What does AIDA stand for in copywriting for marketing and advertising? We explain the AIDA framework and how it can help you write headlines that grab a reader’s attention and encourage them to read.
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Breaking Through the Clutter – What Does AIDA Mean?
Most headlines are boring and repetitive rather than delivering all the benefits of engaging the reader with a gripping or exciting headline. It is not that difficult to change a headline from boring to captivating. Still, it requires you to embrace your creative side and recognize what differentiates the headlines that get the attention of the reader and the ones that don’t.
AIDA is a framework developed by communications consultants Craig Fuller and David Michael to help writers recognize the tell-tale signs of boring headlines and then to come up with captivating headlines that will make the reader want to read the rest of the article.
What does AIDA stand for? The four parts of AIDA are the tenets of this copywriting style that has proved highly effective.
The First Point of AIDA – Attention
A dramatic headline is designed to capture the reader’s attention and start their brain spinning through other text and links until they give the headline the right kind of thought. You do this by creating the headline at the top of your page and then incrementally developing the text inside the headline to ensure that the entire message gets across.
Avoid Not-so-short headlines A headline with too much content will likely confuse the reader. The text in your headline must be simple and easy to read so that it’s the first thing your reader will read. Don’t spend too much time trying to create a headline that says more than it does. Consider: Aha! Headlines Aha!
The Second Point of AIDA – Interest
Attention Drive AIDA vs. The Nielsen Framework – You’re ready to see how to apply the AIDA framework to your headlines in real-time to provide all the required elements for a good headline. The AIDA framework is easy to use and makes the headline-writing process much faster and easy to remember.
The AIDA framework works in the same way as the Nielsen framework: The headline is the combination of three parts: It should: Use three words or fewer Use two terms in the headline. While making these steps, it’s essential to remember that the words in your headline must start with an A. You can’t add extra words; just add as much as possible to your headline.
The Third Point of AIDA – Desire
We’ve all felt this one. We’re the type of person that loves having a desire to do something in our lives. That sense of desire to do something, whether it travels the world or exploring a new hobby, is compelling. Yet, how do we build and express our desire? This is where the question of “what” becomes a significant part of the AIDA framework. Where do you see yourself in the next year?
Where do you dream about going? Where do you want to be in the next three months? Why are you excited about what you’re doing? The answers to these questions will paint a picture of your desire. Keep in mind that this information will often change.
You may have new goals next year and must adapt how you express your desire.
The Final Point of AIDA – Action
Designed to teach you how to increase attention in an easily digestible way. What Does It Stand For; Attention, Click To Tweet, Learn More, etc. Think of the word attention as the opposite of procrastination. How about we apply this idea to your writing? A
Rather than procrastinating on what you’re supposed to do, just do the action. Outcome What outcome are you trying to achieve? What Does AIDA Stand For Expectations Click To Tweet Outcome Intention? What are you hoping to achieve?
What Does AIDA Stand For Objectives Click To Tweet Objectives Objectives What is your goal? Outcome Action What are you doing?
People read headlines all the time. They trust headlines that promise them big ideas and encourage them to read more. Thinking about headlines as chunks of text that you can shape to match the message you want to convey will help you better create headlines that will keep readers engaged for longer.
Readers won’t take time to read a dull headline. They want to be hooked. Now you know what AIDA stands for. There is so much great advice and inspiration for writers, so let us know which tips, tricks, and resources you use and why in the comments.