AIDA is 127 years old. It still works.

In 1898, E. St. Elmo Lewis published a four-letter framework for salesmanship:

Attention → Interest → Desire → Action.

127 years later, every high-converting page on the web follows the same sequence. TikTok ads. Cold emails. Sales calls. Even Nobel-level lectures.

Why it works

Because the human brain still works the same way it did in 1898. We can't want something we don't notice. We can't consider something that doesn't interest us. We can't buy something we don't desire. We can't act without a reason.

Where each step breaks

• Attention. Lost in 1.2 seconds on TikTok, 8 seconds on a landing page. Fix: a specific, opinionated headline.
• Interest. Lost if the next sentence is generic. Fix: a sub-headline that names the dream outcome.
• Desire. Lost if you don't show it working. Fix: a case study, a screenshot, a number.
• Action. Lost if there's friction. Fix: one CTA, no signup wall, no "learn more."

AIDA vs PAS vs BAB

• AIDA is the universal structure. Use it for any conversion.
• PAS (Problem → Agitate → Solution) is for cold outreach where the prospect is unaware.
• BAB (Before → After → Bridge) is for case studies and testimonials.

Pick the right one for the channel and the audience. They're all variants of the same idea.

The BAZ Empire take

The Hub's Library has all three frameworks with templates. The Studio Pro generator lets you pick the model before drafting. The Audit scores your existing copy against the right one.

Try the audit: [/leads](/leads).