Copywriting - AIDA, PAS & EEAT
Objective: –
To enhance advertising and promotional communication
Suitable for:-
Corporations and Businesses which rely on promotion and advertising
Example: –
Apparel, Tech-products, real estate, services including education, finances and investment
Brief Course Outline:-
Title: – Strategies in a Competitive Market: Winning Listings & Closing Buyers When Everyone Else Is Stuck
| Section | Duration | Core Focus |
|---|---|---|
| Opening | 15 min | Setting the stage: Why old strategies fail |
| Module 1 | 45 min | The Trust Shift: From Transaction to Relationship |
| Module 2 | 60 min | Digital Innovation: AI, Video, & Hyper-Personalization |
| Module 3 | 45 min | Pricing & Negotiation Innovation (Not just “lower the price”) |
| Module 4 | 60 min | The AIDA+EEAT+PAS Framework for Listings & Buyer Leads |
| Workshop | 45 min | Live scenario: Write your own innovative campaign |
| Closing | 15 min | Action plan & accountability |
Total = 5 hours (8.00am – 1.00pm) 15min break.
What is AIDA?
AIDA uses aspiration, positive emotion, and curiosity to guide a customer down the buying funnel.
Attention: Hook the reader immediately with a bold headline, statistic, or shocking question.
Interest: Share interesting facts, data, or stories to keep them engaged.
Desire: Show them how their life changes for the better by highlighting the ultimate benefits of your product.
Action: Provide a clear, low-friction Call to Action (CTA) telling them exactly what to do next.
Best for: Top-of-funnel blog posts, social media ads, homepages, and brand awareness campaigns.
What is PAS?
PAS (Problem, Agitate, Solution)
PAS leverages emotional urgency, pain points, and risk aversion to drive immediate conversions.
Problem: State a specific, painful problem your target audience is experiencing right now.
Agitate: Twist the knife. Highlight the emotional or financial consequences of leaving the problem unsolved.
Solution: Present your product or service as the ultimate, relief-giving answer to their pain.
Best for: Sales pages, high-intent landing pages, cold emails, and problem-focused search queries.
What is EEAT?
Unlike copywriting formulas, E-E-A-T is a metric outlined in Google’s Search Quality Rater Guidelines to ensure content is trustworthy and reliable. It is especially critical for Your Money Your Life (YMYL) topics like health, finance, and safety.
Experience: Demonstrating first-hand, real-world experience (e.g., photos of you using a product, personal case studies).
Expertise: The formal credentials, depth of knowledge, or professional background of the content creator.
Authoritativeness: The overall reputation of your website or brand in your specific niche.
Trustworthiness: The most important element. It covers transparency, secure checkouts, clear source attribution, and honest information.
Framework Comparison Matrix
| Attribute | AIDA | PAS | E-E-A-T |
|---|---|---|---|
| Core Purpose | Persuasion & Funnel Journey | Emotional Urgency & Relief | Search Rankings & Algorithmic Trust |
| Emotional Lever | Aspiration, Desire, Motivation | Pain, Frustration, Loss Aversion | Confidence, Logic, Credibility |
| Primary Placement | Social ads, Homepages, Emails | Sales landing pages, B2B campaigns | Entire website architecture |
| Primary Target | Human Psychology | Human Psychology | Google Algorithms & Human Skepticism |
Who is the Presenter?
Thomas Sim Yan Sun – HRD Corp Accredited Trainer 30579 since 2025
Thomas is a Registered Estate Agent (E3009) and principal of Sinjun Properties E(3)2077 in Kuching, Sarawak, Malaysia . His professional journey is diverse, beginning with a BSc(Hons) in Clinical Biochemistry and a career in pharmaceutical sales before transitioning into real estate . He is the founder of the estateagentexam.com e-learning platform, which helps candidates prepare for the Diploma in Estate Agency examination . In addition to running a property listing websites, justland.info, staymyroom.com, unsold.my, findwhere.info, contract2u.com and myrealproperty.online, he also serves as the Chairman of the MIEA Sarawak Branch 2025/27. He has also earned an Master Degree in ICT Management and is a self-taught WordPress developer, creating various platforms (12 websites) to support and innovate within education and the estate agency profession.
Training experience – over 220 hours of training conducted year-to-date Jul, 2026, Thomas has been conducting training to NCC (Negotiator Certification Course), RRP (REN Renewal Program) and CPD with the estate agency practice community. He has also recorded video teaching of more than 180 hours – 60 sessions of 3 hours (9.30am – 12.30pm) Saturday Classes – since Jan, 2025. He has done more than 270 YouTube Videos since 2018.
Interested, please get in touch with Thomas Sim by completing the Form below: