AIDA Framework
| Stage | Goal | Technique |
|---|
| Attention | Stop the scroll | Bold headline, surprising stat, provocative question |
| Interest | Keep them reading | Stories, specific details, relatable problems |
| Desire | Make them want it | Benefits over features, social proof, scarcity |
| Action | Get the click | Clear, specific CTA — "Start free trial" not "Learn more" |
Headline Formulas
| Formula | Example |
|---|
| How to [achieve X] without [pain] | "How to Ship Quality Code Without Slowing Down" |
| The Secret of [desirable outcome] | "The Secret of Landing 10 Interviews in 7 Days" |
| [Number] Ways to [result] | "7 Ways to Cut Your Cloud Bill in Half" |
Power Words
| Category | Words |
|---|
| Curiosity | Secret, hidden, little-known, surprising, unusual |
| Urgency | Now, limited, today, before, deadline, last chance |
| Trust | Proven, guaranteed, backed, research, results |
Pro Tip: People don't read copy — they scan it. Your headline must stop the scroll. Your first sentence must make them read the second. Every sentence is a bridge to the next.