13: How to write a compelling sales message without being cheesy or sleazy
Imagine being able to write a compelling, emotional sales message that doesn’t come across as sleazy or icky. What if you could whip up that sales message quickly and have it strike the right note with your prospective client? And when you write this message, it gets your reader to take the action you want them to take, whether it’s to book a call, click a link, or push the buy button.
That’s exactly what you’re going to learn how to do in this episode of ill communication. I’m sharing a powerful copywriting formula that has stood the test of time. It’s been used in some of the most successful marketing and advertising campaigns, and in fact, it’s being used on you right now!
This copywriting formula is not only effective, but it is my personal favorite. You can use it to write almost any type of copy. Whether it’s a donation letter, a sales email, or a Facebook ad, this formula will help with it all.
Topics We Cover in This Episode:
What the P4 formula is
Why this formula is so effective
The key components of this formula
How to use this formula in your copy
Remember, P4 works best on audiences that already know, like, and trust you. So use this formula as one of the final messages in your funnel to help people see themselves in that future state and elegantly persuade them to take that next step with you.
I hope you enjoyed this episode! Make sure that you tune in next week, because I’m sharing some of the best tools that help me write high-performing sales copy, and I think some of those tools might surprise you.
Are you following the podcast? Have you left a rating and review? When you do, it helps other people find the podcast too, so please do so if you haven’t already!
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Imagine being able to write a compelling, emotional sales message that doesn’t come across as sleazy or icky.
What if you could whip off that sales message, quickly. And have the confidence it would strike the right note with your prospective client. When you write this message it would get your reader to take the action you want them to take, whether it’s to book a call, click a link, or push the buy button.
Well, my friend, that’s exactly what you’re going to get in today’s episode.
You’re going to get a powerful copywriting formula that’s stood the test of time. It’s been used in some of the best performing marketing and advertising campaigns.
And in fact, it’s being used on you right now.
Keep listening to get an effective - and my personal favourite - sales copy formula.
Hello and welcome to the 13th episode of ill communication.
Today, you’re going to get a sales formula you can use to write almost any kind of copy: a donation letter, a sales email, a facebook ad, a Video Sales Letter, or a sales page.
My friend, the sales formula is <frumbrool> the P4 Formula.
P4 stands for Picture - Promise - Prove and Push.
This formula is attributed to Henry Hoke Sr, who was an adman around the 1940s and a notable direct response marketer.
P4 is one of my most favourite sales formulas to use.
Here’s why.
So often in sales messaging, we focus on the pains and problems our customers have.
P4 is a brilliant formula because it focuses on the future-state, the dream-state, the deep desires your prospects have.
It helps you show what the result of working with you will be.
P4 is the perfect formula to use with audiences who already know, like and trust you...they’re further along in their relationship with you -- they’re “warm” traffic… but they need a little bit more persuasion to tip the scales in favour of a sale.
Let’s break down the different components.
P4 messages begin by describing the transformation your prospect or lead will have after they use your service or buy your product.
It typically starts out with Imagine this… Or Picture yourself… --- pay attention to the ads you see on YouTube, TV or Facebook. The Imagine this… is a tell you’re being served the P4 formula.
So the first P is painting a picture of what’s possible.
The second P is Promise - make a meaningful promise of what your product or service will deliver.
The third P - Prove. Support your promise with social proof, logos, data or testimonials. Something to back up your claims.
And the final P is Push - tell your reader what action to take. Make it irresistible. If your promotion is ending soon, or there’s only a limited number of seats, make sure you mention it. Just make sure you tell your audience what to do.
I’m going to re-read the intro to this episode. See if you can spot the different sections of the P4 formula: Picture, Promise, Prove and Push:
Imagine being able to write a compelling, emotional sales message that doesn’t come across like as sleasy or icky.
What if you could whip off that sales message, quickly. And have the confidence it would strike the right note with your prospective client. When you write this message it would get your reader to take the action you want them to take, whether it’s to book a call, click a link, or push the buy button.
Well, my friend, that’s exactly what you’re going to get in today’s episode.
You’re going to get a powerful copywriting formula that’s stood the test of time. It’s been used in some of the best performing marketing and advertising campaigns.
And in fact, it’s being used on you right now.
Keep listening to get an effective - and my personal favourite - sales copy formula.
Did you identify all the sections? I’m sure you got an a+ on the p4!
P4 works beautifully in shorter copy like elevator pitches or the intro to this episode, AND you can use it to frame out longer form copy, like an email or a long-form Facebook ad.
I’ve also used it on sales pages and grant applications.
The next time you’re writing a series of sales emails or facebook ads make sure you include the P4 - just remember P4 works best on audiences who already know-like-trust you and are a little further along the customer journey with you.
Use P4 as one of the final messages in your funnel to help people see themselves in that future-state, and elegantly persuade them to take the next step with you.
The structure help you write more quickly, and because it’s a proven formula, you’ll probably see some pretty good engagement too.
Thank you so much for joining me today!
Make sure you tune in next week, because I’m sharing some of the best tools that help me write high-performing sales copy. And I think some of the tools might surprise you! You do not want to miss that one.
Hey - I have a question for you. Are you following this podcast? And have you left a rating or review? When you do it, it helps other people find the podcast. So please follow or subscribe and drop a rating to let me know what you think of ill communication - I’d love to know if it’s helpful to you. Thank you so much.
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