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TSS #056: The 4P Formula for Better Content (that converts)

Jan 28, 2023

Read time: 90 seconds

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One of my favorite copywriting techniques is an oldie, but goodie.

It’s called the 4P’s, and it stands for:

  • Promise
  • Picture
  • Proof
  • Push

Here’s how I used it to create a Twitter thread that led to 600+ newsletter subscribers in just 24 hours.


I open the Twitter thread by making a bold promise to deliver information that I know my readers will enjoy.

Paint a PICTURE:

Having a 6-figure side hustle for just $19 is a bold promise.

But what can the reader expect to learn? What skills? What are the benefits?

I want to spell those out so the reader can picture themselves reaping the benefits of my promise.

Show Your PROOF:

Once I’ve made a promise and painted a picture, I use the rest of the thread to prove my value.

To show the reader that I know exactly what I’m talking about.

PUSH the Reader to Act:

Having proven my value to the reader, I’m now in a position to push them to act.

So, I do.

I position my newsletter as the logical next step to get more relevant guidance for their business.

And with 600+ new subscribers that day, I’d say it worked.

That’s all for today.

See you next Saturday.

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