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AIDCA is an extremely important sales and marketing principle to understand, although it’s one that doesn’t seem to be discussed as much as it should be. In fact, most small business owners have never heard of the acronym in my experience.


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Because of this, I wanted to write up a post that should help you get to grips with it – it really is something that can make a huge difference to the effectiveness of your direct response campaigns if you understand and apply it correctly.

Traditionally, AIDCA was a print copy writing term, although nowadays it also applies to most modern marketing processes too (as we’ll discuss below). These include:

  • PPC (pay-per-click)
  • SEO (search engine optimisation)
  • Email marketing
  • Landing pages

Before we look at a couple of examples, let’s define the term and explore its meaning:

What does AIDCA stand for?

AIDCA is a sales and marketing acronym. It stands for the following:

  • Attention: First, grabbing the attention of your prospect
  • Interest: Then, peaking their interest in your product or service
  • Desire: Then, generating desire for your product or service
  • Conviction: Next, developing conviction within your prospect
  • Action: Finally, inspiring your prospect to take action