There are many variants on AIDA, two of note are…

AIDCA – Adds ‘Conviction’ the formula

  • Attention
  • Interest
  • Desire
  • Conviction
  • Action

Conviction is about turning doubt into trust. This can be accomplished a few different ways, mainly through demonstrating that the results shown aren’t just about “taking our word for it”.

Testimonials // Endorsements // Statistics, Research // Demo // Guarantees – Inspire convention.

IDCA is pretty simple if you already have their attention; you don’t need to always beat the same drum.

For instance, if you’re running a marketing campaign and your grabbing their attention with an ad, your landing page may just need to build on that ad instead of grabbing the attention from scratch.

Here are more variants on the formula to consider:

Basic AIDA Model: Awareness Interest Desire Action

Lavidge et al’s Hierarchy of Effects: Awareness Knowledge Liking Preference Conviction Purchase

McGuire’s model: Presentation Attention Comprehension Yielding Retention Behavior.

Modified AIDA Model: Awareness Interest Conviction Desire Action (purchase or consumption)

AIDAS Model: Attention Interest Desire Action Satisfaction

AISDALSLove model: Awareness Interest Search Desire Action Like/dislike Share Love/ Hate.

These formulas are all very useful when you’re not sure where to go next in your writing.

The psychology behind each of these models are based on CAB: Cognition -> Affect -> Behavior. Basically get um to know ya, get um to ‘feel ya’, and get them to do… something.



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