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After Bridge works because it establishes a connection between the writer and reader, which, in turn, becomes a foot in the
door for the rest of the copy.
After making that connection, you show a solution … of what would be appealing to readers. After the bridge showing how
your solution gets them from Point A to Point B, if you’ve done your customer research before writing content, your Before
section will grab your audience’s attention with a relevant pain point.
Copywriting formula #4: Attention, interest, desire, action (AIDA)
AIDA—Attention, Interest, Desire, and Action—is one of the oldest copywriting formulas. Like the formulas above, it calls on
the writer to: get the reader’s attention with persuasive writing; attract the reader’s interest in the related product or
service; make that reader desire the product or service; and, in the end, call on the reader to take action.
If you’re looking for a good example of this copywriting formula, look no further than tech giant Apple, which uses AIDA
throughout its website to encourage consumers to join—and expand their presence in—its product ecosystem.
