Direct Response Copywriter Word of the Night: AIDA

OK. Admittedly, it's an acronym. But for the direct response copywriter, AIDA is an extremely important word. It’s the baseline copywriting formula for direct response copywriting.

A = Attention

I = Interest

D = Desire

A = Action

Let’s go through these briefly.

The headline and opening must get the reader’s attention. The reader is the target prospect.

Interesting facts come next in order to hold the interest of the reader. The deeper the research, the stronger the overall interest. It’s where the direct response copywriter states the problem.

In the desire section, the product/service gets introduced as the solution to the problem. It’s time to discuss features and benefits and also include testimonials and proof. Don’t forget the guarantee and the offer.

At the end, demand action by telling the reader what you want them to do.

Sounds easy, doesn’t it?

It takes a lot of work to get it right and convert readers, viewers, and listeners into buyers.

However, for any copywriter, including the website copywriter, it’s important to use the AIDA formula.


I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.