AIDA: Attention, Interest, Desire, Action
AIDA is a four-stage persuasion framework — Attention, Interest, Desire, Action — used across sales scripts, cold emails, ads, and landing pages.
What is AIDA?
AIDA was first articulated by Elias St. Elmo Lewis in 1898 and remains the most widely-used persuasion model in sales and marketing. Every cold email, sales script, and ad creative implicitly follows its arc.
Frequently Asked Questions
- What does AIDA stand for in marketing?
- Attention, Interest, Desire, and Action.