Blog / AIDA principle: What the AIDA principle is and how it can help your marketing

AIDA principle: What the AIDA principle is and how it can help your marketing

Titelbild Blogartikel AIDA-Formel
Maurice – September 11, 2023 – 10 min read

It’s no secret that your marketing succeeds when you can provide your potential customers with an experience that moves them to action. That is why the AIDA principle is so important.

That’s because this four-step process has been used by some of the world’s top marketers for decades, helping companies around the world sell their products and services faster.

So that you too can apply this principle to your marketing and copywriting, we’ll explore the following questions in this post:

  • What is the AIDA principle?
  • How does the AIDA principle help your marketing?
  • How to apply the AIDA principle?
  • What are the advantages of the AIDA principle?
  • Is there any criticism of the AIDA principle?
  • What are the alternatives to the AIDA principle?

What does the AIDA principle mean?

AIDA is an acronym for the words Attention , Interest, Desire , and Action . The AIDA principle was developed by Elmo Lewis and is often used in the context of selling to enable better communication by referring to the advertising impact principle to encourage potential customers to take action.

AIDA basically describes the necessity of all marketing efforts to attract attention, to arouse interest as well as desire and finally to stimulate action.

In short: develop an advertising impact and bring about a purchase decision.

How can the AIDA principle help you sell?

AIDA focuses on the principle of the different areas of a normal sales funnel and can therefore help with selling. Thus, every marketer knows that first of all he needs the attention of his target group , because only then he can arouse concrete interest to finally stimulate a wish or desire and thus make a sale.

It is precisely because AIDA as a principle is so simple and at the same time so sound that it can support a wide variety of forms of marketing:

  • In email campaigns
  • In social networks
  • When designing web pages
  • For PR campaigns
  • Generally in copywriting

All in all, the AIDA principle is such an effective tool for marketers because it helps build a relationship with potential customers faster. This succeeds because AIDA enables you to provide your customers with the information they need to make informed decisions about your product or service.

But how do you apply the AIDA principle ?

The AIDA principle and the application of its four phases

The AIDA principle and the application of its four phases

The 4 phases of the AIDA model are as follows:

  1. Attention phase – Attention phase
  2. Interest phase – Interest phase
  3. Desire Phase – Desire Phase
  4. Action Phase – Action Phase

In the following, we will briefly introduce each one with the help of examples.

Attention phase

The attention phase is about attracting the attention of potential customers. The goal is to craft a message that speaks to your target audience and grabs their attention so they notice and engage with your product or service.

First and foremost, a marketer should focus on creating an intriguing headline during the attention phase of the AIDA principle. After all, the headline is the first thing your target audience sees, so it should immediately grab their attention.

For example, if you’re offering a new skin care line, you could use a headline like “With our cream, wrinkles finally disappear like pillow prints.” This headline not only attracts attention, but also addresses the problems and needs of the target group.

A powerful visual element, such as a high-quality photo or short film, can also attract attention.

Interest phase

In the AIDA principle, the interest phase means that you present additional information about your product or service to pique the curiosity of the target audience. This should make them want to learn more about you and what you have to offer.

For example, in the interest phase of an ad for a skin care product, you can provide more detailed information about the products’ unique benefits. Examples would be:

  • A special development process for sensitive skin types
  • Better compatibility due to natural ingredients
  • Proven effect through various studies

Another way to get your target audience interested is to use testimonials or case studies that show how the product or service has helped others. This builds trust and credibility and increases the likelihood that your audience will want to learn more about your product.

Another option would be to simply tell a story to create interest by telling how your product or service solved a person’s problem. This helps the audience identify with your product or service.

Desire Phase

In the Desire phase of the AIDA principle, you want to build a deep emotional connection with your audience to create some desire in them for your product or service.

For example, in the Desire phase for your skincare product, you can show before-and-after photos of people who have used your product and highlight the significant changes in their complexion. Such images can awaken the desire of your target audience to achieve similar success.

You can also create desire by using emotional language and imagery. So you can use adjectives like “luxurious,” “beautiful,” “confident,” and “youthful” to play on the vanity of your target audience.

Action phase

In the action phase of the AIDA principle, you ask your target audience to take a specific action, such as making a purchase or signing up for a service.

For example, in the action phase of advertising a skin care product, you could include a call to action (CTA) such as “Try our skin care line today and see the difference for yourself,” followed by a clear and visible link or button.

