Do you write from scratch every time you work on a copy? Well, a smart copywriter would never do so. After all, why reinvent the wheel each time when you have copywriting formulas at hand? There are so many frameworks that can help you craft persuasive copies in no time, and knowing them will increase your productivity twofold. One such formula is the “4 P’s” copywriting formula. If you are unaware of this framework, you are in the right place, as we’ll show you how to use it in your copies.

So, let’s jump straight into the action, shall we?

What Is The 4 P’s Copywriting Formula?

The promise-picture-proof-push marketing strategy is a four-step technique used widely to write copies to promote products and services successfully.

It begins with making a clear and concise promise to potential customers about what they will gain from purchasing or using the service/product. 

You follow that by painting a picture that shows customers the tangible benefits of using the product/service. 

The third step is providing proof of the claims made in the promise, and you can do this through customer reviews, case studies, and testimonials. 

Finally, the fourth step is encouraging customers to purchase by providing the appropriate incentives and pushing them to act now. 

The promise-picture-proof-push strategy effectively converts leads into customers and is utilized by many successful marketers and entrepreneurs.

How To Use The 4 P’s Copywriting Formula?

Let’s take a look at each element of the 4 P’s copywriting formula to help you understand how the 4 P’s copywriting formula works,

The 4 P’s Copywriting Formula

The First P – The Promise

A promise is the element of the copy that lets the reader know what they can expect to gain from the copy. It should be concise and persuasive to encourage readers to continue reading. 

The Second P – The Picture

Following the promise, you have the reader’s attention. It is now time to paint a picture in the target audience’s minds using flowery language to show them the benefits of the product or service in question. Be as imaginative and creative as possible with your copy here. 

The Third P -The Proof

After the picture, include proof in customer testimonials, expert endorsements, or statistics. This provides the reader with an extra layer of trust and credibility so that they get ready to take the plunge.

The Fourth P – The Push

At this step, they are ready to jump but are only waiting for a nudge from your end. You can include a call to action or a push. This can be a request for the reader to take a specific action, such as signing up for a newsletter or making a purchase.

Why Is The 4 P’s Copywriting Formula So Compelling?

By following the 4 P’s copywriting formula, marketers and copywriters can ensure they are accurately and effectively communicating their message in a way that will ultimately lead to more conversions. 

If you look at copies using the 4 P’s copywriting formula, you will understand that there is no mention of features, cost, or how to purchase the product or service. Instead, the focus is on the problems the target audience faces and how your offering can solve them. 

When To Use 4 P’s Copywriting Formula?

The promise-picture-proof-push copywriting formula is a great way to create persuasive and compelling copy. You can use it to write sales letters, website copy, blog posts and other marketing material. This formula involves making a promise to your readers, showing them a picture of what their life could be like if they take action, providing proof that the promise is valid, and then pushing them to take action.

When used correctly, this formula can effectively convince people to take the desired action. You can use it anytime you are trying to persuade someone to do something, whether it’s to purchase a product or sign up for a service. The promise-picture-proof-push formula is an excellent framework for any copywriter and can help you create persuasive, powerful copy that gets results.

Examples Of The 4 P’s Technique In Action

Let’s see how 4 P’s copywriting formula works,

1. 4 P’s In Action In A Sales Copy

4 P’s In Action In A Sales Copy

As you can see, the copy has all the 4 P’s in it. It starts with painting a picture in the reader’s mind, then showing what the product offers. You can then see the proof to draw the reader towards the product with a final push to purchase it.

2. 4 P’s In Action In A Tweet

4 P’s In Action In A Tweet

This is how you can fit the 4 P’s in something as short as a tweet. It begins with painting a picture of what the reader’s world would be with the service, and that follows a promise and a CTA (a link).  

