What is Copywriting: The AIDA Formulae Explained

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What Is Copywriting?

Copywriting is the art of writing, destined to make people buy into an idea.

Also, it is the process by which something is written in order to sell ideas or a business activity.

Sometimes the idea is a product, a brand or an ideology.

The best copywriting coherently blends the products and ideology of a brand together.

It is striking people with sudden backhand of truth, partly philosophy and partly magic.

It’s a weapon hidden as a joke

what is copywritingIt can be expressed in many ways, as a slogan, a witty headline, an iconic super bowl commercial, and as something you find on the internet.

And copywriting is infusing what we all know into what we can all talk about.

We can use copywriting to spell out what is camouflaged between the lines.

It is mainly casual and based on cajoling people to take action.

Its focus is to hook the prospect and impress them to act or react to a cause.

This may be the purchase of a product or simply by subscribing to something (Act).

It may also be used to deter people from their beliefs or actions.

Advertising Vs Copywriting: What’s The difference between them

In addition, advertising is different to copywriting.

While advertising creates awareness for a product, copywriting convinces people to take action right away.

Words such as ‘click, download, fill, complete or buy “are action words to be done “now”.

People behave differently, they have a mixture of feelings and desires.

However, it is true that words can change people’s thinking, attitudes, beliefs and behaviors.

One of the best way to do so is to use the tested and proven to work copywriting formulae AIDA

A – Attention
I – Interest
D – Desire
A – Action

Catching The Attention of The Viewer

First, what you need to do is to catch the attention of the viewer.

Once that is done, you arouse his interest and create the desire to buy(picture the promise in his mind).

Finally, as the prospect is in the buying mood, make him take the action to do so. People don’t like being sold.

If you enter a shop and the sales person comes to you, you won’t feel at ease to buy. Why?

You don’t have control. You have pressure to buy something as the sales person suggests different things to you.

People buy for emotional reason, not rational reason.They buy to show how proud they own something.

For example having a luxury car or a Rolex Watch.

Knowing that people buy by envy, pride, vanity or lust, we can use these motivators in our copywriting to persuade them to buy.

People need to satisfy their irrational decisions with rational reasons.

A buyer needs to justify the purchase he has made.

With this in mind, the copywriter can give reasons to the prospect as to why such purchase is a worthy investment.

Besides, he would try to appeal to the emotion of potential customer in order to persuade him to buy.

For example if it is a car, he would talk about how beautiful and luxurious it is .

He would talk about the style and how great the prospects life would change with it.

He would also talk about fuel economy, interior seat and space and more.

The action here is to make the customer feel good about his decision and not about selling the car.

Emphasis is on the reason why the purchase is a good investment.

Another motivator which we can use in our copywriting in persuading them to buy is the element of fear.

People fear of losing an opportunity or money.

They fear of losing independence, happiness, friends and families.

Identify a fear or Desire

In addition, tell the prospect what you are going to do for him.

What benefit you have for him that will fulfill his desire.

Then, cement the desire by letting your prospect picturing himself reaping the benefits.

Copywriting is seen everywhere and there are different types of techniques.

To illustrate, it may include headlines, emails, banners, slogans, commercial scripts, press releases and you can find it also on billboards, brochures, online sites and other advertising media.

The key to your copywriting success is to hook the prospect with a great headline(Attention).

In writing the headlines for example, try to limit the headline to 5 to 8 words.

Catch the attention of the reader by providing a basic promise of benefits.ex: lose 15 kgs in 7 days.(you tell the reader what it is going to do for him).

Building Interest of the Reader

Furthermore, now that you have your headline, your sub header should emphasize the headline and entice the interest of the reader to continue reading your ad.

Show to him how he is going to achieve those benefits.

RelatedCopywriting as a job: How to start with no degree

Then, through images and emotive exciting words such as ‘awesome, amazing, splendid “or repetitive words creates the interest and desire to buy.

Always keep reminding your prospect at what you’re going to do for him.

Back up everything with proofs and testimonials.

Asking Your Reader To Take Action

Moreover, tell your reader to buy (ACTION).

Remember your aim is to make the reader feel confident that you can help him.

Collect all persuasive arguments (features and benefits). Most important ones comes first.

Provide proof of credibility and get them to take action.

Examples of Headlines

Below are some few examples of headlines and sub-headlines as well as some power words which you can use;


How to……………

How to Choose………

Beginner’s Guide to………..

What to do if………….

Ideas to……………………

Reasons why…………………

Steps to………………….

Tricks to ……………….

Secret ways to…………….

Discover how to……………..

Do you have interest in…………..


  • Amasing
  • Awesome
  • Blown away
  • Booming
  • Boost
  • Competitive
  • Confidence
  • Deal
  • Easy
  • Expert
  • Fantastic
  • Friendly
  • Grab
  • Greatest
  • Hassle

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