Let me reveal a winning formula I use – In this case, for a new product launch. It’s one of several formulas I use in creating winning direct mail, Facebook, pre-rolls, geofencing, email, landing pages, TV commercials and more.
Let’s take a look at a formula known as the 4 P’s:
The 4 P’s have helped me win 90 awards, including the “Best Direct Mail Award” for an alternative health supplement product launch called Brolico.
To launch Brolico’s product, my team and I created a persuasive 20-page, award-winning magalog.
This magalog followed the 4 P’s formula:
“P” #1: Promise
Brolico promised to dramatically improve its prospects’ immune systems….bringing them fuller, healthier lives.
Starting with a “promise” catches your readers’ attention by promising them a benefit.
Call your promise out in the headline, elaborate on it in the subhead and then expand further in your opening.
In Brolico’s magalog, we highlighted the promise right in the headline – Help Your Immune System 1,000X, Possibly More Powerful Than Anything Else Ever Discovered.
Here is the cover of the magalog:
“P” #2: Picture
The magalog format for Brolico allowed us to communicate the benefits graphically and verbally…showing pictures of happy, healthy people living active lifestyles.
Help your readers imagine themselves enjoying the benefit or outcome you’ve promised. This approach appeals to your prospects’ emotional triggers. Specifically elaborate on how your product or service will make this benefit a reality.
“P” #3: Proof
Back up the picture you’ve painted with cold hard facts: Statistics, research studies, charts, graphs, testimonials, third-party reviews, certifications, product photos and product demonstrations.
And for Brolico, we proved with great detail our story…specifics, not generalities.
For example, we showed a chart that displayed the dramatic difference between the power of Brolico and other supposedly immune-boosting supplements.
“P” #4: Push
This is more than just a call to action – it’s also delivering your irresistible offer and illustrating how much value your recipient will receive. Your goal is to link the promised benefit to the enticing picture to the acceptance of the proof…all to result in an action.
Here are two pages of the magalog that present the offer
And for Brolico, we gave a compelling offer:
- A potential health turnaround in 90 days
- Three free bonus special reports
- As much as a 55% discount
- Extra fast response bonus
- Double 100% money back guarantee
Remember this: Prospects will not buy what they don’t understand.
In every direct mail piece, landing page, email, digital ad, pre-roll video, Facebook ad and TV commercial be sure to educate and inform your reader about the benefits of accepting your offer. Well-structured copy – the result of a well-designed formula – will boost your chances of generating the lead or closing the sale.
So, look at your marketing. Where are you falling short in following the 4 P’s formula?
I’d be glad to give you a no-obligation, free critique. Just call me at (310) 212-5727 or email Caleb at email@example.com.
Here are the rest of this week’s articles: