A.I.D.A Model

• Attention: make the buyer aware of a problem they have
• Interest: the buyer becomes interested in solving their problem
• Desire: the buyer becomes interested in your solution to their problem
• Action: the buyer acquires your solution

e.g., Swiffer's ad:

• Attention: Traditional cleaning methods stir up dirt
• Interest: Dirt needs to be removed, not just moved
• Desire: Swiffer cloths collect dirt and can be thrown away
• Action: Find Swiffer in the household cleaning aisle

Ref:

• Published in Edward Strong’s The Psychology of Selling and Advertising
• The Anti-Amazon Alliance article from Stratechery's Ben Thompson