5Ps Copywriting Formula

Premise Promise Picture Proof Push

The 5Ps formula from Copyblogger adds one more P to the original 4Ps formula.

Premise. It’s the emotional concept that attracts attention and keeps the reader engage from start (the headline) to finish (CTA). It connects your copy with your reader´s worldview. Great premises are unpredictable, simple, real, and credible.

Promise. Make a bold promise. The promise is an attention-grabbing expression of your premise.

Picture. Use images, storytelling, and tangible language to hold your reader’s emotional interest. Get your prospects to imagine themselves enjoying the ultimate benefit or desired outcome.

Proof. Back your promise up with proof (statistics, studies, graphs, charts, testimonials).

Push. Communicate an irresistible offer and then ask your reader to take action.