As a advertising and marketing strategist for over a decade, I’ve at all times been fascinated by what makes folks click on, have interaction, and in the end purchase. One framework I preserve coming again to is the AIDA mannequin.
I noticed it work brilliantly whereas scrolling by way of Instagram — a Duolingo advert stopped my thumb mid-scroll:
- The enormous inexperienced owl mascot doing a trending dance grabbed my consideration.
- The caption about “studying a language in 5 minutes a day” piqued my curiosity.
- The feedback part stuffed with profitable learners sparked my want.
- The “Obtain Now” button prompted fast motion.
That is AIDA in motion. I‘ve used this identical framework to assist numerous manufacturers craft compelling messages that convert. Let’s discover the way it works and the way you should utilize it on your subsequent advertising and marketing marketing campaign.
Desk of Contents
What does “AIDA” stand for?
Let me break down this acronym in a manner that I’ve discovered resonates with each new entrepreneurs and seasoned professionals.
- Attention: Seize your viewers’s focus.
- Interest: Hold them engaged.
- Desire: Make them need what you provide.
- Action: Information them to take the subsequent step.
I like to consider AIDA as a narrative that unfolds in your buyer‘s thoughts. It’s based mostly on the hierarchy of results concept, which means that prospects transfer by way of every emotional stage earlier than taking motion.
In my expertise, AIDA works equally to a advertising and marketing funnel, with fewer folks at every subsequent stage. Nevertheless, I’ve observed two key variations:
- AIDA is extra linear.
- It focuses on psychological development moderately than simply buyer journey touchpoints.
Historical past of the AIDA Mannequin
As somebody who’s studied advertising and marketing frameworks extensively, I discover it fascinating that certainly one of our strongest advertising and marketing methods comes from the nineteenth century.
The AIDA promoting method was developed by eventual Promoting Corridor of Fame inductee Elias St. Elmo Lewis in 1898. To place this in perspective, this was when:
- Advertising meant newspaper adverts.
- The quickest automobile reached simply 39 mph.
- The phone was nonetheless a luxurious merchandise.
Why It Nonetheless Issues Immediately
In my expertise, these 4 elements — consideration, curiosity, want, and motion — stay elementary to profitable advertising and marketing. I’ve seen them work throughout each channel I exploit:
- TikTok and Instagram Reels
- AI-powered e mail sequences
- Interactive touchdown pages
- Immersive video content material
The AIDA mannequin constantly helps me create content material that pulls and engages prospects, generates leads, and closes offers.
What I discover notably exceptional is how this “old fashioned” mannequin has tailored to fashionable advertising and marketing channels. Even in 2025, with generative synthetic intelligence and digital actuality turning into mainstream advertising and marketing instruments, these core psychological ideas proceed to drive client habits.
How you can Apply the AIDA Mannequin to Your Advertising
I‘ve observed that the AIDA mannequin shares components with nice storytelling. Even in the event you haven’t heard of the AIDA mannequin earlier than, there‘s an excellent likelihood you’ve naturally used it in your advertising and marketing supplies.
By bringing a bit of little bit of construction to your instincts, you’ll be able to create content material and design your web site with extra management over your prospects’ paths to a buying determination.
Right here’s a information to understanding and implementing every stage of the AIDA advertising and marketing mannequin.
1. Entice consideration.
In my AIDA promoting and advertising and marketing campaigns, I’ve discovered that choosing the proper phrases sparks viewers curiosity. At this primary stage, your client is just asking, “What’s it?”
Word that this step often follows or overlaps along with your efforts to extend model consciousness.
Professional tip: I’m an enormous fan of beginning small by making lists of attention-grabbing phrases. Whereas AI instruments like ChatGPT might help generate concepts, I like to recommend avoiding phrases that aren‘t already in your vocabulary or don’t naturally suit your advertising and marketing copy.
For instance, when writing this text, I used HubSpot’s AI device to generate an inventory of 20 phrases that spark curiosity in advertising and marketing copy.
It returned phrases like “uncover” and “unique,” that are broadly relevant, nevertheless it additionally instructed “thriller” and “enigmatic” — neither of which I’d doubtless use except the service in query concerned a magician (and possibly not even then, however you already know your viewers finest!).
2. Generate curiosity.
You’ve captured their consideration — now you must maintain it.
