Every year, new trends in marketing pop up.
AI copy generators.
Short-form video hooks.
Endless “hacks.”
But here’s the thing most people forget: human psychology hasn’t changed.
That’s why one copywriting structure from nearly a century ago is still outperforming in 2025.
It’s called AIDA:
Attention – Start with a hook so strong they can’t ignore it.
Interest – Agitate the problem or paint the opportunity.
Desire – Show the transformation or proof that it works.
Action – Make it easy to take the next step.
It’s simple, but it works everywhere:
In ad copy → The scroll-stopping headline, the relatable problem, the product solution, the click-through.
In email → The subject line grabs, the story builds, the proof sparks desire, the CTA gets the click.
In landing pages → Hero headline, benefit-driven bullets, testimonials, and the big shiny button.
Marketers who stick to this timeless structure don’t just keep up with the times—they stay ahead of them.
So next time you’re writing, instead of searching for the next big “hack,” try asking:
👉 Do I have all four steps of AIDA covered?
Chances are, if you do, your copy will work.
Quick favor: If you know a founder, marketer, or creator who could use this reminder, hit forward and send them this newsletter.
