Copy & Psychology

AIDA

Attention-Interest-Desire-Action — a classic copywriting framework. Grab attention, build interest, intensify desire, drive action. Older and more formal than PAS.

AIDA (Attention-Interest-Desire-Action) is one of the oldest copywriting frameworks in advertising. It structures a pitch around four sequential beats:

  1. Attention: A hook that earns the first few seconds.
  2. Interest: Specific, relevant information that keeps them reading.
  3. Desire: Emotional reasons why they want this outcome.
  4. Action: A clear, specific CTA.

AIDA is older and more formal than PAS, and it tends to work better for longer-form pitches (landing pages, long-form video) where there's room for each beat to breathe. For 15-second video hooks and short-form ads, PAS is usually the tighter structure.

Related terms in Copy & Psychology
Anchor Price
The "original" price displayed next to the current price to make the current price feel like a deal. "Was $99, now $49" works because of the anchor.
Cross-Sell
An offer for a complementary product alongside the main purchase — fries with the burger. Distinct from upsell (bigger version of the same thing).
CTA
Call to Action — the specific ask in a piece of marketing ("Add to Cart," "Shop Now," "Claim Your Spot"). Ambiguous CTAs kill conversions.
Downsell
A cheaper alternative offered when a customer declines the main pitch or a higher-tier offer. Catches buyers who would otherwise walk away.
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