Status:: #🌱 Tags:: Links:: [[Online Writing MOC]] ___ # AIDA  *Photo by [Kenny Eliason](https://unsplash.com/@neonbrand?utm_source=Obsidian%20Image%20Inserter%20Plugin&utm_medium=referral) on [Unsplash](https://unsplash.com/?utm_source=Obsidian%20Image%20Inserter%20Plugin&utm_medium=referral)* You might be thinking, why is there a dollar bill above? It's my attention-grabbing device, the first step of Legendary Copywriter Gary C. Halbert's framework for writing great copy. Using his framework, AIDA, Gary Halbert made millions over his career. Wanna learn yourself? AIDA stands for: - Attention - Interest - Desire - Action The first step is to grab the reader's attention. That's what I did up above with the dollar bill. Next: After you have their attention, you build interest by explaining how the attention-grabbing device you use is relevant. This is essential. If you don't make your attention-grabbing device relevant, the reader feels cheated. Then... Thirdly, you create desire. Describe the benefits the prospect gets if they buy your product or service. Vividly describe it so the prospect creates a picture in their mind. Finally: Give the prospect a call to action. Be very clear and very specific about what you want the prospect to do. Tells them where the order coupon is, how to fill it out, and how to enclose the payment. Change what you say for whatever you are selling. ### PCAN: The Compliment of AIDA Another framework I find complementary to AIDA is [[PCAN]] which stands for problem, cause, answer, net benefits.