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4Ps Copywriting Formula: Walk your readers through the sales process

Dec 7, 2017 | Copywriting, SEO copywriting, Writing blog posts, Writing emails

Eliminate fear of the blank page. Better still walk readers through the sales process with the 4Ps copywriting formula trusted by expert copywriters

I know that feeling. The fear of the blank page. That stark, white anxiety-inducing nothingness.

You know what you want to say in your marketing copy. But you also know you’ve only a limited amount of time to capture your reader’s attention.

But, where to start? How to say it?

You’re not alone.

The good news is you don’t have to write from scratch.

That’s right.

I’m going to tell you about a simple, efficient and time-saving formula devised by the great and the good in the copywriting world.

The result?

You’ll be able to cut to the nub of your offer, present it in a way that’s persuasive and encourage your readers to get on the phone or fill out your enquiry form.

Let’s begin.

The 4Ps copywriting formula

Promise, picture, proof and push. It’s the perfect structure for keeping your copy tight and focused.


First off, grab your readers’ attention with an offer that’s relevant to them. Most importantly make it clear what’s in it for them if they read your copy.

You can outline your promise in your headlines and subheadlines. Also, in your opening paragraph.


Once you’ve captured your reader’s attention, draw it in by painting a picture of your reader enjoying the marvellous benefits of your promise. Use vivid language.


Today 92% of consumers read reviews before making a decision to purchase.

So back up your promise with proof that your product or service can do what you say it can do.

Proof can be in the form of testimonials, case studies, statistics or even a product demonstration.


Finally, I should remind you that the whole point of marketing copy is to persuade your reader to take action.

So don’t end your copy with bland words such as:

  • Contact us


  • Enquire now

Remind your reader of the value of enquiring. Recap your promise and picture. Your reader might be wavering in its decision-making. It might be thinking:

  • ‘I’m not sure.
  • “Perhaps I should shop around.’

So eliminate any perceived risk in getting touch with you. Address your reader’s concerns.

Why is the 4Ps copywriting formula so compelling?

The 4Ps doesn’t waste time talking about product features, price, where and how to buy, support and so on.

What it does is simply address problems your reader really cares about. Plus shows your reader exactly how you’ll solve them.

Where and how can you use the 4Ps copywriting formula?

Here’s the best part. The 4Ps formula walks your readers through the sales process, so it is versatile. You can use it to write copy for:

  • Websites
  • Emails
  • Blog posts
  • Sales letters
  • Video scripts

And more.

So it all adds up to this

For persuasive copy that prompts enquiries, you should look no further than the 4Ps copywriting formula. Use it to:

  • Outline your promise
  • Paint a picture of your reader enjoying the benefits
  • Back up your promise with proof you can do what you say you can do
  • End with a gentle push into taking action.

As a result you’ll not only get over your fear of the blank page, but also you’ll have the structure you need to write copy that converts readers into enquiries.

It’s easier than you think.

And finally

If you would like help writing persuasive communications, then do get in touch. You’ll be surprised at how straightforward writing can grab your audience’s attention.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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