AIDA
Attention, Interest, Desire, Action — the original conversion formula coined by E. St. Elmo Lewis in 1898.
Attention, Interest, Desire, Action — the original conversion formula coined by E. St. Elmo Lewis in 1898.
Best for: Product launches, landing pages, and any post where you need a click.
Origin
Coined by advertising pioneer E. St. Elmo Lewis in 1898, AIDA is the oldest surviving copywriting recipe. Lewis observed that all successful sales messages guide readers through four psychological stages — from first glance to final purchase decision.
When to use it
Product launches, landing pages, and any post where you need a click.
How it works
- 1
Attention — Stop the scroll with a pattern interrupt or bold claim
- 2
Interest — Deliver a fact or insight that rewards their attention
- 3
Desire — Paint the outcome they want, make it tangible
- 4
Action — Tell them exactly what to do next
Common mistakes
Burying the hook — your attention-grabber must land in the first line, not the third paragraph
Skipping from interest straight to action without building desire — readers need to want the outcome before they will act
Using vague CTAs like 'Learn more' instead of specific directives like 'Start your free trial today'
Use AIDA on your content
Install Repurposito to apply AIDA to any webpage, YouTube transcript, or social thread — and paste the result straight into your scheduler.
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AIDA FAQ
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