The Five Ps of Web Copywriting
Here are each of the five Ps along with a simple definition.
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Problem – Whenever your task is to convince someone of a need, you must first convince the buyer there is a dilemma that must be addressed. This dilemma or problem helps to set up a sense of urgency, indicating action must be taken in order to take care of the issue at hand. Once your copy presents this problem, then you can begin the process of convincing the buyer you have the solution.
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Promise – Essentially, your promise is that the subject matter of your sales pitch is going to make everything okay again. For example, if you presented the problem of dirty windows, you now promise that your product provides the best solution available.
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Proof – Having made a promise or claim, it is now time to put your money where your mouth is. In order words, you are going to present all the reasons why your solution works better than anything else. Here is where you make your solution irresistible to the consumer by pointing out how quickly and easily the problem can be made to go away.
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Price – After making all the benefits clear, you add the icing to the cake. That is, you make note of what a small cost is necessary to obtain all these wonderful advantages. The idea is to convey that your solution is worth every penny of the cost, even if it may be a little more than some of the similar but obviously inferior products offered by the competition.
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P.S. – This is where you add in one more added benefit. This can be something that is outside the scope of the original problem, but somehow still related. For example, you may note that your product not only makes windowpanes crystal clear, but will also do a great job on that resin furniture in the back yard. The p.s. is your chance to provide one more benefit and thus nudge a consumer who is on the fence to go ahead and take the plunge.
This simple formula can be utilized with just about any type of situation where you want to present an issue and then offer a viable solution. Give it a try. Think of a single problem and then see where this process takes you. The results will be a pleasant surprise.
How to Write a Compelling Headline that Qualifies Your Prospects
No matter how well crafted the body of your content, a headline that grabs attention will always make a difference. Of course, you want to grab the right kind of attention. That is, you want the reader to be attracted by the headline and thus want to read the body of the text.
You do not want the reader to read the text simply because he or she wants to find out what type maniac would come up with a title like that. Here are three simple tips to keep your headlines interesting, compelling, and attractive to your audience.
Tip # 1 – Keep it simple, stupid. Yes, the old KISS principle that Toastmasters have used in public speaking for decades also works with the printed word. When it comes to your headline, don’t get too prolific with the word count. Choose your words carefully and use no more than you need to grab attention. A headline is not meant to tell the whole story, but it should help your prospect know what is coming next. is to come.
Tip # 2 – Make it relevant. Headlines that are misleading may grab attention quickly, but you will lose the reader in just a few seconds if the content has nothing to do with the promises made in bold. It is okay to use double entrendes or other plays on words with your headline. Just make sure that by the time your readership has made it through the first paragraph, they get the relationship.
Tip # 3 – Make the headline memorable. You want people to recommend the content to other people. If the headline is so bland that it really doesn’t stick with the reader, then you will lose a lot of attention. While you want simplicity and relevance, you do not want boring. Make the headline zippy and something people will want to repeat.
Headlines are often overlooked as being unimportant or just a formulaic construct of writing copy. Neither concept is true. Headlines are essentials and can play a huge role in grabbing attention. When coupled with compelling copy, a great headline can make all the difference between success and failure.
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