How to use the AIDA model to develop your learning content

While the world of business continues to develop at an exponential rate thanks to a combination of new techniques and technology, there are occasions where traditional models are still king. The AIDA model is undoubtedly one of the best. When used with a modern twist, it can completely transform your approach to content writing and online course creation.

Here’s all you need to know as an education and entrepreneur.

What is the AIDA model?

AIDA is a traditional marketing strategy that was first developed at the end of the 19th century by American businessman Elias St. Elmo Lewis. It focuses on the principles of guiding potential leads down the path to conversion, creating a consumer journey that is built to generate conversions and retention.

The acronym itself originally stood for (A)ttract awareness, maintain (I)nterest, create (D)esire, and get (A)ction. It has since been simplified to:

  • Awareness: This is the point where a consumer becomes aware of the brand, whether that be through single interaction or exposure to multiple ads until they take notice.
  • Interest: This is the stage at which a consumer or B2B client is actively interested in what the selling company has to offer, even if they are undecided about making a purchase.
  • Desire: This is the phase of the consumer journey where the lead is actively preparing themselves to make a purchase. They will be looking at the product and thinking about the price.
  • Action: This is arguably the most important step of the consumer journey and is where a lead becomes a converted sale. The action could also mean joining a newsletter, arranging a consultation, etc.

But while it is primarily associated with standard advertising campaigns, its benefits can now be seen in the online content writing and course creation arenas too.

Using AIDA to improve your course creation

Marketing campaigns are still relevant, but the fact that 70% of consumers prefer to discover brands through content rather than ads cannot be ignored. Integrating the AIDA model into your course creation and content writing can, therefore, target leads in a modern environment by using a tried and tested philosophy that will get results.

The benefits of introducing AIDA to your writing, especially if you sell education as a service, are clear: it allows you to ensure that your online content cannot be ignored while additionally focuses on building stronger connections that will retain their attention. Crucially, without explicitly promoting a product, it’s a process that will keep leads moving along the path to conversion.

To produce great content, you must consider the reader’s mindset and intent at all times while simultaneously providing the value that will sustain their engagement. Here are some key steps to remember at each stage:


  • Keep content personal to your audience.
  • Tease consumers with an intriguing headline or opening that creates curiosity.
  • Use urgency that makes them want to read now – if they move on, they may never return.


  • Introduce and answer pain points to strengthen the bond.
  • Focus on storytelling because people still buy from people.
  • Include stats, humour, and other tools that appeal to your audience.


  • Be persuasive in your choice of language.
  • Show how the content adds value to their career or life.
  • Set your business out from the crowd.


  • Introduce urgency.
  • Focus on clear actions.
  • Use engaging CTAs.

Given that AIDA is essentially a mind tool that focuses on influencing a user’s thought process, it should be no surprise to know that learners can benefit from it too. However, using the principles of AIDA when writing your course content can deliver further benefits, including but not limited to:

  • It makes learners want to learn.
  • Learners gain the urgency to complete their training far sooner.
  • Learners will gain a better understanding of the reasoning behind training processes.
  • The clarity of the ‘action’ phase will breed greater results.


AIDA has played a central role in business for over a century, and continues to guide marketing teams whether they realize it or not. By introducing it into the modern marketing methods of content writing, as well as course creation, your business can leverage even greater success from its effective principles.

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