Brand Strategy

AIDA: 4 Steps to Persuade

A classic persuasion framework that walks audiences from awareness to action.

What it is:

AIDA is a time-tested marketing and sales framework that outlines the four psychological stages a customer typically goes through before making a decision: Attention, Interest, Desire, and Action. It was first introduced in the late 1800s by advertising pioneer Elias St. Elmo Lewis and remains just as relevant in today’s digital landscape.

Here’s how it works:

Attention is about breaking through the noise. This could be a bold subject line, a striking visual, or an unexpected headline—anything that makes someone stop and pay attention.
Interest deepens the engagement. Once you have their attention, you provide context and relevance—why this matters to them.
Desire builds emotional connection. Now that they’re interested, you paint a vivid picture of the benefits, transformation, or outcomes your product or service creates.
Action gives them a clear next step—buy now, subscribe, book a call, etc.

Turning awareness into action in four simple steps

AIDA: A simple framework for developing your promotional funnel

Whether you’re crafting a landing page, a print ad, a social caption, or a sales deck, AIDA is a versatile framework that keeps your communication focused and effective. It’s a helpful filter to make sure your message doesn’t skip the steps people actually need to take action.

Use it when:

Writing ads, emails, or landing pages
Planning a pitch or sales script
Structuring a video or webinar flow
Reviewing creative assets for effectiveness

Why it works:

Provides a proven psychological sequence for influencing behavior
Helps teams avoid jumping straight to “buy now” before earning attention and interest
Keeps messaging simple, structured, and conversion-focused

Want to improve your campaign performance? Try running your next concept through AIDA first.

Let’s Talk.