Spot the Missing Stage: Tearing Down Draft Ad Copy Against AIDA
Objective: Given two draft ad copy specimens, identify which AIDA stage each is missing or executing weakly, and justify the diagnosis using the lesson's four-stage framework.
You're a marketing associate at Warby Parker reviewing two draft ad concepts an agency submitted for a new frame launch, before they go to media buying.
Read each specimen once as a cold stranger would. Map every line to an AIDA stage. Flag the stage that's missing or thin, and say what a fix would add.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, comment threads make the stage-by-stage diagnosis explicit and shareable with the agency
The process
Specimens to review
This ad copy for the new Warby Parker Downing frame is about to go into paid social to a cold audience. Which AIDA stage is weakest here, and why will that sink performance on someone scrolling past it?
Introducing the Downing frame. Acetate front, spring hinges, anti-reflective coating standard. Available in six colorways. Starting at $95, or $0 with most vision insurance. Free shipping and returns.
Specimen: synthetic, realistic
This ad has a strong emotional build-up and social proof. Which AIDA stage is weakest, and why does the copy fail even though Interest and Desire are well handled?
Every pair of Warby Parker glasses starts with a designer who obsesses over the smallest details, from the curve of a temple tip to the exact shade of a tortoiseshell pattern. Real customers say our frames are the most comfortable they've ever worn, and it shows: thousands of five-star reviews back that up. Learn more about our story.
Specimen: synthetic, realistic
Final deliverable
An annotated copy of each specimen with every line labeled by AIDA stage, the weak or missing stage flagged, and one sentence on what to add.
See a reference example
ThredUp 'Spring Refresh' ad, stage annotation ATTENTION: 'Your closet called. It wants an upgrade.' -- flagged OK, one sharp line. INTEREST: missing -- copy jumps directly from the hook to a 20%-off badge. DESIRE: missing -- no proof, no before/after. ACTION: 'Shop Now' button -- flagged OK but arrives with nothing built to want yet. Diagnosis: Interest and Desire are both skipped. Fix: add one line on why resale beats fast fashion (Interest), then one stat or review (Desire), before the CTA.
Success criteria
You're done when you can:
- Correctly identifies the weakest or missing AIDA stage in both specimens
- Explains why that specific gap hurts performance, not just that something 'feels off'
- Does not flag a distractor as a defect