Copywriting: Structure the Body Using the AIDA Model

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The Structure of Body Copy

Now that we've covered how to write the headline and introduction, let's move on to structuring the rest of your copy.

Obviously, I can't tell you exactly what to write word for word because I don't know what topic you want to cover, but I can explain how to organize your content so that it guides the reader from beginning to end.

The principle is the same for any piece of copywriting.

To write your body copy, you can use the AIDA model, which helps you understand what to communicate at each stage of your text (source: "My Go-To Copywriting Templates, As a Marketer With 20 Years of Experience," HubSpot).

Let's take a closer look at how it works.

What Is the AIDA Model?

AIDA is an acronym that represents four stages of persuasive communication:

1. Attention: Start by capturing the reader's attention.
2. Interest: Once you've captured their attention, spark their curiosity and give them a reason to keep reading.
3. Desire: After generating interest, demonstrate the value of what you're promoting to increase the reader's desire to buy it.
4. Action: Encourage the reader to take a specific action through a Call to Action.

How to Use AIDA to Structure Your Copy

Attention

The opening lines of your body copy must give readers a reason to keep reading, so you have to make it immediately clear why what you're about to tell them might matter to them.

One effective way to do this is to start with a problem your reader knows well.

People tend to pay more attention to information they perceive as important to their own circumstances, so when a message addresses something we're personally experiencing, we're more likely to consider it relevant (source: "Personal Involvement as a Determinant of Argument-Based Persuasion," American Psychological Association).

Interest

Once you've captured the reader's attention, you have to give them a reason to keep going.

At this stage, you need to explore the topic you've introduced in greater depth and show why it matters to them.

One useful technique is to provide information that helps readers better understand the problem while gradually satisfying the curiosity you created in the opening lines.

For example, if you started your introduction with a question, you can develop the answer through an explanation that guides the reader toward a conclusion.

You don't have to withhold information to force people to keep reading; instead, you need to make sure that every part of your copy adds something useful.

This approach draws on the psychological principle behind our desire to understand what we don't yet know.

Curiosity can motivate people to seek information when they perceive a gap between what they already know and what they want to know (source: "The Psychology of Curiosity: A Review and Reinterpretation," Carnegie Mellon University).

Desire

Now the reader needs to understand why what you're promoting could be a good solution for them.

This is where you have to turn interest into desire.

To do that, you need to translate product features into benefits by explaining how those features will make a concrete difference in the reader's life.

Why?

Because people evaluate purchasing decisions primarily based on the outcomes they expect to achieve.

And when you can demonstrate those positive outcomes through verified and verifiable testimonials, you add tremendous value to your offer, making it even more desirable (source: "The Yelp Factor: Are Consumer Reviews Good for Business?," Harvard Business School).

That's why it's important to help readers visualize what their lives could look like after making the purchase.

You can do this by describing a real, positive change in the reader's life, but that change must obviously be believable.

Don't promise results you can't guarantee, and don't present every product as though it could completely transform the life of anyone who buys it.

Action

The final stage involves encouraging the reader to take a specific action through a Call to Action (CTA).

Your CTA must be clear and highly specific because readers need to understand immediately what they have to do and what they can expect after taking the requested action.

Avoid creating unnecessary pressure; if you use a limited-time offer or highlight limited availability, you must make sure those conditions are genuine.

Examples of Body Copy Built Around the AIDA Model

The following examples show how to apply the AIDA model to three types of businesses.

Each piece of copy follows the same progression but adapts the message to the product or service being promoted.

Example 1: A Neighborhood Gym

[Attention] Do you promise yourself every week that you'll start working out, but between work and your daily responsibilities, you always end up putting it off? [Interest] With a workout program tailored to your needs, you can start with shorter sessions and still achieve tangible results. [Desire] At our gym, a trainer will help you create a workout plan that fits your schedule, allowing you to exercise more consistently without having to completely rearrange your day. [Action] Book a trial session and discover how to fit exercise into your routine.

Example 2: A Professional Laundry Service

[Attention] The weekend should be your time to relax, yet you always end up spending it doing laundry and ironing clothes. [Interest] But washing your clothes is only part of the job because you also have to wait for them to dry and find the time to iron them. These tasks can take up several hours of your week. [Desire] We've developed a laundry service that lets you drop off your clothes and pick them up clean and ironed, giving you more time to spend doing the things you actually enjoy. [Action] Stop by our laundry shop and discover which service best suits your needs.