The AIDA Method for Creating Content That Converts

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The AIDA method is often used for creating advertisements, but it also applies to developing your content marketing . It is very widely used in copywriting . You can use it to write a sales page, a marketing email, a white paper, or even a product sheet.

Divided into 4 stages, the AIDA method uses different levers, some examples of which we share with you.

Attention
In an intensely competitive environment, capturing consumers' attention is a real challenge in itself. They have never been more exposed to advertising messages, regardless of their nature. They are also more informed (particularly thanks to the Internet) and, as a result, more demanding.

So you need to find a way to grab your target audience's attention , and quickly.

For example, in a video, the hook (the first 3 seconds) is essential to convince a user to watch the entire content. In an email, it's the subject line that should pique the recipient's interest to encourage them to click. On a sales page, you can focus on the main title and an illustration.

Regardless of the medium, it's important to work on both form and content to attract your prospects' attention. For example, you can:

Use capital letters or a strong font,
Use an interrogative form (ask a question),
Highlight a surprising figure (statistics, turnover, number of customers, etc.),
Choose a strong image (beautiful, humorous, shocking, etc.),
Focus on attractive colors,
Address your prospect using their first name,
Make a promise,
Write a “shocking” or thought-provoking sentence…
AIDA Method: Example of creating attention
On the main hong kong phone number data banner, the online retailer Asos uses bright colors and a capital letter headline with an explicit and attractive message to highlight its seasonal promotions.
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In this email marketing example, copywriting coach Nina Ramen chooses an email subject line that resonates with the recipient: "Likes aren't dollars." It sparks curiosity and invites a click to understand why.
Interest
You've captured your audience's attention. Now you need to convince them that what you're offering addresses a need or motivation (whether they're already aware of it or not). In other words, you'll need to engage your target audience .

This requires first knowing the prospect well in order to identify the points to highlight. These are the arguments that will convince your prospect that you have clearly understood their expectations or needs.

This applies both to the title and the first sentence of your paragraph. It can even occur before that, in the title tags and meta descriptions on the Google search results page. Your target audience must recognize themselves in your message. If they don't, they won't go any further: it's a lost sale.