Here’s something for your swipe file:
Attention. Interest. Desire. Action.
Copywriters talk about this formula all the time… because it works. And we found two social ads that leverage it beautifully.
Example #1 – The Rudy Mawer ad
Let’s start with this ad by Rudy Mawer.
Attention
The ad grabs it twice. First, the image grabs attention with bright colors and a large headline: “New strategy averaged 109 buyers a day.” Then the first two lines in the ad description grab it again.
Interest
“This is designed for busy high ticket coaches, consultants, agencies & entrepreneurs…” This part creates interest. The prospect thinks, “Oh, this is for me.”
Desire
The part from “There’s no need to have dozens of email campaigns” to “It lowered my “cost per booked call” from an average of $321.51… Down to just $49.48! ” creates desire by promising less work and more money.
Action
“At the very least, you need to see the results I achieved on the next page…” Now that the ad has captured your attention and interest, and aroused your desire, it asks for action by getting you to click through.
Example #2 – Snow Teeth Whitening
Here’s another great social media ad for Snow Teeth Whitening.
Attention and Interest
The video thumbnail arrests attention and incites interest by featuring a woman’s bright smile and a gossip-style headline.
Desire
The video demonstrates the product’s effectiveness and results. Who wouldn’t want whiter teeth after this?
Action
The video ends with a “learn more” call-to-action (CTA). We think this CTA would have been stronger if it were the same as the “Shop Now” CTA below.
A quick note…
Note: You don’t need to use AIDA linearly. You can grab attention more than once and even combine elements like interest and desire or attention and desire the way these ads do.
How will you use AIDA in your ads?
