Did you know that by 2026, the job market for copywriters will grow by 7.6%? So, if you want to be a part of it, the time is right now. First, however, you have to master the craft of copywriting if you want your presence felt. You have copywriting formulas that can help you churn compelling copies faster and get more conversions. But for that, you must become a pro at all the formulas. One such framework is the AIDCA, a variation of the famous AIDA copywriting formula.

You are at the right place if you want a detailed look at it. In this blog post, we’ll discuss the formula with an example.

So, stay tuned!

What Does AIDCA Stand For?

AIDCA is an acronym that stands for Attention, Interest, Desire, Conviction, and Action.

It is a useful copywriting framework for marketers and advertisers who want to communicate their message to potential customers effectively. 

Attention refers to the ability to capture the attention of its intended audience. 

Interest is how well the message engages its intended audience and encourages them to learn more. 

Desire is the emotional connection between the message and its intended audience. 

Conviction is the ability of the message to convince its audience that they should take action.

Action is the desired outcome of the message—what the advertiser or marketer wants their audience to do after reading the copy.

AIDCA can be a potent formula for creating effective marketing campaigns if used correctly.

How Does the AIDCA Copywriting Formula Work?

The Attention, Interest, Desire, Conviction, Action (AIDCA) copywriting formula is a powerful way to write compelling copy. The formula encourages writers to take their readers through a journey, outlining the steps required to take action.

As you have seen already, it has 4 steps. Let’s take a look at them in detail,

AIDCA Copywriting Formula


First, copywriters need to grab the reader’s attention. This is possible with an attention-grabbing headline and an intriguing opening paragraph. It should be something that catches the attention and sparks curiosity.


Once you grab the reader’s attention, the writer needs to build interest. You can do this by introducing the product or service with features and benefits that appeal to the reader. They need to understand why the product or service is required and how it will benefit them.


The next step is to create a desire for the product or service. This is possible by painting a picture of the end result the reader will get after using the product or service. The reader needs to understand why they should want it and how it will make their life better.


The fourth step is to build conviction. You can do this by providing evidence for why the product or service is the best choice for the reader. This could be case studies, reviews, testimonials, and more.


Finally, the writer needs to ask for action. This is possible by using a strong call-to-action to encourage the reader to take the next step and purchase the product or service.

Overall, the AIDCA formula is a great way to write compelling copy that encourages readers to take action. By following these steps, writers can create more effective copy that will convert more leads.

How Is The AIDCA Formula Different From The AIDA Formula?

The AIDCA formula is a variation of the popular AIDA copywriting formula. 

The difference between AIDA and AIDCA is conviction. Otherwise, both formulas are the same. To get the conviction step right, you must provide customer reviews, guarantees and enough social proof to the reader. In a way, you must reassure the reader that what they are doing is right. This is helpful when trying to convert cold leads who don’t know about your brand and have no idea of your offering. Once you can deal properly with the attention, interest, desire, and action part and convince the reader to convert, you win.

When To Use AIDCA Copywriting Formula?

The AIDCA copywriting formula helps you organize your thoughts, develop your copy, and create more compelling and persuasive content. 

When should this formula be used? It is most effective when you want to create a compelling argument or “sell” a product or service. 

First, draw the readers to your message. This could be through an eye-catching headline or a visual. 

You can then capture the reader’s interest and lead them to explore your copy further. Use desire to highlight the benefits of your product or service and how it can help them. Then use conviction to provide evidence and help build a strong case for your offer. Finally, use a call to action, prompting the reader to take the next step. 

When used correctly, the AIDCA copywriting formula can effectively create persuasive content. It provides a logical structure, helping writers organize their thoughts and create effective and engaging copy.

Example Of The AIDCA Copywriting Formula

AIDCA formula in action 

AIDCA formula in action

When the potential customer starts with a search result, the headline above captures their attention, and the ad copy makes them interested. 

AIDCA formula in action

Clicking on the ad opens the landing page above. The headline ‘Send Better Email’ helps build desire because that’s what the reader wants. 

AIDCA formula in action

Next up is the conviction and the attempt to drive action. Anyone would be willing to sign up after knowing that 10 million people are already using it. The CTA is clear enough here. 

So, that’s how the copywriting formula works. 


Popular Copywriting Formulas To Use

Here are some of the most popular copywriting formulas that you can find in most copies.

