In business school, we all learned the four Ps of marketing: product, price, promotion and place. But, how about the four Ps of copywriting? Are they the same? Not at all. The American Writers and Artists Institue (AWAI) prescribes the following 4P formula for writing persuasively:
- Paint a Picture – Use metaphors, analogies and stories to bring problems and solutions to life.
- Make a Promise – Tell the reader what your product or service will do for him. Communicate your unique value proposition (UVP).
- Offer Proof – Give your promise credibility by supporting it with facts, statistics, case studies and testimonials.
- Push for Response – Create a highly desirable offer and make it irresistible.
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