Here are some of the most popular copywriting formulas,

1. AIDA Copywriting Formula

The Attention-Interest-Desire-Action (AIDA) copywriting formula is a widely used approach to writing effective marketing material. The basis of the idea is that people need to be taken on a journey when it comes to making a purchase decision. The AIDA formula aims to get the reader’s attention, build their interest in the product or service you are offering, create a desire to buy, and motivate them to take action. The formula consists of four steps: 

1. Attention: Create an attention-grabbing headline that will make your readers stop and take notice. 

2. Interest: Provide interesting information about the product or service you are offering that will keep the reader’s attention. 

3. Desire: Build desire by presenting the product or service’s benefits to the reader. 

4. Action: Encourage your readers to act by providing a call-to-action in the form of a special offer. 

By following the AIDA formula, you can ensure that your marketing materials are effective and will help to increase sales and leads.

2. PAS Copywriting Formula

The Problem-Agitate-Solve (PAS) copywriting formula is a popular technique used by copywriters to promote products and services effectively. 

The formula is relatively simple: first, you identify a problem that your target audience is likely to have. Then, you agitate that problem by emphasizing its seriousness and highlighting how it affects your audience. Finally, you provide a solution to the problem and explain why your product or service is the perfect solution. 

This formula is effective because it helps engage readers and makes them feel they need to take action. By emphasizing the problem and providing a solution, you can draw people in and show them why your product or service is the best option.

3. BAB Copywriting Formula

The Before-After-Bridge copywriting formula is a powerful tool for writing persuasive copy. It finds its base on the psychological principle of comparison, which is a powerful way to show readers the value of a product or service.

The formula consists of three parts: the before, the after, and the bridge. In the before section, you describe the current situation of the reader. This is where you show them the problem that they are trying to solve.

In the after section, you give them a glimpse of their future if they choose your product or service. This is where you make your offer sound attractive.

Finally, in the bridge section, you explain how they can get from the before to the after. This is where you explain why your product or service solves their problem. By using this formula, you can create a compelling copy that convinces readers to take action.

4. FAB Copywriting Formula

The Features-Advantages-Benefits (FAB) copywriting formula is one of the most effective strategies for creating a persuasive copy. 

The FAB formula works by first highlighting the features of a product or service. This follows a description of the advantages of those features and then the benefits they bring to the customer.

This strategy allows the customer to understand better how a product or service can improve their life. By focusing on what customers gain from using the product or service, the FAB formula helps create copy that resonates with their needs and wants. It is a great way to communicate the value of a product or service in an engaging and persuasive way.

For example, if you are writing a copy for a new laptop, you could list the features such as processor speed, storage capacity, and battery life. You would then explain the advantages of these features, such as faster loading times and longer battery life. Finally, you would describe how these advantages will benefit customers, such as working more efficiently or staying connected for longer.

This simple formula ensures that your copy is both informative and persuasive by highlighting the features of a product or service and explaining why customers should invest in it.

Time To Use The 4 P’s Copywriting Formula!

So you now know that with the Promise-Picture-Proof-Push copywriting formula, you can come up with a compelling copy that the target audience will find hard to resist. First, you have to show what your product or service offers, followed by creating imagery of the reader’s life after using it. The next step is providing proof which can be in the form of a testimonial and finally, there’s the nudge that would drive the reader to take action. It is great for persuasive writing and when it gets you results, don’t forget to thank us!


1. What is the 4 P’s copywriting formula?

The 4 P’s copywriting formula stands for promise, picture, proof, push. You make a promise to your readers, show them a picture of their life, provide proof that the promise is valid, and then push them to take action.

2. What to use the 4 P’s copywriting formula for?

The 4 P’s copywriting formula is the best choice to write copy for websites, emails, blog posts, video scripts, and more to make them compelling to readers. It is a framework that works well for different kinds of copies.

3. What are the most widely used copywriting formulas?

The Attention-Interest-Desire-Action (AIDA), Problem-Agitate-Solve (PAS), Before-After-Bridge (BAB), Features-Advantages-Benefits (FAB) are some of the most widely used copywriting formulas that work.