1. AIDA Copywriting Formula

The Attention, Interest, Desire, Action Copywriting Formula (AIDA) is one of the most widely used models for creating effective marketing content. This formula helps marketers craft persuasive messages that capture customer attention, spark customer interest, create customer desire, and inspire customer action. By following the AIDA model, you can effectively communicate your message so that it resonates with the customer. 


The first step in creating a marketing message is to grab the customer’s attention with a compelling headline or image. This could be a useful statistic or a catchy phrase that will cause the customer to stop and pay attention. 


The message should provide enough detail to spark the customer’s interest and further engage them. Providing the customer with enough information to trigger a response and create curiosity is essential. 


Once you generate interest, the third step is to create desire. You can highlight the product benefits, describe the customer’s experience, or provide customer testimonials. 


The fourth step is to give the customer a call to action. This could be a promotional offer, a link to a product page, or a webinar signup. By following the AIDA formula and incorporating these steps, marketers can create effective marketing content that resonates with customers and encourages action.

2. BAB Copywriting Formula

The Before-After-Bridge Copywriting Formula is a useful tool for marketers to help craft compelling messages. It’s based on the idea that by first showing what life was like before, then showing what life is like after, and then closing with a bridge to the product or service, you can capture the attention of your audience and keep them engaged in your story. 

When executed correctly, the Before-After-Bridge Formula can be incredibly effective. 

For example, say you’re trying to sell a fitness program. You could start by describing how people felt before trying the program, focusing on their frustrations and lack of motivation.

Then, you could show how much better they feel after taking the program and how it has changed their life for the better. 

Finally, you could bridge the program by conveying its benefits and why it’s the best choice for anyone looking to make a lifestyle change. By using the Before-After-Bridge copywriting formula, marketers can create powerful and persuasive messages that capture their audience’s attention and make them more likely to take action.

3. PAS Copywriting Formula

Problem-agitate-solve is a copywriting formula that businesses, marketers, and writers can use to craft persuasive messages. It helps to grab attention and stir emotion from readers, allowing them to connect with the message and have an emotional response. 

This formula starts by presenting the problem and then agitating it by highlighting its negative impacts for the reader. It then provides the solution, which is the product or service you’re offering.

The goal is to present a clear, easily digestible solution, so the reader can quickly understand and act on the message. This formula can be very effective, as it helps show readers how a product or service can help them to solve their problems. It also evokes emotion, which helps create a sense of urgency in the reader. By using the problem-agitate-solve copywriting formula, you can create persuasive messages that are likely to help you reach your sales goals.

4. The 4 C’s Copywriting Formula

The 4 C’s copywriting formula is a well-known formula used by professional writers to ensure the content they create is compelling and persuasive. The 4 C’s – clear, concise, compelling, and credible are characteristics of good copywriting. 

Clear – Clarity ensures the message is clear and easy to understand. 

Concise – Conciseness is about eliminating unnecessary words and phrases from your copy, leaving only the most important ones. 

Compelling – Try to make the copy persuasive for the reader, and you can do that by making it resonate with the target audience. Again, make an effort to address the pain point.  

Credible – It is about proving to the reader why your product or service is the best choice for them and why they should trust you. 

The 4 C’s are a great way to ensure your copy is effective, succinct, and able to motivate your target audience. Therefore, when writing a copy, it’s important to think about each of the 4 C’s and how you can incorporate them into it. 

Start Using the AIDCA Copywriting Formula To Craft Compelling Copies

So we have seen that the AIDCA copywriting formula helps get the reader to take swift action. You won’t have to start from scratch each time you sit to write. As you read above, Attention-Interest-Desire-Conviction-Action is the variation of AIDA that works well for marketing and ad copies. It gives a logical structure to copies and can be your go-to framework. Try using it in your copies and see how well they turn out. And when you start witnessing conversions, don’t forget to thank us! 


1. What is the AIDCA framework?

AIDCA is a copywriting formula that stands for Attention, Interest, Desire, Conviction, and Action. It is a good variation of the AIDA formula and is quite effective in getting the reader to take intended action.

2. What makes AIDCA different from the AIDA copywriting formula?

The difference between AIDA and AIDCA is conviction. Otherwise, both formulas are the same. To get the conviction step right, you must provide customer reviews, guarantees and sufficient social proof to the reader.

3. How does AIDCA work?

First, draw the readers’ attention. You can then capture the reader’s interest. Use desire to highlight the benefits of your offering & how it can help them. Then use conviction to provide evidence. Finally, use a CTA, prompting the reader to take the next step.