There’s an old saying along the lines of “great writing can’t be taught.” To a degree, this is true, mainly in the fiction world. But when it comes to writing amazing copy for marketing, experts in today’s field have it down to a formula. Brian Clark, former lawyer, realtor, and now seasoned copywriter, has taken the somewhat lesser-known formula, the “4 P’s” of copywriting, and recalculated it to make it “The 5 P’s of Copywriting.” Executed correctly, Clark’s “5 P’s” will take your copy to the next level. Below is the formula he’s provided copywriters with for successful, sellable marketing copy:
Okay, so there are technically 6 P’s on this list. But this is the precursor to all the other P’s, making it among the most essential parts of this writing formula. The prospect is defined by Clark as “the person or persons you’re trying to sell to.” The reality of the marketing world is that you’re often talking to a lot of people with varying lives and interests. The key to reaching your prospect is to make them feel like you’re speaking directly to them.
One of the biggest mistakes copywriters make in this area is trying to please everyone. If you do this, the copy becomes generic, and the people you need to capture the interest of to build your client base will click away in a second. You must know your prospect’s worldview- their comprehensive image of the world and how they fit into it. Once you know that, cater to it- and instead of capturing more customers who don’t stick, you’ll build a steady client base (and reputation) that withstand in your market.
This is another foundational piece of the “5 P’s” copywriting formula. The premise, or “a proposition supporting a certain conclusion,” ties your entire piece into a single narrative within your prospect’s brain.
Execution: It’s difficult to have a truly unique feature in most markets today, but that doesn’t mean you can’t make a unique and compelling narrative. Your copy should be four things: Unpredictable and attention-grabbing (not the “same words, different company”); Simple and clear, but not dumbed-down; Tangible and real for your audience; and credible, meaning that it must be believable or no one will buy into it. Amazing copy, yes; incredible (in the truest sense of the word); no.
An assurance that you are going to do something for your prospect. You’re going to make them a better person because of what you’re offering.
Execution: The promise should be implemented somewhere in the headline or subheader. It should be the enticing words that get them to read the first sentence.
Paint an image of how your product or service is going to better your prospect’s life. They want to listen to the story and think “Hey, that’s me!”
Execution: When you can, use literal storytelling. Use words like “imagine if…” or “picture this…” to take readers to a spot in their mind where they are envisioning the story around your product or service.
Everyone makes emotion-based decisions, and perceived proof is how they justify making a purchase or signing up for a program.
Execution: Use facts, statistics, or a guarantee. If you have research, implement it here. This is not a place to skimp on- this is what will flip the skeptics.
This might just be the easiest part of the 5-step system…
Execution: If all of the other segments are in place, then the push should happen on its own. Congratulations- the right prospects should be convinced that they need what you’re offering.
With Clark’s “5 P’s,” not only will your copy grab the attention of the best prospects for your business- it will be the first step of turning prospects into lifelong clients. To find out more about how intelligent, amazing copy and design can transform your brand’s image, contact us at Deksia.