AIDA Communication Framework

A breakdown of how to structure business communications using the AIDA formula, as demonstrated through Andrew Wilkinson's writing approach.

Core AIDA Structure

• Attention: Create shocking or controversial headlines

  • Example: "Joe Rogan Got Ripped Off" (despite $120M deal)
  • Must have a strong first line that immediately grabs attention

• Interest: Build narrative through counterintuitive points

  • Take boring topics and find an engaging angle
  • Present information that challenges common assumptions
  • Use emotional triggers like shock or surprise

• Desire: Demonstrate expertise and credibility

  • Show insider knowledge of the industry
  • Back claims with concrete examples
  • Connect to reader's potential gains or losses

• Action: Optional call-to-action

  • Can be subtle or direct depending on goals
  • Example: "PS: We're raising money for our company"

Key Writing Strategies

• Take controversial stances while maintaining moral high ground

  • Criticize while showing concern for the subject
  • Position yourself as advocating for what's right
  • Example: Saying Rogan sold himself short rather than attacking him

• Use proven formats repeatedly

  • Influenced by Warren Buffett's writing style
  • Follows traditional storytelling techniques
  • Consistently structure articles the same way

• Focus on building conversation

  • Write articles that get people talking
  • Create content worth sharing and discussing
  • Use writing to generate business opportunities

Recommended Resources

• "Made to Stick" book by Dan and Chip Heath
  • Cited as key influence on writing approach
  • Teaches principles of memorable communication