{"id":22227,"date":"2022-12-21T17:53:36","date_gmt":"2022-12-21T17:53:36","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=22227"},"modified":"2026-02-13T19:26:50","modified_gmt":"2026-02-13T19:26:50","slug":"aida-formula","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/aida-formula\/","title":{"rendered":"The AIDA Formula for Cold Email Copywriting: 5 Best Strategies to Close Deals"},"content":{"rendered":"<p>The AIDA formula is a\u00a0<strong>classic sales and marketing copywriting method<\/strong>. And, when it&#8217;s done right, it can move someone from a cold prospect to a customer ready to make a purchase&#8230; in a mere four sentences.<\/p>\n<p>In this article, we&#8217;ll cover strategies and best practices<strong>\u00a0to use the Attention-Interest-Desire-Action model for\u00a0<\/strong><a href=\"https:\/\/www.gmass.co\/cold-email\"><strong>cold email<\/strong><\/a>.<\/p>\n<p>And throughout the article we&#8217;ll share examples of the cold email AIDA model in action.<\/p>\n<p>Oh, and if you&#8217;re here because you were looking for info on the Giuseppe Verdi opera called\u00a0<em>Aida\u00a0<\/em>and\/or the Elton John Broadway adaptation&#8230; maybe you can use these templates to convince a wealthy stranger to buy you tickets next time one of those comes through town?<\/p>\n<h2>AIDA Formula: Table of Contents<\/h2>\n<ul>\n<li><a href=\"#definition\">What Does AIDA Stand For?<\/a><\/li>\n<li><a href=\"#attention\">1. Grab a prospect&#8217;s attention with personalization<\/a><\/li>\n<li id=\"definition\"><a href=\"#interest\">2. Build interest by showing your prospect how you&#8217;re going to solve their problem<\/a><\/li>\n<li><a href=\"#desire\">3. Build desire by with social proof\/results that are relevant to your prospect<\/a><\/li>\n<li><a href=\"#action\">4. Use urgency, scarcity, and an easy next step to spur action<\/a><\/li>\n<li><a href=\"#followups\">5. Send automated follow-ups that continue the &#8220;action&#8221; section<\/a><\/li>\n<li><a href=\"#takeaways\">AIDA Formula: Takeaways and Next Steps<\/a><\/li>\n<\/ul>\n<h2>What Does AIDA Stand For?<\/h2>\n<p>AIDA stands for Attention-Interest-Desire-Action. It&#8217;s a popular and effective <a href=\"https:\/\/www.gmass.co\/blog\/cold-email-copywriting\/\">copywriting<\/a> formula for nurturing a cold prospect into a warm lead.<\/p>\n<p>The AIDA copywriting formula is\u00a0<strong>based on the traditional sales funnel<\/strong>.<\/p>\n<p>The four-step process is:<\/p>\n<ol>\n<li><strong>Capture the prospect&#8217;s attention<\/strong>\u00a0to stand out from all the noise.<\/li>\n<li><strong>Build their interest<\/strong>\u00a0in what you&#8217;re offering.<\/li>\n<li><strong>Increase their desire<\/strong>\u00a0by making your offer too good to resist.<\/li>\n<li id=\"attention\">And compel them to\u00a0<strong>take immediate action<\/strong>.<\/li>\n<\/ol>\n<p>Here are the five keys to maximizing each portion of AIDA \u2014 as well as the follow-ups you send next.<\/p>\n<h2>1. Grab a prospect&#8217;s attention with personalization<\/h2>\n<p>There are two places in a cold email where you need to grab your prospect&#8217;s attention:<\/p>\n<ol>\n<li><strong>Subject line<\/strong>\u00a0(and possibly\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/preview-text\/\">preview text<\/a>, if you use it)<\/li>\n<li><strong>Opening line<\/strong>\u00a0of your email<\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.gmass.co\/features\/personalization-mass-emails\">Personalization<\/a>\u00a0is key \u2014 it&#8217;s a lot\u00a0<strong>harder for a generic subject and opening to catch someone&#8217;s eye<\/strong>. But not all personalization carries equal weight.<\/p>\n<p>The ideal form of personalization is\u00a0<strong>correctly recognizing your prospect&#8217;s specific need or problem<\/strong>.<\/p>\n<p>That&#8217;s far more important than showing off the data you&#8217;ve collected on the prospect.<\/p>\n<p>You\u00a0<em>can<\/em>\u00a0blend in your prospecting data in that process \u2014 but\u00a0<strong>identifying a problem outweighs reciting facts<\/strong>.