Most Speakers Don’t Know This Proven Structure (AIDA Explained)

Cam Beaudoin

Apr 17 • 💬 General

Most speakers lose the room in the first 30 seconds.

Not because they’re boring—

But because they don’t follow a proven structure.

Use AIDA.

It’s one of the oldest, most reliable frameworks in marketing—and it works perfectly for your keynote.

A – Attention

You only have seconds to snap people out of autopilot.

They’re thinking about lunch. Or email. Or just waiting for the next break.

If you don’t interrupt their pattern immediately, you lose them.

Start with:

A bold claim
A shocking stat
A captivating story
A direct question

Why it works:

A study from Microsoft shows the average human attention span is just 8 seconds—less than a goldfish. You don’t have time to warm up. You need to hit hard, fast.

I – Interest

Once you’ve got their attention, you need to earn their curiosity.

Relevance is key. If they don’t feel the topic applies to them, they’re out.

How to build interest:

Define the problem they’re facing
Share insider knowledge or “industry secrets”
Tell personal stories that highlight stakes or transformation

Why it works:

According to neuroscientist Dr. Paul Zak, stories that engage attention release oxytocin in the brain—making listeners more receptive and emotionally invested.

D – Desire

This is the heart of your talk. The teaching moment.

Here’s where you help your audience want the transformation you’re proposing.

Tactics that create desire:

Frame your solution as a better future
Use the “before vs. after” contrast
Limit takeaways to 3 key ideas to avoid overwhelm

Why it works:

Behavioral research shows people are more likely to act when they can clearly imagine the benefit. The clearer the outcome, the stronger the desire.

A – Action

Here’s where most speakers fail.

They end on “thank you” instead of “here’s what to do next.”

Give them:

A clear next step
A personal challenge
A call to commit (internally or externally)

Why it works:

Psychologists call this the “Zeigarnik Effect.” People remember uncompleted tasks more than finished ones. If you give them an open loop—a next step—they’re more likely to follow through.

Bottom line?

If your talk doesn’t follow AIDA, it’s probably not converting.

Want your audience to remember you?

Move them.

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