A Guide for Copywriters and Voice Actors
In the realm of voiceover and commercial advertising, the AIDA model — Attention, Interest, Desire, Action — is more than just a copywriting formula; it's a roadmap for compelling narration. Understanding and implementing AIDA not only captivates listeners but also elevates the impact of the read.
Attention: The starting point of any voiceover is to grab the listener's attention. This requires a voice that is clear, engaging, and tailored to the target audience. It's the moment where the listener decides whether to keep listening or tune out.
Interest: Once you have their attention, the next step is to maintain their interest. This is achieved through the way the script is delivered — the tone, the pacing, and the emotional undertone. Interest is where the listener becomes curious and engaged with the content
Desire: Creating desire is about making the listener want what you're offering. This part of the read should evoke emotions and paint a picture of the benefits and solutions provided by the product or service.
Action: The final part of AIDA, action, is where you encourage the listener to do something — whether it's to buy a product, visit a website, or engage with a brand in some other way. The call-to-action should be clear, persuasive, and easy to follow.
Awareness of the AIDA form deepens the impact of your read. It acts as a signpost, guiding you on how to shape each line, what timing and pace to use, what inflection to adopt, and how to control your breath. All these elements are intertwined with the AIDA structure.
When you receive a script, consider marking it up with AIDA in mind. This approach ensures your reads are more focused, powerful, and effective in delivering the message. Remember, each element of AIDA plays a crucial role in transforming a simple read into a persuasive and memorable voiceover.
This structure not only highlights the AIDA model but also provides practical advice on how to apply it effectively in voiceovers.
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