How To Be A More Persuasive Writer

Be A More Persuasive Writer









The Four “P” Approach To More Persuasive Writing






The Four “P” Approach: A Persuasive Writing Structure That Works by of CopyBlogger.




The 4 Ps Approach to Persuasion


The 4 Ps structure consists of promise, picture, proof, and push in place of the four elements of attention, interest, desire, and action.









1. Promise

  • The promise you make is designed to catch attention
  • That beneficial promise is made with the headline, and carried over into your opening.
  • This is the most important part of the piece, because if the reader stops here, it’s game over.
  • This promise is “what’s in it for them.”




2. Picture

  • Instead of the vague notion of “interest,” here we segue into painting a vivid picture for the reader.
  • You’re fleshing out the promise and beneficial payoff using vibrant descriptive language.
  • One way to do this is to get the reader to imagine themselves enjoying the benefit or desired outcome.
  • Then you get very specific about how your proposed solution or idea makes that benefit happen.
  • The Picture phase suggests using storytelling and vivid descriptive imagery as a way to hold the reader’s emotional interest while you nudge them down the path to acceptance.




3. Proof Statistics

  • Studies, graphs, charts, third-party facts, testimonials, a demonstration that the features of your product deliver the benefits you’ve promised—these are all part of the Proof section of your piece.
  • Now’s the time to play it straight and appeal to the reader’s logical mind to support the emotional triggers you pulled with the Picture.




4. Push

  • The Push phase is more than just a call to action.
  • It’s delivering an outstanding offer in a promotion, and then asking for the purchase.
  • It’s the grand finale where your big idea makes as much sense to the reader as it does to you.
  • Persuasive writing begins with the ending in mind, so during the push you’re tying the beneficial promise and the vivid picture to solid acceptance and concrete action.
  • Don’t be shy about “telling them what you’ve told them” as a way to connect the dots, because an assumption of understanding is an enemy to acceptance.




Understanding is the Key to Persuasion

  • Persuasion is not about coercion or manipulation, persuasion is about understanding.
  • Understanding leads to acceptance when the product is relevant and high-quality, and when the idea is sound and well-targeted.
  • Just don’t assume people understand on their own.
  • It’s a noisy world out there, so you’ve got to educate your readers.
  • Good copy simply educates the reader in a way that the brain finds appealing.
  • And a big part of brain-friendly language is the compelling structure that people need to see things your way.




(About the Author: Brian Clark is founder of Copyblogger and CEO of Copyblogger Media.)




If you enjoyed this post about being more persuasive in your writing and found TONS OF VALUE from Brian Clark’s four “P” approach, please do yourself a favor and share with all whom who feel would benefit from knowing this information…..Thank You!




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To Your Success,
Joan Harrington

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