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If you've been studying online marketing for awhile you're familiar with the term 'AIDA' since it's the standard formula for creating a sales or signup page.
But just in case you're not here's what it stands for:
Grab the reader's Attention. Get the reader's Interest. Create a Desire for your product or service. Call for Action. (Tell your reader what to do.) So you write a catchy headline and try to use 1 or more of the latest 'buzz' words.