Framework
Communication

AIDA

Attention, Interest, Desire, Action

Best for
writing persuasive copy
Time
15–30 min
Difficulty
Beginner

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AIDA diagramSchematic of the AIDA framework: Attention, Interest, Desire, Action.AttentionInterestDesireAction
The AIDA diagram — Attention, Interest, Desire, Action.
Example

Writing a landing-page hero for a new SaaS launch

AIDA copy ladder
  1. Attention — "Your team's thinking, finally somewhere it belongs"
  2. Interest — "Frameworks, canvases, and memory across every project"
  3. Desire — "Teams report 40% less re-explaining context to AI"
  4. Action — "Start a free workspace — no credit card"

Related frameworks

Communication

Pyramid Principle

Answer, supporting points, evidence

Communication

BLUF

Bottom Line Up Front

Communication

STAR Method

Situation, Task, Action, Result

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