PPPP copywriting framework explained

Quick 2-min explainer: PPPP copywriting framework (with example)

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Copywriting frameworks help arrange information in a compelling way and brings structure to the process. PPPP or 4P approach takes one of the most popular copywriting frameworks AIDA to the next level. We spoke about AIDA framework in a previous blog.

PPPP stands for Promise – Picture – Proof – Push.

The framework is built along the lines of AIDA but adds some persuasive techniques. So, in many ways, you could simply use PPPP framework instead of AIDA. This would work especially well in longer copies. Here is what each P in PPPP means:

1st P in the PPPP framework – Promise

Every copy is trying to sell something. In the PPPP framework, it begins by selling the dream. The dream is the promise of the end result will be if the visitor goes ahead with the sale. This promise will keep the visitor interested enough to keep reading.

The promise section should clearly and succinctly convey what the reader will get by reading the copy.

The promise is made using the headline and often the sub-heading. Below is an example of a PPPP framework driven copy from MarkManson’s website. I picked it up from the web archive, since the site has now changed.

Source: MarkManson.net

2nd P – Picture

Next, the promise is made vividly clear on how the world will look when the promise is fulfilled. This is intended to pique the interest of the visitor.

If the Promise section was to explain “what’s in it for me”, then the Picture explains the promise with storytelling and descriptive imagery. It transports the reader to the post-promise world that the reader desires. It makes the reader imagine how his life would be if the desired outcome is achieved.

The section targets the emotional part of the reader.

Here is how Mark Manson described in vivid detail the Promised land for the visitor:

Source: MarkManson.net

3rd P – Proof

Once the reader is emotionally invested in getting to the promised land, we appeal to the logical side of the reader. we answer the questions: “Why should you listen to me?” In this section, we show proof on how our solution can take the readers to the promised place. We build our credibility and of the solution.

Social proofs like testimonials, case studies, and statistics work very well in this section. Other ways like demos, third party facts, charts, graphs etc are also used to convince the reader.

Mark uses hard stats to prove his credibility in our example. He shows the massive following he has on each of the channels. Here are the screenshot of his copy and the Proof section:

Source: MarkManson.net

4th P – Push

Finally, we make the pitch. We offer a solution and encourage the visitor to take action. The CTAs are part of this section.

If the earlier sections were convincing enough, then this section should make the reader take action and convert. The push section need not be a very extensive section.

The intent of push is to nudge the reader with a no-brainer offer and then asking them for a purchase or the intended action. This is where everything we did comes to its logical conclusion. You are tying the Promise, Picture and Proof to a convincing concrete action.

The push section is always an explicit call to action. Do not shy away from asking to act.

In the example we took, Mark’s push section is just one line. Here is the Push part in the copy:

Source: MarkManson.net

Conclusion

PPPP is an incredibly powerful framework in copywriting as it allows the reader to improve their conversion rates in a scientific manner.

This is framework can be used very effectively in email copies. Here is an explainer of using PPPP framework in email copies by GMass.

Apart from PPPP, we have covered a few other frameworks like AIDA, PAS, BAB, SSS and FAB. They are worth reading.

Further reading

You can check all our copywriting-related blogs here. You will benefit immensely by having some copywriting checklists in place. For eg. the 1-2-3-4 copywriting formula and the Forehead slap method to write more effective copies.

Video explainer

Until next time,

Shyam


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