As practice and common sense show, such a sequence is the most effective.
Posted: Sat Dec 21, 2024 3:59 am
This formula involves a "frontal attack," charming the potential client with the benefits of the product and then proving that it is true.
P icture - create an attractive image of your product or service.
Promise - you promise that your offer will make the customer's life better and describe what exactly this consumer happiness will consist of.
P rove — provide verified facts proving that your product really has the properties described above. They can be supplemented with video reviews of satisfied customers, signed and printed letters of thanks, etc.
Push — you push the user to a conversion action, for which, in fact, all advertising technologies were invented.
We used the PPPP formula when developing a landing page for home construction services.
In the example above, we create an attractive image for the target audience — life in a reliable house in a cottage village (Picture). We promise that this house will last more than a hundred years (Promise). We inform the user of facts, supported by specific figures, about the length of the company's presence on the market, the volume of housing already built and delivered, etc. (Prove). We push the site visitor to a conversion action, involving him in viewing the options for houses and offering to order a consultation (Push).
Speaking about the complexity of applying this formula, we note: it is very difficult to create an attractive, but at the same time “lifelike” image of a product.
In particular, it is not easy to find a picture in which people using the product would seem genuinely happy. For example, many pictures from photo stocks that seem to show smiling people literally reek of falseness.
At the same time, the consumer will not give you a second chance. When using the PPPP formula, the advertising nature of your message becomes clear immediately. And advertising, as we know, is not popular. Therefore, here it is "all or nothing" - if you do not charm the potential client with your idea right away, you lose him.
Think 7 times whether you have managed to create an attractive and at the same time life-like image.
5. PMHS
Unlike the previous formula, PMHS starts with the negative. Instead of "the keys to heaven," you sell the opportunity to "escape from hell."
Pain — you describe the consumer's pain. Its mention can be put in the title, the first paragraph. The very mention of the problem will interest the consumer, since he will hope for a hint on how to solve it .
More pain — you increase the pain, scale the problem. For example, if at the first stage the advertising message said: “Your wife does not get enough sleep because of your snoring and you are tormented by a feeling of guilt…”, then at the second stage you can “swing the pendulum” by informing the user of medical facts about heart whatsapp group iraq attacks caused by snoring.
Hope — you give hope. For example, you tell that 5 thousand Muscovites have already solved the snoring problem once and for all.
S olve — offer a solution. Inform the user about your product, for example, a nasal clip for snoring.
Here is another example, from our practice:
The text written according to this advertising formula contributed to the success of promoting plastic surgery services in VK public pages .
If you use this formula, be especially careful in the second stage (More pain). The scary facts you present must be real, verified. If the consumer gets the impression that you are making a mountain out of a molehill, he may smirk and ignore your offer, even if it really meets his needs.
Based on the problems of the target audience, help the potential client understand their seriousness, but do not turn your advertising into a comedy horror film.
P icture - create an attractive image of your product or service.
Promise - you promise that your offer will make the customer's life better and describe what exactly this consumer happiness will consist of.
P rove — provide verified facts proving that your product really has the properties described above. They can be supplemented with video reviews of satisfied customers, signed and printed letters of thanks, etc.
Push — you push the user to a conversion action, for which, in fact, all advertising technologies were invented.
We used the PPPP formula when developing a landing page for home construction services.
In the example above, we create an attractive image for the target audience — life in a reliable house in a cottage village (Picture). We promise that this house will last more than a hundred years (Promise). We inform the user of facts, supported by specific figures, about the length of the company's presence on the market, the volume of housing already built and delivered, etc. (Prove). We push the site visitor to a conversion action, involving him in viewing the options for houses and offering to order a consultation (Push).
Speaking about the complexity of applying this formula, we note: it is very difficult to create an attractive, but at the same time “lifelike” image of a product.
In particular, it is not easy to find a picture in which people using the product would seem genuinely happy. For example, many pictures from photo stocks that seem to show smiling people literally reek of falseness.
At the same time, the consumer will not give you a second chance. When using the PPPP formula, the advertising nature of your message becomes clear immediately. And advertising, as we know, is not popular. Therefore, here it is "all or nothing" - if you do not charm the potential client with your idea right away, you lose him.
Think 7 times whether you have managed to create an attractive and at the same time life-like image.
5. PMHS
Unlike the previous formula, PMHS starts with the negative. Instead of "the keys to heaven," you sell the opportunity to "escape from hell."
Pain — you describe the consumer's pain. Its mention can be put in the title, the first paragraph. The very mention of the problem will interest the consumer, since he will hope for a hint on how to solve it .
More pain — you increase the pain, scale the problem. For example, if at the first stage the advertising message said: “Your wife does not get enough sleep because of your snoring and you are tormented by a feeling of guilt…”, then at the second stage you can “swing the pendulum” by informing the user of medical facts about heart whatsapp group iraq attacks caused by snoring.
Hope — you give hope. For example, you tell that 5 thousand Muscovites have already solved the snoring problem once and for all.
S olve — offer a solution. Inform the user about your product, for example, a nasal clip for snoring.
Here is another example, from our practice:
The text written according to this advertising formula contributed to the success of promoting plastic surgery services in VK public pages .
If you use this formula, be especially careful in the second stage (More pain). The scary facts you present must be real, verified. If the consumer gets the impression that you are making a mountain out of a molehill, he may smirk and ignore your offer, even if it really meets his needs.
Based on the problems of the target audience, help the potential client understand their seriousness, but do not turn your advertising into a comedy horror film.