<\/p>\n<p>For instance, compare these two attempts to get someone&#8217;s attention in a cold email:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22240\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified.png\" alt=\"The wrong way to get attention\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionwrongway3-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>versus&#8230;<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22239\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified.png\" alt=\"The right way to capture attention\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-attentionrightway3-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>I&#8217;ve received hundreds of versions of that first example, and I never respond. There&#8217;s a fundamental flaw in the approach.<\/p>\n<p>They&#8217;re mistaking data recitation and (obviously false) flattery for relevant personalization.<\/p>\n<p>This is also the problem into which most\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/cold-email-ai\/\">AI cold email line writers<\/a>\u00a0fall. Those use AI to cyberstalk (err&#8230; cyber respectfully investigate) contacts. But they personalize with biographical details, which isn&#8217;t the same as identifying a problem or need.<\/p>\n<p>The second subject\/opening pair features way less customer dossier info&#8230; but is\u00a0<strong>way more relevant<\/strong>. It shows an understanding of the business&#8217;s big problem and addresses them head-on.<\/p>\n<p>The next line of this email will then demonstrate how the cold emailer&#8217;s offer can fix the prospect&#8217;s January sales problem.<\/p>\n<p>(And hey, if you gauged the situation wrong and January\u00a0<em>isn&#8217;t<\/em>\u00a0a bad sales period for the business,\u00a0<strong>they probably wouldn&#8217;t be a good fit for your offer anyway<\/strong>.)<\/p>\n<h3>What if your attention-grabbing offer isn&#8217;t a solution to a problem?<\/h3>\n<p>Not every cold email focuses on solving a prospect&#8217;s problem.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/uses\/link-building-email\">Link building emails<\/a>, for instance, don&#8217;t\u00a0<em>really<\/em>\u00a0solve a prospect&#8217;s pressing problem. (Even if you try to frame them as &#8220;this link I&#8217;m suggesting will be great for your readers&#8221; \u2014 no one&#8217;s buying that.)<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/cold-email-academic\/\">Cold emails in academia<\/a>\u00a0asking for recommendations or to join a lab group are another situation where\u00a0<em>your<\/em>\u00a0need is far greater than the recipient&#8217;s.<\/p>\n<p>In those cases, you&#8217;ll need to get more creative with capturing your subject&#8217;s attention. While these methods aren&#8217;t\u00a0<em>quite<\/em>\u00a0as powerful as identifying someone&#8217;s problem, they also carry weight:<\/p>\n<h4>A genuine mutual connection<\/h4>\n<p>For example, when you went to the same college or have a mutual friend\/contact.<\/p>\n<h4>Real flattery<\/h4>\n<p>Don&#8217;t mention an old blog post and say how great it was. Show you\u00a0<em>actually<\/em>\u00a0read something the recipient is proud of (or listened to them on a podcast). Share the real value you got.<\/p>\n<h4>Humor, or a deep cut personal reference<\/h4>\n<p>Check out the recipient&#8217;s social media and call out something you find in a humorous or insightful way.<\/p>\n<p>For example, here at GMass, we all put our most embarrassing pop culture love in our\u00a0<a href=\"https:\/\/www.gmass.co\/about-us\">about us bios<\/a>. Mine is\u00a0<em>Miss Congeniality 2: Armed and Fabulous<\/em>. A freelance writer reached out to me asking if I was hiring and made a joke about that movie. I didn&#8217;t have a work opportunity for her at the time, but because the joke caught my attention I checked out her portfolio. It was strong. And I&#8217;ve since recommended her to a friend who runs content at another company. If she hadn&#8217;t included the joke in the email, I know I wouldn&#8217;t have remembered her to make that recommendation.<\/p>\n<h4>Offer something of value, like buying them a coffee<\/h4>\n<p>If your offer can&#8217;t solve a pressing problem, you\u00a0<em>could\u00a0<\/em>boost the offer with a gift. For instance, you could say you&#8217;ll use DoorDash to send them a coffee for a Zoom &#8220;coffee meeting&#8221; with you.<\/p>\n<p>Ultimately,\u00a0<strong>you need to find\u00a0<em id=\"interest\">something<\/em>\u00a0to stand out in a sea of email and get a prospect&#8217;s attention<\/strong>. And yes, all these techniques take time (and\/or money). But won&#8217;t that extra time be worth it when your reply rate goes from 0% to 30%, 50%, 70%, or even 100%?