Have you heard? AIDA’s dead. Well she, or he, or it is if you believe some copywriters. AIDA is an invaluable acronym that has underpinned copywriting for as long as I can remember – and for decades before that too. The name comes from the first letters of the words Awareness, Interest, Desire and Conviction. It’s a handy model for structuring anything from a sales letter to a webpage. Copywriters in Cheltenham use it, copywriters in Sweden use it and copywriters everywhere else in the world use it. If you’re not using it you should be. AIDA is the de facto standard for leading a reader through a piece of copy from headline to call to action.
Recently, as I’ve read various copywriting texts, I’ve discovered writers putting the case for variations on AIDA: it’s as if they’re announcing her/his/its death as they introduce the idea of AIDCA (Awareness, Interest, Desire, Conviction, Action) or AIDRA (Awareness, Interest, Desire, reason, Action) like successors to the throne of well-structured marketing copy. Personally, I feel that Messrs Maslen and Gabay respectively may be complicating things a bit. They’re both super-accomplished writers, senior statesmen of the UK copywriting scene, but I believe that original and simplest remains best.
AIDA works, and the Desire section can easily encompass conviction and reason. I can use conviction to generate desire or give a persuasive reason perfectly easily within that all-embracing D for Desire. Why complicate things. Methinks that sometimes people just like to create something new and proprietary to be different. Just a thought…
And then, just to complicate things further, when you read up on who first created AIDA, someone comes along and suggests that the first occurrence was actually different again – AIDC, or Awareness, Interest, Desire and Conviction. That would be Frank Hutchinson Dukesmith, editor, in 1904, of Salesmanship. Maybe AIDA was an imposter after all?
Anyone got any more ideas on the subject? Post a comment and a suggestion if you can track AIDA’s birth back to before 1904! Or if you know another variation on this acronym.