AIDA vs ANC vs Modern Marketing Frameworks: Which Approach Fits You Best?
Marketing has always loved its acronyms. AIDA, ANC, and dozens of others have been taught as step-by-step formulas for getting people to take action. And while these models have shaped the way businesses communicate for more than a century, they aren’t hard rules — they’re simply tools.
The truth is, there’s no one “right” way to market. What feels aligned for one person might feel pushy or flat for someone else. That’s why I believe the best approach isn’t about squeezing into a formula, but about noticing what resonates in your body. When something feels good to you, it usually feels good to the people you want to reach, too.
In this post, I’ll walk you through two classic frameworks — AIDA and ANC — and then share two newer approaches I’ve been developing, called FLOW and RISE. These aren’t here to replace the old models, but to expand the conversation. My hope is that you’ll leave with a handful of perspectives to play with, and the freedom to choose the one that feels most authentic for you and your audience.
What Is the AIDA Marketing Model?
The AIDA model is one of the oldest and most widely recognized marketing frameworks. AIDA stands for:
- Attention – capture someone’s focus with a headline, visual, or hook.
- Interest – keep them engaged with a story, statistic, or benefit.
- Desire – help them imagine how their life improves with your product or service.
- Action – encourage them to take the next step, like clicking, signing up, or buying.
Why AIDA Works
The AIDA framework has lasted for more than a century because it mirrors the natural way people make decisions. We notice something, we become curious, we start to want it, and then we act. It’s straightforward and can be applied to everything from billboard ads to Instagram captions.
Nuance and Flexibility
AIDA often gets criticized for being “salesy” or manipulative, but it doesn’t have to be. While some marketers use “desire” by leaning on scarcity or fear, you can just as easily focus on aspiration, creativity, or joy. The model itself is neutral — it’s the energy behind it that matters.
For example:
- A traditional AIDA ad might say, “Tired of your dull skin? Our serum fixes wrinkles fast.”
- An aligned AIDA ad might say, “Imagine waking up radiant and refreshed. Our serum supports your skin’s natural glow.”
Both follow the same structure, but the second one feels lighter and more empowering.
What Is the ANC Marketing Method?
The ANC method is a streamlined version of AIDA. ANC stands for:
- Attention – grab your audience’s focus.
- Need – show them a need or gap they have.
- Close (or Convince/Call to Action) – guide them into taking action.
How ANC Differs From AIDA
While AIDA breaks the process into four stages, ANC compresses it into three. It’s often used in direct response marketing or sales conversations where the goal is quick action.
For example:
- “Struggling with back pain? (Attention + Need) Our chair fixes posture instantly. (Close)”
Nuance and Flexibility
Like AIDA, ANC is only as pushy or supportive as you make it. Many marketers start the “Need” step by focusing on pain points, but you can reframe this by highlighting desires, values, or possibilities instead.
For example:
- Old-school ANC: “Frustrated with chaotic mornings? Our planner eliminates stress.”
- Modern ANC: “Dreaming of more ease in your mornings? Our planner helps you flow into the day.”
The difference is subtle, but the feeling is very different.
Modern Alternatives: The FLOW and RISE Marketing Frameworks
As business shifts into a new era, more people are looking for marketing that feels aligned, authentic, and relational. That’s where newer frameworks like FLOW and RISE come in.
These are methods I’ve been developing that move away from pain-point persuasion and toward resonance, inspiration, and empowerment. They’re not here to replace AIDA or ANC, but to reflect the values of modern business and the world I believe we’re moving into.
The FLOW Method (Find, Listen, Offer, Witness)
- Find – Connect through authenticity, creativity, or storytelling.
- Listen – Show you understand your audience’s dreams and values.
- Offer – Share your product or service as part of their journey.
- Witness – Celebrate their growth and create space for ongoing connection.
FLOW is gentle, relational, and human. It works beautifully for creatives, healers, and community builders who want their marketing to feel like an invitation instead of a pitch.
Example: “I’ve been exploring ways to create more joy in daily life. (Find) So many of us crave spaces that feel uplifting. (Listen) That’s why I created my Everyday Sunshine art series. (Offer) I love watching how these pieces brighten homes and moods. (Witness)”
The RISE Method (Resonate, Inspire, Support, Expand)
- Resonate – Connect through shared values and visions.
- Inspire – Paint a picture of what’s possible.
- Support – Share your offering as a supportive step forward.
- Expand – Affirm growth and celebrate transformation.
RISE is uplifting and activating. It’s a natural fit for vision-led entrepreneurs, coaches, and guides who want to motivate and empower their audience.
Example: “We all want to feel more connected and creative. (Resonate) Imagine building a business that supports your art and your life. (Inspire) That’s exactly what my Creativity and Astrology Guides are designed to help you with. (Support) Together, we can expand how creativity and business fit beautifully side by side. (Expand)”
Which Marketing Method Is Right for You?
Here’s what I truly believe: there’s no wrong way.
- AIDA and ANC are classics for a reason — they’re simple, flexible, and can absolutely still be effective.
- FLOW and RISE are newer models designed for people who want marketing that feels more relational, authentic, and aligned.
The key is noticing how each approach feels in your body. If it feels heavy, pushy, or icky, it’s probably not the right fit for you. If it feels energizing and natural, that’s your sign.
Marketing isn’t about forcing yourself into a funnel system, it’s about finding the flow that allows you to connect authentically with the people you’re meant to reach.
Final Thoughts on Approach
Whether you lean on AIDA, experiment with ANC, or play with FLOW and RISE, remember that these frameworks are here to serve you… not the other way around. Try them on, mix and match, and notice what resonates.
Because the most effective marketing isn’t about acronyms. It’s about connection.
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