AIDA standing for Attention, Interest, Desire, and action is a great formula used in marketing copy writing to create engaging content.

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Attention

When a user is not familiar with what you do, the product you offer, or the service you provide you should first tell them the benefit to them. It should be something to jar the reader and grab attention to make them continue reading.

In conjunction with AIDA you can use the ROT formula to help gain attention. The ROT formula consists of Result, Objection, Time. You first define a result that the user is looking for, then identify any objections they may have of why this is unachievable before setting a time frame you plan to provide the result in.

For example:
Learn to play guitar, in 24 hours, even if you’ve never played an instrument before.

Interest

After you have the user’s attention you need to then build their interest. This is where you give the user a little bit more information into the mechanism of how you plan on doing this.

For example:

Thousands of songs, exercises, and teacher-crafted lessons

all in one app. 

Taken from yousician.com

Desire

This is where you move the user from liking your product or service to loving it by establishing an emotional connection. Show the user exactly how your offerings can solve their problems. Explain the features of your product or service and all the benefits that come with it. 

Common techniques include before and after photos or real user results.

The user should be able to see how your offerings can make their lives better.

The desire can often be interchanged with detail. This is the core of what you are trying to say, this is where you deliver the value.

Action

By this stage, the user should be ready to take action. This could be in the form of buying your product or service, getting in touch with you, or interacting with your content. Give the user one clear CTA (Call To Action) don’t over complicate it or confuse the reader by asking for multiple different things. 

For example:

‘Buy Now’

‘Enroll Today’

‘Contact Us’

‘Like this post’