Copywriting Tips - Learn The Four P's

By Author: Ronald Richardson
Total Articles: 37
Comment this article

Copywriting is one of the only writing disciplines that comes close to conforming to scientific principles. We know what makes people buy, and what makes them sit up and take notice. We also know what triggers consumers to become personally involved in the stories that your copy is telling. The easiest formula to employ is known as the four Ps: Promise, Picture, Proof, and Push.
1. Begin your sales letter with a promise. The promise works best when it's presented in the headline. For example: "How to Make $12,208 dollars in the Next Twenty Minutes!" is an irresistible promise that will capture a reader's attention. Notice the dollar amount. It's not rounded off--it seems to be an "exact" amount. An "odd" dollar amount like the one stated is also more apt to draw attention to your promise headline.
2. Once you've stated your promise, draw a picture for your readers. "Imagine having more time to spend with your family. You wake up in the morning, have a leisurely breakfast, and work for a few hours in the afternoon until the kids get home from school. And you're still making all the money you could possibly need for ...
... the rest of your life!" Put your readers in the success seat. Let them imagine how your product is going to benefit them and make their lives better.
3. One of the strongest persuaders is proof. Include testimonials from satisfied customers who are already experiencing the benefits of your product. "After only three months, I was able to quit my job and work at home full time! I've been able to spend more time with my family, and enjoy financial freedom, thanks to ABC investments." Real stories from real people are invaluable in convincing prospective buyers to try your product.
4. Believe it or not, one of the most overlooked aspects of many sales letters is forgetting to ask for the sale! This is the push. "You have nothing to lose. If you send me $49, I'll send you everything you need to start earning money and financial freedom today." One of the most powerful features of the push is to include a money-back guarantee. This gives the customer confidence that they have absolutely nothing to lose by investing in your product.
The four Ps can be applied to any product. It's one of the best ways to engage your reader and to compel him to imagine for himself the benefits of your product. When the consumer uses his own mind to help close the sale, your success rate is much higher.

golis case analysis essay