas with your usual vocabulary. Add examples from your industry.
Change sentences that sound too robotic
Include personal or professional stories
Adapt the examples to your area of expertise
Adjust the language level according to your audience
The final text should sound like you, not like a machine. Your customers should recognize your style even in AI-aided content.
Step 4: Test multiple versions
Anyword excels at this stage. Generate two or three variants of your main call to action. Test them in real conditions with real prospects to see which one converts the best.
Don't settle for your initial hunch. Sometimes, a formulation that seems odd to you works better than the one you like. Let the numbers decide, not your personal preferences.
Step 5: Measure the results
Google Analytics and Hotjar are becoming your best friends. Follow meticulously conversion rates, time spent on the page, clicks on your action buttons. This data feeds your next creations.
Create a simple dashboard with the metrics that really matter to your business. Note what works and what doesn't. You will gradually develop your instinct to recognize the right prompts and the right approaches.
The trick that makes a difference
Here is the winning combination that I personally use: SurferSEO for the “Interest” part of your AIDA structure, Jasper for the calls to action who convert.
SurferSEO analyzes the pages that rank well on Google and gives you the keywords to integrate naturally. Jasper creates compelling CTAs based on thousands of real tests. This approach guarantees you pages that are optimized for search engines AND that are persuasive for your visitors.
The investment seems high at first, but the time saved and the results obtained more than outweigh the costs. You maintain control over quality while benefiting from the power of AI to accelerate your content production.
FAQS
What is the AIDA method?
A 4-step copywriting model (Attention, Interest, Interest, Desire, Action) to persuade and convert.
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