4 P’s Framework As Page Layout For Conversion

The 4 P’s Framework: Promise — Picture — Proof — Push

1. Promise

A big benefit explained clearly. For example, “green juice lets you have all the nutrition in one cup without shopping, blending, or cleaning”.

2. Picture

It gets the reader to think about how the product will change their life.

(2. Objections)

If you tried to come up with a picture copy, but you believe it won’t work because of A/B/C, you can create your copy by knocking down objections.

3. Proof

Focus on proof. You should have more proof than the promise, not the other way around. Proof can be testimonials, figures, graphs, before-after pictures, sales screenshots, demos, etc.

4. Push

Tell them what exactly the actions you want them to take, whether it’s to enter their name and email, or sign up for the program. Tie this action back to the promise and benefit if possible. Make them think about the benefit they are going to get rather than the $500 they are going to pay. Treat the reader as 5th grade, so the instruction should be as simple as possible. “Push” sounds aggressive, because it should be. It is not a nudge or “BTW”, it is a push. You transfer that certainty to your visitors.