<\/p>\n<h2>2. Build interest by showing your prospect how you&#8217;re going to solve their problem<\/h2>\n<p>Now that you&#8217;ve got a prospect&#8217;s attention, it&#8217;s time to build their interest.<\/p>\n<p>And\u00a0<strong>the best way to do that is by offering a clear solution the problem you just presented<\/strong>.<\/p>\n<p>Here are examples of the wrong way and right way to build interest.<\/p>\n<p>In the example with the wrong approach, we&#8217;ll present our app but do so in a way that&#8217;s:<\/p>\n<ul>\n<li>Generic<\/li>\n<li>Not directly related to solving the problem<\/li>\n<li><em>And<\/em>\u00a0focused more on us than the prospect<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22230\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified.png\" alt=\"The wrong way to build interest with the AIDA cold email method\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestwrongway-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>Compare that to the better approach:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22231\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified.png\" alt=\"The right way to build interest with the AIDA formula\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-interestrightway-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>The second version shows\u00a0<strong>exactly how your offer will solve the problem<\/strong>. There are\u00a0<strong>no vagaries<\/strong>; the line &#8220;keep your numbers up (or even grow them!)&#8221; isn&#8217;t something people are used to seeing in emails.<\/p>\n<h3>Other ways to build interest in a cold email<\/h3>\n<p>Showing how you can solve a prospect&#8217;s problem is a fundamental part of building interest \u2014 but it&#8217;s\u00a0<strong>not the only way<\/strong>.<\/p>\n<p>Some other options include:<\/p>\n<h4>Referencing their competitor<\/h4>\n<p>If you have proof the prospect you&#8217;re targeting is losing out to a competitor \u2014 and you can help them beat that competitor \u2014 you&#8217;ll pique their interest.<\/p>\n<h4>Citing your success<\/h4>\n<p>While you may want to save your social proof\/track record for the &#8220;desire&#8221; section of the email, you don&#8217;t have to.<\/p>\n<p>It&#8217;s possible you offer a service where it&#8217;s hard to clearly differentiate in a single sentence. (For instance, it&#8217;s tough to explain in one sentence why your SEO agency is different than every other SEO agency.)<\/p>\n<p>In those cases,\u00a0<strong>your resume may be the best way to pique interest<\/strong>. If you&#8217;re selling SEO services to law firms, you could cite how many other law firms you&#8217;ve worked with this year and the results.<\/p>\n<h4>Laying out specific personalized details<\/h4>\n<p>Referencing this law firm SEO example again, you could build interest through research.<\/p>\n<p>You could include a short bulleted list of where the firm you&#8217;re targeting ranks for important keywords \u2014 then share a few optimization ideas you&#8217;d use to improve.<\/p>\n<h4 id=\"desire\">What&#8217;s in it for them?<\/h4>\n<p>As I talked about earlier in the article, not every cold email is a mutually-beneficial sales email. In some cases, you&#8217;re making a bigger ask. In those situations, you can build interest by making it even clearer what&#8217;s in it for them.<\/p>\n<h2>3. Build desire by with social proof\/results that are relevant to your prospect<\/h2>\n<p>The &#8220;D&#8221; in AIDA stands for desire&#8230; but I&#8217;ve also seen people refer to it as &#8220;decision.&#8221;<\/p>\n<p>The intention is the same regardless of what the &#8220;D&#8221; stands for. Either way, the goal of this part of the cold email is to take someone who&#8217;s interested and push them over the top. <strong>By the end of the &#8220;D&#8221; section, the prospect should now want what you&#8217;re offering.<\/strong>\u00a0(Or, at a minimum, want to learn more about it.)<\/p>\n<p>This is the portion where\u00a0<strong>you want your offer to seem too good to be true<\/strong>. Where you want the prospect to wonder where you&#8217;ve been all their life.<\/p>\n<p>It&#8217;s the place where you can\u00a0<b>share your most compelling social proof, qualifications, and\/or results<\/b>.