Attention, Interest, Desire, Action: a model of how persuasive communication moves a reader, credited to E. St. Elmo Lewis in the late 1890s and still used to structure ads, pages and emails.
When outlining landing pages, sales letters, emails and video scripts; as a checklist that every stage of the message is covered.
A landing page that opens with a pointed headline, explains the problem, shows proof and outcomes, then ends with one clear CTA; a 30-second spot following the same arc.
A dependable skeleton for direct response in every channel. Scored lower because real buyers rarely move in a straight line; treat it as a checklist, not a law.
