As a advertising and marketing strategist for over a decade, I’ve all the time been fascinated by what makes folks click on, interact, and in the end purchase. One framework I maintain 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 large 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 full of profitable learners sparked my want.
- The “Obtain Now” button prompted speedy 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 need to use it in your subsequent advertising and marketing marketing campaign.
Desk of Contents
What does “AIDA” stand for?
Let me break down this acronym in a means that I’ve discovered resonates with each new entrepreneurs and seasoned professionals.
- Attention: Seize your viewers’s focus.
- Interest: Maintain them engaged.
- Desire: Make them need what you provide.
- Action: Information them to take the following step.
I like to think about AIDA as a narrative that unfolds in your buyer‘s thoughts. It’s primarily based on the hierarchy of results idea, 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 reasonably 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 one in every of our strongest advertising and marketing methods comes from the nineteenth century.
The AIDA promoting components was developed by eventual Promoting Corridor of Fame inductee Elias St. Elmo Lewis in 1898. To place this in perspective, this was when:
- Advertising and marketing meant newspaper adverts.
- The quickest automobile reached simply 39 mph.
- The phone was nonetheless a luxurious merchandise.
Why It Nonetheless Issues In the present day
In my expertise, these 4 parts — consideration, curiosity, want, and motion — stay elementary to profitable advertising and marketing. I’ve seen them work throughout each channel I take advantage of:
- TikTok and Instagram Reels
- AI-powered electronic mail sequences
- Interactive touchdown pages
- Immersive video content material
The AIDA mannequin persistently helps me create content material that draws and engages prospects, generates leads, and closes offers.
What I discover notably exceptional is how this “old style” mannequin has tailored to trendy 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 conduct.
Learn how to Apply the AIDA Mannequin to Your Advertising and marketing
I‘ve observed that the AIDA mannequin shares components with nice storytelling. Even for those who haven’t heard of the AIDA mannequin earlier than, there‘s a very good probability you’ve naturally used it in your advertising and marketing supplies.
By bringing a little bit little bit of construction to your instincts, you may create content material and design your web site with extra management over your prospects’ paths to a buying resolution.
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?”
Notice that this step normally follows or overlaps together with your efforts to extend model consciousness.
Professional tip: I’m a giant 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 software to generate a listing of 20 phrases that spark curiosity in advertising and marketing copy.
It returned phrases like “uncover” and “unique,” that are broadly relevant, however it additionally recommended “thriller” and “enigmatic” — neither of which I’d seemingly use until the service in query concerned a magician (and possibly not even then, however you understand your viewers finest!).
2. Generate curiosity.
You’ve captured their consideration — now you must maintain it.
By way of my expertise, I’ve discovered that audiences need to be taught extra about your model, the advantages of your answer(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 discovered that one of the best ways to generate curiosity is with a compelling hook. What makes your services or products distinct? In my AIDA promoting campaigns, I keep away from business jargon and clichés by being particular. I’ve discovered that audiences keep 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 aim of this stage is to show that “I prefer it” into an “I need it.”
You may accomplish this the identical means social media influencers do: by constructing belief together with your viewers. You’re more likely to desire a product for those who belief that the influencer really makes use of and loves it.
I‘ve discovered 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 below are some content material examples I’ve discovered efficient for constructing belief on this means:
- Earlier than-and-after pictures that remember progress, not perfection.
- Fast organizing ideas that present speedy outcomes.
- Buyer tales highlighting frequent challenges.
- Weekly cleansing checklists for various dwelling sizes.
- Time-saving cleansing hacks for busy households.
These kind of content material assist construct want by displaying achievable outcomes whereas sustaining empathy with potential prospects.
Adapt that to your individual model in your web site, e-newsletter, downloadable affords, and social media, and maintain serving content material that’s attention-grabbing, correct, and builds a rapport together with your viewers.
Obtain Now: Free AIDA Mannequin Template
The prospects you’re most certainly to shut are the shoppers who envision a future with you — they already get pleasure from consuming your content material and assume your services or products can be even higher.
Because of this, you could reveal a niche between the place they’re now and the place they could possibly be together with your answer. On the identical time, you could set up social proof with case research and testimonials.
