Employees should understand marketing methods. The 4 P's of Persuasion is a framework to formulate persuasive written messages in a sales pitch or when pitching an idea.
The 4 P's are a method of written communication in marketing, advertising and corporate communication. They are a persuasive technique that stresses some critical points; to generate convincing, forceful, powerful, seductive and strong messages.
The 4P's stand for Promise, Picture, Proof, and Push:
Promise: the first part or phase of the pitch needs to grasp the attention of those to whom you want to persuade. The promise should be contained in the headline and then continued in the beginning of a message.
The promise, the headline of a written message, is the most important part because it is the first chance to bring a reader to read your message. The promise should contain the most important reasons why they should read your pitch.
Picture: the promise and its benefits are explained in more detail with descriptive language that should stimulate a visual picture: the reader have a mental picture representing the content of the message.
An effective way to build a mental picture is to describe the benefits and let the reader imagine them in his specific context; for example, if the text is promoting an armchair, the reader imagines himself sitting in a comfortable armchair. In the Picture phase a writer leverages images description to keep a reader emotionally interested in the content.
Proof: here the reasoning is supported with proof, using statistics, research, graphs, charts, testimonials or any other supporting tool. Preferably provided by third parties. Here it is important to show that the benefits which were promised will be delivered.
In the reader’s mind the focus shifts from an emotional to a rational interest needed to achieve a full acceptance of the message . The acceptance could be the purchase of a product, the endorsement of an attitude or a behavior, etc… Many commercial messages fail at this stage because they lack credible proof that can support the first two phases of the message.
Push: this phase should deliver an exceptional offer, and then ask in a direct way for a purchase or action by the reader. The push is obviously a key part of any persuasive written message. In this final part of the message the reader should realize the business sense of your proposal as it has been meant by the writer.
Any persuasive message must take the push-ending into consideration from the beginning. And when it is time to push, at the closing, it is needed to draw connection lines between your promise, its benefits, glowing pictures, strong supporting evidence and the concrete actions required to start enjoying the benefits. The push phase is aimed at explaining once again and, in a more explicit way, why the reader should do what your asking.
The key of persuasion is understanding, so make sure your target has really understood what you are trying to tell. If a text is delivered to the right target and the arguments supporting the message are strong and understood, the acceptance is likely to follow. A common mistake of many sales and marketing people is to assume their prospect have understood. progress.
So what?
If you work in the corporate world long enough and want to be promoted into leadership positions, you will at some point need to make a pitch in writing to someone about something. It is expedient for an employee to learn how to do it now.
Going Further
If you do not possess good writing skills, you should take a class or find a mentor or tutor. Writing and communications skills are like gold.
The 4 P's are a method of written communication in marketing, advertising and corporate communication. They are a persuasive technique that stresses some critical points; to generate convincing, forceful, powerful, seductive and strong messages.
Promise: the first part or phase of the pitch needs to grasp the attention of those to whom you want to persuade. The promise should be contained in the headline and then continued in the beginning of a message.
The promise, the headline of a written message, is the most important part because it is the first chance to bring a reader to read your message. The promise should contain the most important reasons why they should read your pitch.
Picture: the promise and its benefits are explained in more detail with descriptive language that should stimulate a visual picture: the reader have a mental picture representing the content of the message.
An effective way to build a mental picture is to describe the benefits and let the reader imagine them in his specific context; for example, if the text is promoting an armchair, the reader imagines himself sitting in a comfortable armchair. In the Picture phase a writer leverages images description to keep a reader emotionally interested in the content.
Proof: here the reasoning is supported with proof, using statistics, research, graphs, charts, testimonials or any other supporting tool. Preferably provided by third parties. Here it is important to show that the benefits which were promised will be delivered.
In the reader’s mind the focus shifts from an emotional to a rational interest needed to achieve a full acceptance of the message . The acceptance could be the purchase of a product, the endorsement of an attitude or a behavior, etc… Many commercial messages fail at this stage because they lack credible proof that can support the first two phases of the message.
Push: this phase should deliver an exceptional offer, and then ask in a direct way for a purchase or action by the reader. The push is obviously a key part of any persuasive written message. In this final part of the message the reader should realize the business sense of your proposal as it has been meant by the writer.
Any persuasive message must take the push-ending into consideration from the beginning. And when it is time to push, at the closing, it is needed to draw connection lines between your promise, its benefits, glowing pictures, strong supporting evidence and the concrete actions required to start enjoying the benefits. The push phase is aimed at explaining once again and, in a more explicit way, why the reader should do what your asking.
The key of persuasion is understanding, so make sure your target has really understood what you are trying to tell. If a text is delivered to the right target and the arguments supporting the message are strong and understood, the acceptance is likely to follow. A common mistake of many sales and marketing people is to assume their prospect have understood. progress.
If you work in the corporate world long enough and want to be promoted into leadership positions, you will at some point need to make a pitch in writing to someone about something. It is expedient for an employee to learn how to do it now.
Going Further
If you do not possess good writing skills, you should take a class or find a mentor or tutor. Writing and communications skills are like gold.
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