AIDA vs AIDCA Copywriting Frameworks: What Converts Now

Look:

Most copywriting advice is junk.

It’s based on theory from the 1920s. Not what actually converts today.

So if you want a copywriting framework that turns readers into buyers, you’ll love this guide.

It’s a deep dive into AIDA vs AIDCA.

And I’ll show you exactly which one to use when. Let’s break it down together.

What is AIDA?

AIDA is one of the oldest and most popular models in marketing.
It stands for Attention, Interest, Desire, and Action.

Here is what each step means:

Attention: Get your reader to stop scrolling or listening.
Interest: Make them curious to learn more.
Desire: Help them want what you are offering.
Action: Ask them to take the final step, such as buying or signing up.

Example of AIDA copywriting framework:

Imagine you are promoting an ayurvedic sleep tea.

Attention: “Tired of restless nights?”
Interest: “Our herbal tea helps you sleep naturally with ashwagandha and tulsi.”
Desire: “Picture yourself waking up fresh and relaxed every morning.”
Action: “Order now and get 15% off till tonight.”

Real-World Example (AIDA):

Imagine a landing page for a fintech app like Zerodha.

(Attention) Headline: Stop Paying High Brokerage Fees.

(Interest) Subheading: Are hidden charges and high commissions eating into your investment returns? Most Indian traders lose thousands per year without even realizing it.

(Desire) Body: Get ₹0 brokerage on equity delivery and a flat ₹20 for intraday trades. With our clean, super-fast Kite platform, you can execute trades in seconds. Join 1 Crore+ investors who are building their wealth, not paying extra fees.

(Action) Button: Open Your Account in 5 Minutes

See how that works? Simple. Direct. Effective.

But there’s a problem.

Why AIDA Fails Today

AIDA is solid.

But it was created when there was less competition. And MUCH less skepticism.

Today, your customer is smarter. They have options.

In fact, a 2024 study by a leading Indian digital marketing agency showed that 78% of Indian consumers research a product online before buying.

They read reviews. They compare features. They look for proof.

And that’s where AIDA falls short. It doesn’t have a built-in step for proof.

This brings us to…

AIDCA: The Modern Copywriting Framework (With a Crucial “C”)

AIDCA copywriting framework adds one more stage called Conviction between Desire and Action.

So it becomes Attention, Interest, Desire, Conviction, and Action.

“Conviction” is one powerful word that builds trust.

But how this one word turns a skeptical reader into a confident buyer.

See, the modern consumer, especially in India, operates on trust. They’ve seen the scams. They’ve heard the big promises.

Now, they want proof.

So, the letter “C” in AIDCA gives proof, reassurance, and confidence before asking for a final decision.

You can build conviction by adding customer reviews, testimonials, guarantees, or real examples.

How to Build Rock-Solid Conviction:

Using the same ayurvedic tea ad, the AIDCA version would look like this:

Attention: “Tired of restless nights?”
Interest: “Our herbal tea helps you sleep naturally with ashwagandha and tulsi.”
Desire: “Picture yourself waking up fresh and relaxed every morning.”
Conviction: “Trusted by more than 10,000 Indian users with a 4.8-star rating on Amazon.”
Action: “Buy now with a 30-day money-back guarantee.”

See the difference?

The Conviction step reduces doubt and builds trust before you ask for action.

Let’s Upgrade Our Zerodha Example to AIDCA Copywriting Framework:

(Attention) Headline: Stop Paying High Brokerage Fees.

(Interest) Subheading: Are hidden charges and high commissions eating into your investment returns? Most Indian traders lose thousands per year without even realizing it.

(Desire) Body: Get ₹0 brokerage on equity delivery and a flat ₹20 for intraday trades. With our clean, super-fast Kite platform, you can execute trades in seconds. Join 1 Crore+ investors who are building their wealth, not paying extra fees.

(Conviction) Proof Section:

Trusted by the Best: “As seen in:” [Logo of ET] [Logo of Moneycontrol].
Real User Review: “I switched from my bank’s demat account and the difference is night and day. Kite is unbelievably fast and I’ve saved a ton on brokerage.” – Priya K., Bengaluru.
The Numbers Don’t Lie: 4.5-star rating on the Play Store from 5 Lakh+ reviews.

(Action) Button: Open Your Account in 5 Minutes

Bottom line? The version with step ‘conviction‘ doesn’t just create desire. It crushes doubt.

AIDA vs AIDCA: The Key Difference

Let us compare both side by side.

In short, AIDA is perfect when people already trust your brand.

But it works better when they are still unsure or the product costs more.

Why AIDCA Works Better Now

Today’s customers, especially in India, are smarter and more informed.

Before buying, they check reviews, watch YouTube videos, and ask friends for advice.

Here is why this copy technique fits better in 2025:

Too much information online – People have become more careful. They do not believe every ad they see.
Need for social proof – Audiences love seeing real results, testimonials, or familiar faces.
High competition – When hundreds of brands sell the same thing, trust becomes the deciding factor.
Bigger decisions take longer – For online courses, tech products, or health items, people research deeply before buying.

So, by adding Conviction, you give them one more reason to say “YES“.

AIDCA Copywriting Framework Examples

1. D2C Skincare Brand

AIDA Version:

Attention: “Struggling with acne and dull skin?”
Interest: “Our neem and tulsi face serum clears skin naturally.”
Desire: “Get glowing skin in just two weeks.”
Action: “Buy now and get free shipping across India.”

AIDCA Version:

Attention: same as above
Interest: same as above
Desire: same as above
Conviction: “More than 15,000 happy customers rated us 4.9 stars on Nykaa and Amazon.”
Action: “Shop today with a 10-day money-back guarantee.”

The second version feels more believable, right?

2. Online Course

Let’s take an example of a digital marketing course.

Attention: “Still stuck at the same salary after three years?”
Interest: “Learn SEO, content, and ads from experts working with Indian startups.”
Desire: “Get the skills that can double your income in six months.”
Conviction: “Over 3,000 learners have already completed the course and shared real results.”
Action: “Enroll today at the early bird price.”

The Conviction step builds trust before asking for payment.

3. Social Campaign

Think of the Swachh Bharat Abhiyan.

Using AIDA, the campaign might look like this:

Attention: Posters showing dirty streets.
Interest: “Unclean surroundings spread diseases.”
Desire: “Imagine your city clean and beautiful.”
Action: “Join the local cleanliness drive.”

Using AIDCA, you can make it more effective by adding conviction:

Conviction: “Over 500 people in your city have joined the movement to make your city open defecation free. You can be the next change maker.”

That one sentence builds trust and hope.

So When Should You Use AIDA and AIDCA

Here is a quick guide to help you decide.

Use AIDA if:

The product is affordable and low risk.
The audience already knows and trusts your brand.
You want short and direct messaging.

Use AIDCA if:

The offer is new or high-value.
People need time or proof before deciding.
You are in education, SaaS, healthcare, or service sectors.

As India became one of the largest Startup hub, AIDCA works well for their product/service marketing.

Common Mistakes to Avoid

Forgetting the proof part when using AIDCA.
Using too many words in the Conviction section.
Making the Call to Action weak or confusing.
Adding fake reviews or overpromising results.
Ignoring the power of visual storytelling.

Always keep your copy simple, honest, and real.

Final Thoughts

Don’t argue on AIDA vs AIDCA. They are not competitors. They are tools for different situations.

If you are writing a quick ad for a ₹99 offer, AIDA works great.
If you are selling a ₹9,999 course or service, AIDCA is a must.

Because, trust is everything in modern business and A-I-D-C-A build exactly that.

That one extra Conviction step can make the difference between a scroll and a sale.

So, next time you write your ad or email, ask yourself:

Does my reader believe me? If not, add conviction — and watch conversions rise.

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AIDA vs AIDCA: What Works Now