By my expertise, I’ve discovered that audiences need to be taught extra about your model, the advantages of your resolution(s), and your potential match with them. At this stage of the AIDA mannequin, I deal with creating persuasive, thrilling content material that makes folks assume, “I prefer it.”
Professional tip: I‘ve realized that the easiest way to generate curiosity is with a compelling hook. What makes your services or products distinct? In my AIDA promoting campaigns, I keep away from trade jargon and clichés by being particular. I’ve discovered that audiences bear in mind tales higher than info and figures, so I lean closely on storytelling to create resonance.
To generate curiosity for my new small enterprise, a magician-staffed house-cleaning service that declutters your property with the flick of a wand (if solely!), I started with my record of curiosity-sparking phrases.
“Uncover the magic of a clear home” grabs the eye of individuals with messy homes, and “magic” suggests one thing distinct in regards to the service.
3. Evoke want.
The objective of this stage is to show that “I prefer it” into an “I would like it.”
You may accomplish this the identical manner social media influencers do: by constructing belief along with your viewers. You’re more likely to desire a product in the event you belief that the influencer truly makes use of and loves it.
I‘ve realized to construct belief very like profitable social media influencers do. When an viewers trusts that somebody genuinely makes use of and values a product, they’re extra prone to need it themselves.
For my magical house-cleaning service, I can construct belief by way of empathetic content material that doesn’t alienate my messy potential prospects. Listed here are some content material examples I’ve discovered efficient for constructing belief on this manner:
- Earlier than-and-after photographs that commemorate progress, not perfection.
- Fast organizing suggestions that present fast outcomes.
- Buyer tales highlighting widespread challenges.
- Weekly cleansing checklists for various residence sizes.
- Time-saving cleansing hacks for busy households.
Some of these content material assist construct want by exhibiting achievable outcomes whereas sustaining empathy with potential prospects.
Adapt that to your personal model in your web site, e-newsletter, downloadable presents, and social media, and preserve serving content material that’s fascinating, correct, and builds a rapport along with your viewers.
Obtain Now: Free AIDA Mannequin Template
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The prospects you’re most definitely to shut are the customers who envision a future with you — they already get pleasure from consuming your content material and assume your services or products will probably be even higher.
For that reason, you need to exhibit a niche between the place they’re now and the place they could possibly be along with your resolution. On the identical time, you need to set up social proof with case research and testimonials.
For instance, when advertising and marketing a challenge administration device, I’d share how a advertising and marketing staff went from lacking 40% of their deadlines to hitting 95% inside three months. Then, I would comply with up with testimonials from the staff lead about improved morale and shopper satisfaction.
Professional tip: I‘ve discovered that “earlier than and after”-style content material constantly performs nicely within the want stage. Whether or not it’s screenshots of a productiveness dashboard, income progress charts, or buyer success metrics, exhibiting tangible transformation helps prospects envision their very own potential success.
Instance: Calendly
One in all my favourite examples of desire-building content material is Calendly’s case examine about Des Moines Space Group School (DMACC): “How one faculty saved $170K final yr with Calendly.”
The case examine follows the before-and-after precept completely: It exhibits how DMACC remodeled from having college students lined up out the door and coping with frequent double bookings, to a streamlined scheduling system throughout 12 places.
The outcomes embrace a 4.5x ROI with $170,000 in value financial savings and a 100% lower in double bookings. Plus, it options sturdy social proof by way of quotes from a tutorial advisor, making success really feel achievable for related establishments.
4. Spur Into Motion
After you generate sufficient want on your services or products, give your prospects the prospect to behave on it. The objective is to rework their want into motion and compel them to reply with low-friction however high-incentive calls to motion.
You need their “I would like it” to transform to “I’m getting it.”
Professional tip: I at all times be certain that prospects (regardless of the place they’re of their determination journey) can simply see the worth they‘ll obtain. Whether or not it’s a free trial, demo, or session, make the subsequent step crystal clear and compelling.
For instance, once I create CTAs for software program merchandise, I’d use “Begin your free trial — see leads to 24 hours” or “E-book your demo to find time-saving options.” These CTAs clearly set up each the motion and the worth.
