If you’re like many business owners I talk to, you have a hard time writing effective marketing copy to sell your product or service.
You understand that your business value is measured by how well people respond to the marketing messages you send out. You also know that consistently conveying the significance of what you sell is the way to build a loyal base of customers.
But…you just can’t find the words to say when you sit down to actually write.
Well, I’d like to give you a very simple structure to get you started writing all kinds of marketing copy. Some call it the Four Ps, or promise-picture-proof-push.
It’s a great copywriting roadmap to use to ensure you give your reader everything she needs to make a buying decision.
Now, let us look at the first two parts of the Four Ps in detail:
- Promise
Your marketing has just a few seconds to get your reader’s attention. What are you going to say? Well, start by making a big promise—specifically in your headline and throughout the lead of your marketing piece. For example, let’s say that you sell life insurance. Your big promise might be, “Enjoy peace of mind and pride knowing you provided for your loved ones.” Just understand…if you want your offer read, attract with promises.
- Picture
Now, how do you make the promise I just told you about real? Do it by painting a picture in your reader’s mind. If done correctly, pictures help your reader to see herself enjoying the benefits of the big promise. Using the life insurance example, perhaps you would create a convincing picture by describing how her family’s needs would be taken care of after she is gone, because she bought that life insurance. A compelling picture stimulates desire in your reader.
Well, that’s it for now.
Tomorrow I’ll give you the next two components to include whenever you want to produce results-driven marketing copy for your business.
To your business achievement,
Tanya
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