Welcome to part 4 of our series where we demystify copywriting formulas.
- part 1 we talked about how to grab attention with AIDA
- part 2, we went over addressing problems with PAS.
- Part 3, we explored the 4 Ps, to create a compelling persuasive argument
Today we’re looking at a very interesting framework that is not only great to set boundaries for your argument, but also to fine tune your copy.
In fact, when you approach editing using this formula, you’ll make it both easier and faster. No more second guessing.
Let’s dive into the 4 Cs framework.
What it is:
4 Cs (Clear, Concise, Compelling, Credible): A framework that emphasizes creating clear, concise, compelling, and credible copy to effectively communicate the message and persuade the reader.
How and when to choose it as your go-to structure:
Use the 4 Cs framework when clarity and credibility are essential for your message. This approach is particularly helpful for creating copy that explains complex concepts or services, like B2B products or technical solutions.
And as we mentioned, for editing that copy.
You could lay this framework on top of all the others to get even better messaging.
Pay attention to one thing in particular: the first C.
Clarity always comes first.
A confusing message or an irrelevant message for your target audience will be rejected and any other effort will be useless.
What stages of awareness you should address with it
As mentioned you can use this to perfect any other framework, but there’s one specific level of awareness where the 4 Cs works like magic: the unaware stage.
Unaware: At this stage, the reader is not aware of their problem or need. The 4 Cs can work well here, as it helps grab attention and provide clarity on the problem or need.
Consider it your trojan horse for piercing into their awareness gates.
How to deal with different decision makers
- Emotional fast-paced: it can effectively address these decision makers by ensuring the copy is clear and concise, so they can quickly understand the message without being bogged down by lengthy explanations. By making the copy compelling, it will resonate with their emotions and motivate them to take action. Credibility is also essential, as it helps build trust and makes them feel more confident in their decision to engage with your product or service.
- Emotional slow-paced: the 4 Cs can be utilized by focusing on crafting a clear message that speaks to their emotions and values. Concise copy is also important, but the emphasis should be on creating a compelling narrative that fosters an emotional connection. Credibility is crucial for this type of decision maker, as they often rely on trustworthiness and authenticity when making decisions. Incorporate testimonials, endorsements, or other trust-building elements to establish credibility.
- Logical slow-paced: here it can be adapted to ensure the copy is clear and concise, allowing them to easily follow the logical flow of the message. The compelling aspect of the 4 Cs should be geared toward providing solid reasoning and well-organized information that appeals to their logical nature. Lastly, credibility should be established through the use of data, comparisons, or expert opinions, as these decision makers value evidence-based information.
- Logical fast-paced: here you can create copy that is clear and concise, allowing them to quickly grasp the benefits and features of your product or service. The compelling component should emphasize the competitive advantages and unique selling points that differentiate your offering from others. Credibility can be established by presenting facts, figures, and data to support your claims, ensuring that these decision makers feel confident in the information presented and are more likely to take action.
That’s all for today.
I have a couple more frameworks that I’d love to dig into but tomorrow we’ll take a break and go back to more weird stories, examples, lessons, and my “philosophy” of copy.
I share a lot of what goes on before writing these, on my Instagram account.
If you’re on there, shoot me a message and let’s be friends.
Quote and reflection of the day:
“When it comes to growing your network, improving the quality of your relationships, and increasing the number of opportunities that present themselves, the single most important principle is this: be a host in life, not a guest.”
-Matt Watkinson, Mastering uncertainty
Take charge of your present and direct your future with intentionality and responsibility. Even when it doesn’t feel like you’re in control. That’s when most of the growth happens.