<\/p>\n<p>But make sure\u00a0<strong>whatever you share is relevant to your prospect<\/strong>. Here&#8217;s an example of the wrong way and right way to build desire in a cold email.<\/p>\n<p>Here&#8217;s the wrong approach:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22233\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified.png\" alt=\"The wrong way to build desire\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirewrongway-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>While those social proof stats are impressive, they&#8217;re not relevant to the problem nor the prospect. They&#8217;re just big numbers for big numbers&#8217; sake; the sender is confusing impressive for relevant.<\/p>\n<p>Here&#8217;s a better approach:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified.png\" data-rel=\"lightbox-image-5\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22232\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified.png\" alt=\"The right way to build desire\" width=\"1804\" height=\"1246\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-300x207.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-1024x707.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-768x530.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-1536x1061.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-24x17.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-36x25.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-desirerightway-tinified-48x33.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>In this version, there&#8217;s still social proof (500+ others) but the rest of the numbers speak directly to the prospect&#8217;s problem.<\/p>\n<p>A\u00a0<strong>good cold email always keeps the focus on the recipient, not the sender<\/strong>. And that can be tough&#8230; especially in the portion of the email where you&#8217;re addressing &#8220;why you?&#8221;<\/p>\n<p>But\u00a0<strong id=\"action\">the more you tie your past success to a prospect&#8217;s potential future success, the better off you&#8217;ll be<\/strong>.<\/p>\n<h2>4. Use urgency, scarcity, and an easy next step to spur action<\/h2>\n<p>The end of your email is the &#8220;close&#8221; \u2014\u00a0<strong>everything else builds to this moment<\/strong>, where you want the prospect to take the next step.<\/p>\n<p>That next step may be a reply, a click, a phone call, or an offline action.<\/p>\n<p>We have\u00a0<strong>three goals with the action section<\/strong>\u00a0of the email:<\/p>\n<ol>\n<li><strong>Create a sense of urgency and\/or scarcity<\/strong>\u00a0to\u00a0<strong>drive immediate action<\/strong><\/li>\n<li>Make a\u00a0<strong>clear, simple request<\/strong>\u00a0that\u00a0<strong>doesn&#8217;t seem too difficult, costly, or time-consuming<\/strong><\/li>\n<li><strong>Stand out visually<\/strong>\u00a0from the rest of the email.<\/li>\n<\/ol>\n<p>Here are the emails we&#8217;ve been working on throughout this article with the wrong way and right way to approach the call-to-action.<\/p>\n<p>The wrong way:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified.png\" data-rel=\"lightbox-image-6\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22234\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified.png\" alt=\"The wrong way to drive action\" width=\"1804\" height=\"1514\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-300x252.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-1024x859.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-768x645.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-1536x1289.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-24x20.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-36x30.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionwrongway-tinified-48x40.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>This goes wrong across the board:<\/p>\n<ul>\n<li>&#8220;Quick 30-minute sales demo&#8221; is an oxymoron.\u00a0<strong>30 minutes isn&#8217;t quick.\u00a0<\/strong><\/li>\n<li><strong>&#8220;Sales demo&#8221; is a turn-off.<\/strong>\u00a0Sounds like this prospect will be volunteering for a timeshare presentation without getting a free set of golf clubs at the end.<\/li>\n<li>The attempt to create urgency\u00a0<strong>makes it sound like it&#8217;s going to take several back-and-forth emails\u00a0<\/strong>to find a time that works.<\/li>\n<li>This call-to-action\u00a0<strong>does not stand out visually<\/strong>.