How to create compelling content for an online store

Marketing Manager

Reading time: 4 minutes

What’s the point of winking at a girl in the dark? Today we’ll answer that question, as well as show you how to create compelling content for your online store using AIDA. Let’s begin!


Why you need magnetic content in your online store

Often, both the online store itself and the product descriptions are well-prepared. 

However, what’s the point of winking at a girl in the dark if she can’t see you?

What’s the point of having the perfect brick-and-mortar store on the busiest street in town if a passersby doesn’t know what’s inside because you haven’t advertised outside? 

What’s the point of having the most optimized online store with a great offer and spending a lot of money on advertising if your content doesn’t attract potential customers’ attention

Exactly! That’s why today’s article on the AIDA model is here to help you attract attention and generate traffic from SEO, social media, and advertising, as well as create magnetic titles and descriptions for product pages, emails, or posts on your store’s blog.


What is the AIDA model in content creation?

It’s something you MUST know if you create any kind of content.

The creator of the AIDA model is believed to be E.K. Stornga, who presented the so-called “buying formula” in 1925. 

AIDA is a simple model that has been used for years to write advertising and other content. It’s based on four specific reactions of the consumer. The AIDA model can be useful in creating content for many types of businesses, from copywriting and e-commerce store content to typical advertising texts on graphics, banners, or social media posts.

This model can be used for text, audio and video content.


Stages of the AIDA model




The first step in writing e-commerce content based on the AIDA model is ATTENTION, which is literally attracting the reader’s attention, i.e. the audience.

In today’s world, we are all overwhelmed with information and ads. You HAVE TO stand out, surprise, fight to keep the viewer’s attention on your materials. If you’re creating content or graphics, don’t hesitate to spend time working on the headlines and graphics.

It’s best to do this in the article title, store name, or at the beginning of a sales email. The title should be interesting, catchy, surprising, and intriguing. It should be a title that will encourage the reader to stop for 3-10 seconds when you’re fighting for their interest and engaging them in the content.

Use the sample phrases provided below:

  • It is important for your business… 
  • Your company can make more profits… 
  • Your store can gain more customers… 
  • If you run a business, SEO is incredibly important for you…

Never skip this step, as it determines how many people will visit your store, read your article, or email. And, as we know, the more visitors you have, the greater the chance for profit. Statistics show that 8 out of 10 people only read headlines and make decisions based on them, whether to proceed or skip the post.



If you have managed to grab the reader’s attention and get them to your website, and your online store, it does not mean that the task is complete. Now comes an equally important stage in creating e-commerce content. You must make the recipient stay on the page for longer, to familiarize themselves with the rest of the text and other areas of the store.

  1. In the beginning, use an interesting sentence that will intrigue the reader or ask a question to which they will want to find the answer to
  2. In addition to the content itself, it is important to present the text in a way that the recipient does not get bored. Do not use long, dense text columns.Diversify the content by using:
    • Subheadings
    • Short paragraphs
    • Bulleted lists
    • Bold text

Such diversification makes the text look interesting, and the user does not tire while reading such divided text. Most users only read 20% of the text. Proper construction, an interesting division of the content of an online store, will ensure that most people read the text to the end.

At this stage, you must interest the recipient in your product. Introduce it to them. Explain what it is for, and sometimes explain why they need it and how it solves their problem or satisfies their needs.



Desire is about creating a sense of longing and desire in the consumer for the product or service you are offering. When creating e-commerce content, show the consumer what your product or service can do for them. 

Use language of benefits and explain how what you’re offering will improve their quality of life, reduce health issues, improve their well-being, or boost their mood. Write in a way that appeals to emotions and captures the imagination. 

Use positive language. 


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The last element of the AIDA model is Action, which is a call to action. Remember to include a call to action at the end of your e-commerce content, as it encourages the consumer to take action. 


  • Visit our store now! 
  • Check out our offer. 
  • See what we have prepared for you. 
  • Get in touch with us. 

Phrases like these increase the chances that the consumer will take advantage of your offer. They help make the final decision to take action. This approach gently pushes the consumer to purchase your product.

Summary – good content in the online store 

As you can see, the AIDA model is not difficult. However, it is important to use it and, most importantly, not to skip any stage. Their order is extremely important for building tension. 

Try this model in your e-commerce content and you will see its effectiveness. Well-constructed marketing content will contribute to gaining a wide audience. 

After all, that’s what you’re aiming for, right?

The AIDA model is useful in direct sales, content marketing, commercial offers, and most importantly in e-commerce content.

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Author: Marketing Manager

He has been involved in online marketing for over 10 years. Every day he wonders how to increase traffic and conversion by providing more value to the persona.

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