AIDA Formula for Sales Copy

AIDA is a marketing acronym and formula describing a sequence of events your sales copy or sales letters should follow for maximum success. The formula is easy to follow and remember:

A – Attention. Create a headline or other element to attract and capture the attention of your reader.

I – Interest. Get your client involved with the message by focusing on and demonstrating the advantages of using your service (instead of just listing features). Benefits, and more so what they get from that benefit, are why your prospects buy.

D – Desire. Build desire by making your offer irresistible, such as including bonuses, your guarantee and the urgency of the offer.

A – Action. The end goal is leading your prospect or reader towards taking action by inquiring or purchasing (depending on the nature of your offer).

Some modern marketers are also including an additional “S” at the end of the formula for Satisfaction. But I think the “S” should really be a “$”, since satisfied customers buy more, and are more likely to give referrals to friends, family and colleagues.

So there you have it, one of many, very simple formulas to follow when crafting and creating your sales letters.

Brian Farrell is a coach, helping clients achieve their personal and professional goals. He's also the creator of the "QA2 Method". For more about Brian, visit