<\/li>\n<\/ul>\n<p>Here&#8217;s a better approach:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified.png\" data-rel=\"lightbox-image-7\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22235\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified.png\" alt=\"The right way to drive action with AIDA\" width=\"1804\" height=\"1514\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-300x252.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-1024x859.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-768x645.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-1536x1289.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-24x20.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-36x30.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-actionrightway-tinified-48x40.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>This action section takes a different approach:<\/p>\n<ul>\n<li>I say &#8220;<strong>super quick walkthrough<\/strong>&#8221; rather than designating a specific time. After all, to some people &#8220;15 minutes&#8221; or &#8220;30 minutes&#8221; may not feel quick.<\/li>\n<li>A &#8220;sales demo&#8221; is something that serves the salesperson. A &#8220;walkthrough&#8221; to &#8220;tailor it to your exact needs&#8221; is something that\u00a0<strong>serves the customer<\/strong>.<\/li>\n<li>&#8220;Grab any time&#8221; is\u00a0<strong>casual<\/strong>\u00a0and doesn&#8217;t sound like you&#8217;re giving the person work or an obligation.<\/li>\n<li id=\"followups\">This email\u00a0<strong>creates a sense of urgency<\/strong>\u00a0by tying back to the customer&#8217;s issue: January sales numbers.<\/li>\n<li>&#8220;Here&#8221; is the only link in the email, so it stands out. And it&#8217;s\u00a0<strong>eye-catching red<\/strong>.<\/li>\n<\/ul>\n<h2>5. Send automated follow-ups that continue the &#8220;action&#8221; section<\/h2>\n<p>It&#8217;s always smart to send\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/auto-follow-up-emails-until-reply\/\">automated follow-up messages<\/a>\u00a0to a cold email campaign. And with the AIDA format, you should v<strong>iew your follow-ups as continuations of the &#8220;action&#8221; section<\/strong>.<\/p>\n<p>There are three keys to making that work.<\/p>\n<h3>Send your auto follow-ups as\u00a0<em>replies<\/em>\u00a0to the first email<\/h3>\n<p>Rather than sending your auto follow-ups as new email threads with new subject lines,\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/send-as-replies-examples\/\">send them as\u00a0<em>replies<\/em><\/a>.<\/p>\n<p>That simulates one-on-one email behavior, even when you&#8217;re sending at scale. It also gives your prospects an instant frame of reference back to your initial offer so you can avoid repeating everything in every message.<\/p>\n<p>With GMass, you can choose to send your auto follow-ups as replies or as new messages in new threads. In most traditional AIDA cold email situations, replies make the most sense.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified.png\" data-rel=\"lightbox-image-8\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22236\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified.png\" alt=\"Sending follow-ups as replies\" width=\"1804\" height=\"944\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-300x157.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-1024x536.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-768x402.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-1536x804.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-24x13.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-36x19.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-gmasssendasreplies-tinified-48x25.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<h3>Keep your follow-ups going until you get your desired action (click\/reply)<\/h3>\n<p>How long should your auto follow-up sequence continue? GMass offers a maximum of\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/auto-follow-up-emails-now-include-8-stages\/\">eight auto follow-ups<\/a>\u00a0(so a total of nine emails). Do you need that many? It&#8217;s up to you and your tolerance for nudging your prospects.