The 4 P's Formula for Writing High-Response Copy

Years ago, I discovered the 4 P’s formula while writing copy for numerous dietary supplements, for which the formula fit like a glove.

But then I quickly found that the 4 P’s formula works like gangbusters across a wide spectrum of niches—everything from investments and high-tech, to home improvement and insurance. The 4 P’s are: pain, promise, proof, and push:

>> The first step is to name and magnify your prospect’s PAIN.

The pain may be SYMPTOMATIC. Meaning the prospect is aware of it; e.g. money worries, ill health, leaky roof, kids failing school, difficulty hearing, blurry vision.

Or, the pain may be ASYMPTOMATIC, meaning the prospect is not aware of the problem yet; e.g. termite rot in your house with no visible evidence of termites or damaged wood.

When the pain is asymptomatic, your copy must begin by first convincing the prospect that he may have - or could soon get - the problem, and should therefore take steps to eliminate the problem before it gets worse.

>> The second of the 4 P’s is PROMISE. Your product must promise the reader that it can and most likely will solve his problem.

If the problem is SYMPTOMATIC, the promise is that the product will eliminate the problem and all of its symptoms and ill effects.

If the problem is ASYMPTOMATIC, the promise is that either the product will prevent the problem from ever happening in the first place …

Or, if the problem is present, the product will slow, halt, and then reverse the condition until it is gone.

>> The third step is PROOF. You must provide evidence to convince the prospect that your promise is true, and your product will deliver on it.

Just some of the types of proof include: testimonials …?client list … track record … technical and design features … demonstrations … guarantees … laboratory tests … press coverage … reviews …?size … power … reliability … and many more.

>> The fourth and final of the 4 P’s is PUSH, which means getting the prospect to buy.

PUSH is the job of the offer. An “offer” is what you will give the prospect when he responds, as well as what he has to do to get it, including the payment and terms of purchase.

There are many different offers; the one used depends on the product, prospects, price, and medium:

>> Emails for enterprise software tell you to click on a hyperlink to download a free white paper.

>> TV commercials for insurance instruct you to call a toll-free number--usually to get an information kit, a premium (free gift), and possibly a rate quote.

>> Direct mail packages encourage you to order by completing and mailing a reply card, scanning a Quick Response Code, or visiting a specific URL

About the author:

Robert W. Bly is a freelance copywriter with 4 decades of experience in direct response and business-to-business marketing. He has written copy for dozens of clients including IBM, Forbes, AT&T, Harvard Business Review, and AARP.

Bob is the author of 100+ books including?The Copywriter’s Handbook?(St. Martin’s Griffin). He can be reached at [email protected] or?phone 973-263-0562.

Want to gain more of Bob Bly’s marketing knowledge at no cost? Sign up for a free subscription to his e-newsletter … and claim 4 FREE Bonus Gifts worth over $100 -- here: www.bly.com/reports