Welcome to part 3 of our series where we demystify copywriting formulas.
Today we look at one of the very first frameworks I learned and practiced with when I was starting out. That was back in 2015, jeez, that’s a lot of time.
Anyway I was super immersed in the depths of long form direct response copywriting and absorbed in hand copying old sales letters over and over.
It helped a lot.
But what stayed with me is today’s formula…
Enter the 4 Ps.
What it is:
4 Ps (Promise, Picture, Proof, Push): A framework that starts with a promise to the reader, paints a vivid picture of the benefits, provides proof of the claims, and then pushes the reader to take action.
How and when to choose it as your go-to structure:
Choose the 4 Ps framework when you want to emphasize the benefits and results your product or service delivers while providing proof to back up your claims. This framework is effective for long-form sales pages, product descriptions, and email marketing.
And you can clearly see why, because it takes the reader through a complete journey. Reason why you’ll typically need to go long-form with this and it will be harder to squeeze it into an above the fold section for example.
You can, don’t get me wrong, but it won’t be as effective because creating a compelling promise and painting a vivid picture require you to go deep to be done well.
This framework also might work better for B2C as it’s usually best suited for highly emotional copy (which is usually less effective in B2B).
What stages of awareness you should address with it
The 4 Ps is great for Product-aware prospects.
Product-Aware: The reader is aware of your product, but they need more information or persuasion to make a purchase. 4 Ps can help you emphasize the benefits and results your product delivers, along with providing proof to back up your claims.
How to deal with different decision makers
- Emotional fast-paced: Make a strong promise that appeals to their emotions, paint a vivid picture of the benefits, provide social proof or testimonials, and create a sense of urgency to push them to act quickly.
- Emotional slow-paced: Promise an emotional payoff, create a picture that resonates with their values, offer proof through reviews or influencer endorsements, and gently push them towards taking action based on trust and emotion.
- Logical slow-paced: Make a promise based on logic and reasoning, illustrate the benefits in a detailed manner, provide proof through data and comparisons, and push them to act by building a solid argument.
- Logical fast-paced: Quickly present a promise based on clear benefits and features, create a concise picture of the advantages, offer factual proof, and use urgency or competitive edge to push them to act.
That’s a wrap for today.
Stay tuned for part 4 of the series next week. This is going to be spicy as we’ll look at a great framework not so much for writing copy, but for editing it!
Quick question, do you enjoy these series type of emails? Anything specific you’d like to see in future ones?
Have a great weekend.
Quote and reflection of the day:
“Real, permanent change does NOT come from event idealism or from shortcuts. It comes from a daily, regimented process woven into the fabric of your life, automatic and nearly instinctual.”
- MJ DeMarco, Unscripted
Overnight success with anything is just the illusion of sudden change. You are shaping your behavior and future decision making every day. With the actions you take or don’t take, and with the reflection you invest in or don’t.