skills/writing-strategy/references/attention_interest_desire_action_aida.md

# Attention → Interest → Desire → Action (AIDA) / 주목 → 관심 → 욕구 → 행동

- English name: Attention → Interest → Desire → Action (AIDA)
- Korean name: 주목 → 관심 → 욕구 → 행동
- Selection category: persuasion
- Use when: Use for marketing, campaign, launch, or advocacy writing that must move readers toward action.
- Avoid when: Avoid when the piece needs balanced analysis rather than conversion.

## Writing Pattern

**Use a fixed four-part structure and allocate sections accordingly**

- **Attention**: A striking message or problem statement that grabs attention
- **Interest**: Information, background, or empathy-building context that sustains interest
- **Desire**: Emphasize benefits that create a strong desire in the reader
- **Action**: A concrete call to action (CTA)

**Each major section should include**

- Section heading
- Core paragraph purpose (1–2 sentences)
- The overall flow should draw the reader in step by step, ending with a clear, actionable request.

## Example Writing Outline

1. **Last Year, 1 in 2 Customers Left**: Average churn was 45%, and 70% of churners quit within the first week. (Attention)
2. **Why Did They Leave?**: The main causes were complex UI and slow load times, concentrating churn in the first-time experience. (Interest)
3. **A Better First Impression in 3 Steps**: Shortening onboarding and adding personalization increased satisfaction by an average of 32%. (Desire)
4. **Act Now**: We will pilot the onboarding improvements next week and move to full rollout based on feedback. (Action)

## Writing Notes

- In the Attention stage, use messages that deliver a strong impression or shock.
- Interest should build empathy and clarify background and problem context.
- Desire should stimulate both emotional and logical appeal; benefit-led persuasion is especially effective.
- Action must specify exactly what to do now, including a clear CTA.
- Keep transitions smooth so the emotional arc feels natural from section to section.