Another way to trigger an action is to create a sense of scarcity or urgency. For example, you could offer a limited-time discount or a free gift with purchase to get your audience to take immediate action.

You can also use social proof to trigger an action, such as displaying customer reviews or showing the number of people who have already purchased the product or service. This can create a sense of validation and also encourage the target audience to take action.

Overall, the action phase of the AIDA principle is about giving the target group clear and specific instructions on what to do next and then giving them the tools to do it.

An example of the use of the AIDA principle

Basically, the AIDA principle is applied in four simple steps:

  • Step 1: Attract attention
  • Step 2: Arouse interest
  • Step 3: Build desire
  • Step 4: Call to action

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The 5 advantages of the AIDA principle

The AIDA principle holds many advantages for its users. We have compiled the 5 most important ones for you:

  1. AIDA helps enable effective communications that capture the attention of potential customers and move them to action.
  2. AIDA provides a framework for creating messages that are engaging, informative and compelling.
  3. AIDA helps marketers build an emotional connection with potential customers by highlighting the benefits of their product or service and telling user stories that show how customers have been helped by the product or service.
  4. AIDA also encourages marketers to include incentives such as exclusive discounts or offers to motivate potential customers to take action and purchase their product or service.
  5. AIDA shows in clear steps how to write an effective message that attracts attention, arouses interest, triggers desire and ultimately inspires purchase.

Criticism of the AIDA model

AIDA is one of the oldest and most widely used advertising effectiveness models. Despite its popularity, AIDA has been criticized for its oversimplified approach that does not take into account other factors such as customer segmentation or brand messaging.

AIDA also fails to recognize the importance of building a relationship with customers, not just getting them to buy. In addition, AIDA does not provide guidance on how marketers should measure their success in terms of customer acquisition and retention.

Overall, however, AIDA is a simple and effective marketing model that can be used for various forms of marketing such as email campaigns, social media posts, or print ads to create effective communication and drive potential customers to action.

However, AIDA has its limitations and to address these limitations and the problems of AIDA, several other models have been developed, which we present below:

What are the alternatives to the AIDA method?

Over the years, many alternative approaches to AIDA have been developed, the following are the most promising:

  • FAB
  • PAS


FAB stands for Features-Advantages-Benefits and this principle is all about highlighting the features of your product or service first before talking about the benefits and advantages.

It emphasizes how customers can benefit from your product or service, rather than just listing features.


PAS stands for Problem-Agitate-Solution. PAS is a copywriting technique you use to identify potential problems in your target market and then keep addressing them to increase your audience’s focus on them before offering solutions with your products or services.

It lends itself well to persuasive copywriting because it helps create an emotional connection between the reader and the product being offered as a solution to their problem.


AISDALSLove is an acronym that stands for Attention, Interest, Desire, Action, Satisfaction, and Loyalty.

Beyond the AIDA principle, AISDALSLove places great emphasis on retaining customers, this is what the principle attempts to do by creating satisfaction and generating loyalty through some follow up with customers.


AARRR stands for Acquisition, Activation, Retention, Referral and Revenue and is a model that focuses on the entire customer lifecycle. It is used by companies like Dropbox and Airbnb as part of their marketing strategies.

It is more like a full-blown growth marketing approach and, unlike AIDA, also focuses on the important aspect of customer loyalty. The focus here is on your customer as a whole and not just on his purchase decision.


Another popular model called DAGMAR (Defining Advertising Goals for Measured Advertising Results) was also developed as an alternative or complement to AIDA.

DAGMAR takes a more comprehensive approach that involves setting specific goals before launching a campaign and then measuring results against those goals. AIDA focuses on the four steps of attention, interest, desire, and action, while DAGMAR also considers another important step – satisfaction.

This allows marketers to assess how well their campaigns are performing in terms of customer acquisition and long-term customer retention. In addition, DAGMAR emphasizes the importance of building customer relationships beyond just transactional sales, something AIDA fails to recognize.

Why the AIDA principle is essential for successful online marketing.

The AIDA principle can serve as a powerful tool for inexperienced marketers. Nevertheless, it should be noted that it is not a panacea and has its weaknesses.

We therefore always recommend thinking holistically and strategically about your own marketing efforts and planning them accordingly. Then, when individual content pieces or an advertisement should be created for your online marketing, the AIDA principle can definitely be of great use.


8+ years of Growth Marketing
Published September 11, 2023


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