<\/p>\n<p>But regardless of how many follow-ups you send, you need to\u00a0<strong>make sure those emails\u00a0<\/strong><em><strong>stop<\/strong><\/em><strong>\u00a0when you get your desired result<\/strong>. You can choose to continue to send follow-ups if there&#8217;s &#8220;No Click&#8221; or &#8220;No Reply&#8221; \u2014 pick the one relevant to your cold email.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified.png\" data-rel=\"lightbox-image-9\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22237\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified.png\" alt=\"Choose how to end the sequence\" width=\"1804\" height=\"944\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-300x157.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-1024x536.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-768x402.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-1536x804.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-24x13.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-36x19.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequenceendtrigger-tinified-48x25.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>(You can also send if there&#8217;s &#8220;No Open&#8221; or send all follow-ups regardless of action; those situations are usually less applicable to cold email.)<\/p>\n<h3>Try different approaches to push the prospect into taking action<\/h3>\n<p>What might be causing hesitation or keeping your prospects from taking action? And how can you remedy that?<\/p>\n<p>You can use your follow-ups to\u00a0<strong>push action by trying different techniques<\/strong>\u00a0including:<\/p>\n<ul>\n<li>Urgency<\/li>\n<li>Scarcity<\/li>\n<li>Lowering the obligation\/effort required<\/li>\n<li>Asking what the hesitation is<\/li>\n<li>Reiterating the value proposition<\/li>\n<li>Offering more social proof<\/li>\n<\/ul>\n<p>For instance, here&#8217;s a follow-up sequence for our example email that tries four different calls-to-action:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified.png\" data-rel=\"lightbox-image-10\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22238\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified.png\" alt=\"Follow-up AIDA sequence\" width=\"1810\" height=\"2302\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified.png 1810w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-236x300.png 236w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-805x1024.png 805w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-768x977.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-1208x1536.png 1208w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-1610x2048.png 1610w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-19x24.png 19w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-28x36.png 28w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/12\/AIDA-sequence4emails-tinified-38x48.png 38w\" sizes=\"auto, (max-width: 1810px) 100vw, 1810px\" \/><\/a><\/p>\n<p>Each of these tries a different approach to drive action:<\/p>\n<ul>\n<li>The first follow-up is a\u00a0<strong>gentle reminder<\/strong>\u00a0with an\u00a0<strong>extra dose of urgency<\/strong>.<\/li>\n<li>The second follow-up creates a\u00a0<strong>sense of scarcity<\/strong>\u00a0but demonstrates\u00a0<strong>personalized attention<\/strong>.<\/li>\n<li>The third follow-up hypothesizes that the recipient doesn&#8217;t want to bother with a call but might still want the product. So it lowers the &#8220;lift&#8221; by giving them a\u00a0<strong>personalized offer to skip the call<\/strong>.<\/li>\n<li>And the fourth follow-up creates the\u00a0<strong>ultimate sense of urgency<\/strong>\u00a0while\u00a0<strong>restating the value proposition<\/strong>.<\/li>\n<\/ul>\n<p>I could keep going after this, adding more follow-ups and trying more tactics. And I could feel confident that after this AIDA email and follow-up sequence, if the person\u00a0<em id=\"takeaways\">still<\/em>\u00a0hasn&#8217;t clicked, they&#8217;re definitively not interested.<\/p>\n<h2>AIDA Formula: Takeaways and Next Steps<\/h2>\n<p>The AIDA formula is a tested and proven method for moving cold email prospects through the sales funnel and motivating them to take action.<\/p>\n<p>AIDA is an\u00a0<strong>economical format<\/strong>\u00a0\u2014 it keeps your cold emails short and focused, both of which are good things.<\/p>\n<p>And with the strategies and examples I laid out in this article, you should begin to see how you can use the AIDA formula for your cold emails.