AIDA

AIDA is a classic model of the perception funnel: Attention (attention), Interest (interest), Desire (desire), Action (action). The idea is that the client goes through these four stages sequentially, and at each he needs something different.

AIDA is useful as a skeleton for advertising text or sales script. The headline catches attention, the first paragraph sparks interest, the block with benefits and evidence creates desire, and the CTA closes on action. If a stage is missed in the text, conversion usually drops there.

The model is more than a hundred years old, and it should be treated as a checklist, and not as a law. The real customer journey is non-linear: he leaves, returns, compares. But as a quick check to see if this creative has everything, AIDA still works.