The secret is making your CTA distinguished, clear, and uncomplicated. I at all times guarantee buttons or banners spell out precisely what motion to take and what worth they’re going to obtain in return.
Instance: Nerdwallet
Supply
I typically level to Nerdwallet as a grasp of friction-free CTAs. Its bank card comparability device exhibits what I search for within the Motion stage of AIDA.
Nerdwallet makes it straightforward for folks to take motion. Its homepage options two clear CTAs that serve totally different person wants:
- “Evaluate bank cards” — for folks prepared to select.
- “Discover Guides and Suggestions” — for individuals who want extra data.
Every button is straightforward and clear, with a brief description exhibiting its worth. This method offers customers a alternative based mostly on the place they’re of their determination course of.
AIDA Drawbacks
As a content material marketer who loves AIDA, I hate to confess that it comes with limitations. Sure, it is a helpful framework, however not all buying selections comply with this neat, linear path.
Trendy consumers typically skip phases or enter the journey at totally different factors — for instance, discovering an answer whereas researching an issue, bypassing the eye and curiosity phases solely. The mannequin additionally does not tackle what occurs after the motion stage, like buyer delight and retention.
In my expertise, as we speak‘s customers anticipate ongoing engagement and help. That’s why I at all times advocate viewing AIDA as half of a bigger progress technique. I’ve discovered that combining it with different fashions, just like the flywheel, creates a extra full method to advertising and marketing and buyer relationships.
Utilizing the AIDA Mannequin within the Period of AI
As somebody who works with each conventional frameworks and new expertise, I typically get requested about AIDA’s relevance in 2025. Whereas AI may appear to make linear fashions out of date, current analysis exhibits the other is true.
The most recent research reveal AI considerably enhances AIDA’s effectiveness by way of:
- Improved gross sales efficiency through AI-driven advice engines and personalised advertising and marketing.
- Optimized advert spend and automatic buyer interactions that scale back acquisition prices.
- Enhanced buyer satisfaction and loyalty by way of predictive analytics.
- Simpler useful resource allocation based mostly on detailed marketing campaign efficiency knowledge.
- AI-powered content material manufacturing that may be tailor-made for every AIDA stage.
- Chatbots and digital assistants that information prospects by way of the acquisition journey.
I’ve seen these insights play out in my very own work with AI and AIDA. Let me present you ways I apply them at every stage.
AI-Enhanced Consideration
I exploit AI content material turbines to check a whole bunch of headline variations, whereas sentiment evaluation identifies which emotional triggers seize consideration most successfully. For instance, once I examined social media posts, AI-optimized headlines constantly elevated click-through charges by pinpointing patterns in high-performing content material.
AI-Pushed Curiosity
Massive language fashions now assist create personalised content material paths. When a prospect engages with particular matters, AI analyzes their habits and routinely serves related content material that maintains their curiosity. I’ve seen engagement charges double utilizing this method.
Information-Knowledgeable Need
AI analytics instruments monitor person interactions throughout a number of touchpoints, serving to determine precisely when curiosity transforms into want. This helps me perceive which content material mixtures create the strongest emotional connections. As an example, I exploit GPT-4 to research buyer opinions and determine the precise options and advantages that drive buy intent.
Automated Motion Optimization
Trendy AI instruments repeatedly take a look at and refine CTAs, routinely adjusting button placement, colour, and duplicate based mostly on real-time efficiency knowledge. They will even personalize the ultimate conversion step based mostly on the shopper’s journey, exhibiting totally different presents to totally different segments.
What excites me most about combining AI with AIDA is the way it makes this basic framework extra dynamic and responsive whereas sustaining its core psychological ideas.
Utilizing the AIDA Promoting Framework
After spending years making use of the AIDA mannequin to numerous advertising and marketing campaigns, I‘ve come to understand its enduring relevance. Even in 2025, 127 years after Elias St. Elmo Lewis first developed it, I nonetheless discover it remarkably efficient for understanding and bettering the client’s journey.
What I‘ve realized is that whether or not you’re utilizing subtle AI instruments or crafting conventional advertising and marketing campaigns, AIDA’s elementary ideas of human psychology stay unchanged. It continues to assist me create extra partaking, persuasive, and efficient promoting that converts audiences into prospects.
Editor’s observe: This submit was initially printed in October 2018 and has been up to date for comprehensiveness.