<\/p>\n<ul>\n<li>For the first A, attention,\u00a0<strong>hook your prospect<\/strong>\u00a0with your subject line and the opening to your email by\u00a0<strong>correctly identifying their specific problem or need<\/strong>. (Or, in lieu of that, make your subject and opening line so personalized they can\u2019t resist.)<\/li>\n<li>For the I, interest, share the\u00a0<strong>specific way you\u2019re going to solve their problem<\/strong>. Even better: If you can differentiate yourself to make it clear you\u2019re the only one with the perfect solution.<\/li>\n<li>For the D, desire, use\u00a0<strong>relevant social proof and\/or results<\/strong>\u00a0to make it clear just what your prospect will be missing out on if they don\u2019t take your offer.<\/li>\n<li>And for the second A, action,\u00a0<strong>craft a call-to-action that creates a sense of urgency and\/or scarcity<\/strong>\u00a0\u2014 and that doesn\u2019t feel like a huge, time-consuming or costly obligation.<\/li>\n<\/ul>\n<p>Also make sure you\u00a0<strong>set up an auto follow-up sequence<\/strong>\u00a0where you continue to\u00a0<strong>try different calls-to-action to get the prospect to click or reply<\/strong>.<\/p>\n<p><strong>GMass<\/strong> makes this whole process ridiculously easy\u2026 so please sit back and relax while I end this article by\u00a0<strong>AIDA-ing GMass<\/strong>\u00a0for you.<\/p>\n<p>You\u2019re trying to send cold emails but you keep running into the same killer issues: New, quirky software platforms to learn (and teach your staff)&#8230; poor deliverability&#8230; too many limitations&#8230; too expensive.<\/p>\n<p>GMass solves all those problems&#8230;<\/p>\n<ul>\n<li>It <strong>works directly inside Gmail<\/strong> so there\u2019s no new app to learn.<\/li>\n<li>99% of users report the\u00a0<a href=\"https:\/\/www.gmass.co\/features\/deliverability-optimization\">best deliverability they\u2019ve ever had<\/a> thanks to things like\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/spam-solver-tweaks-emails\/\">Spam Solver<\/a>, and\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/tracking-domain\/\">custom tracking domains<\/a>.<\/li>\n<li>GMass has <strong>unlimited everything<\/strong>\u00a0(emails, contacts, campaigns) and even helps you\u00a0<a href=\"https:\/\/www.gmass.co\/features\/gmail-limit-handling\">break Gmail\u2019s daily limits<\/a>.<\/li>\n<li>And somehow, it\u2019s still the most <a href=\"https:\/\/www.gmass.co\/blog\/cheapest-cold-email\/\">cost-effective cold email platform<\/a>\u00a0on the market.<\/li>\n<\/ul>\n<p>GMass has more than <strong>400,000 passionate users<\/strong>\u00a0who\u2019ve given it an\u00a0<strong>unheard-of 4.8-star average rating<\/strong>\u00a0in the\u00a0<a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">Chrome Web Store<\/a> on 7,500+ reviews.<\/p>\n<p>To get started, just\u00a0<a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">download the extension for Chrome<\/a>. There\u2019s\u00a0<strong>no credit card required<\/strong> for the free trial \u2014 and with our <a href=\"https:\/\/www.gmass.co\/quickstart-guide\">quickstart guide<\/a>, you\u2019ll be\u00a0<strong>sending your first campaign in a matter of minutes<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The AIDA formula is a\u00a0classic sales and marketing copywriting method. And, when it&#8217;s done right, it can move someone from a cold prospect to a customer ready to\u2026<\/p>\n","protected":false},"author":29,"featured_media":22245,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5428,9155],"tags":[],"class_list":["post-22227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cold-email","category-email-copywriting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>The AIDA Formula for Cold Email Copywriting: 5 Best Strategies to Close Deals<\/title>\r\n<meta name=\"description\" content=\"A guide to using the AIDA formula (attention-interest-desire-action) for cold email copywriting. With templates and strategies to get started.\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.gmass.co\/blog\/aida-formula\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"The AIDA Formula for Cold Email Copywriting: 5 Best Strategies to Close Deals\" \/>\r\n<meta property=\"og:description\" content=\"A guide to using the AIDA formula (attention-interest-desire-action) for cold email copywriting. 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