For instance, when advertising and marketing a challenge administration software, I would share how a advertising and marketing crew went from lacking 40% of their deadlines to hitting 95% inside three months. Then, I would comply with up with testimonials from the crew lead about improved morale and consumer satisfaction.
Professional tip: I‘ve discovered that “earlier than and after”-style content material persistently performs properly within the want stage. Whether or not it’s screenshots of a productiveness dashboard, income progress charts, or buyer success metrics, displaying tangible transformation helps prospects envision their very own potential success.
Instance: Calendly
One among my favourite examples of desire-building content material is Calendly’s case research about Des Moines Space Group Faculty (DMACC): “How one school saved $170K final yr with Calendly.”
The case research follows the before-and-after precept completely: It reveals how DMACC reworked 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 embody a 4.5x ROI with $170,000 in value financial savings and a 100% lower in double bookings. Plus, it options robust social proof by way of quotes from a tutorial advisor, making success really feel achievable for comparable establishments.
4. Spur Into Motion
After you generate sufficient want in your services or products, give your prospects the possibility to behave on it. The aim 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 need it” to transform to “I’m getting it.”
Professional tip: I all the time be certain that prospects (irrespective of the place they’re of their resolution journey) can simply see the worth they‘ll obtain. Whether or not it’s a free trial, demo, or session, make the following step crystal clear and compelling.
For instance, after I create CTAs for software program merchandise, I would use “Begin your free trial — see leads to 24 hours” or “Guide your demo to find time-saving options.” These CTAs clearly set up each the motion and the worth.
The hot button is making your CTA distinguished, clear, and uncomplicated. I all the time guarantee buttons or banners spell out precisely what motion to take and what worth they’re going to obtain in return.
Instance: Nerdwallet
I usually level to Nerdwallet as a grasp of friction-free CTAs. Its bank card comparability software reveals what I search for within the Motion stage of AIDA.
Nerdwallet makes it simple for folks to take motion. Its homepage options two clear CTAs that serve completely different consumer wants:
- “Evaluate bank cards” — for folks prepared to select.
- “Discover Guides and Ideas” — for individuals who want extra data.
Every button is easy and clear, with a brief description displaying its worth. This method offers customers a selection primarily based on the place they’re of their resolution 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 choices comply with this neat, linear path.
Trendy consumers usually skip phases or enter the journey at completely different factors — for instance, discovering an answer whereas researching an issue, bypassing the eye and curiosity phases fully. The mannequin additionally does not deal with what occurs after the motion stage, like buyer delight and retention.
In my expertise, as we speak‘s shoppers count on ongoing engagement and assist. That’s why I all the time suggest 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 usually get requested about AIDA’s relevance in 2025. Whereas AI might sound to make linear fashions out of date, latest analysis reveals the alternative is true.
The newest research reveal AI considerably enhances AIDA’s effectiveness by way of:
- Improved gross sales efficiency by way of 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 primarily based on detailed marketing campaign efficiency information.
- 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 the way I apply them at every stage.
AI-Enhanced Consideration
I take advantage of AI content material mills to check lots of of headline variations, whereas sentiment evaluation identifies which emotional triggers seize consideration most successfully. For instance, after I examined social media posts, AI-optimized headlines persistently 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 conduct and robotically serves related content material that maintains their curiosity. I’ve seen engagement charges double utilizing this method.
Information-Knowledgeable Need
AI analytics instruments monitor consumer interactions throughout a number of touchpoints, serving to establish precisely when curiosity transforms into want. This helps me perceive which content material mixtures create the strongest emotional connections. As an illustration, I take advantage of GPT-4 to investigate buyer critiques and establish the precise options and advantages that drive buy intent.
Automated Motion Optimization
Trendy AI instruments constantly take a look at and refine CTAs, robotically adjusting button placement, coloration, and duplicate primarily based on real-time efficiency information. They will even personalize the ultimate conversion step primarily based on the shopper’s journey, displaying completely different affords to completely different segments.
What excites me most about combining AI with AIDA is the way it makes this traditional 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 customer’s journey.
What I‘ve discovered is that whether or not you’re utilizing refined 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 notice: This put up was initially revealed in October 2018 and has been up to date for comprehensiveness.
