Frameworks are a great way to take complicated strategies and break them down into easy-to-consume pieces. Today I'm going to teach you the 4 P's framework that will help you create clarity in all your marketing pieces.
You're about to learn what they are and why they are important in every area of your marketing.
This principle positions you as the guide and your customer as the hero.
So, what are the 4 P's?
Who are you talking to?
No really, specifically WHO is the person that your message is created for?
The more specific you can be, the better. It's NOT a human that lives in the United States. It needs to have the characteristics and attributes of that individual. Example: A Spartan Racer on a Keto diet that lives in Dallas. Your message to them is going to be a lot more on point than saying an athlete in the United States. If you have a larger audience or list you are sending an email out to, then think about the attributes of that tribe of people.
Here are a few items to consider:
- Where do they spend their time?
- What stores do they shop at?
- What stores do they avoid?
- What are other competitors are they considering?
What real problem is your person facing? Don't jump into your solution here just yet.
What is the biggest pain they are confronting that is preventing them from getting to point B in their life? Your solution is either going to be candy, vitamins, or a painkiller. (and the painkiller is going to get more attention than your vitamin..)
Money exchanges hands when problems are solved, so really focus in on what problem you are really solving...
Ask yourself these questions when working on your problem statement:
- Would your person/tribe agree that this is their problem?
- Is this the real problem or just a symptom of a bigger problem that needs addressing?
- What's the cost of not solving this problem?
Once your person says YES to everything you give them, what does that do for them? How does that change their life? What real results could they expect?
Don't deliver false hype or false hope here, but be enthusiastically candid about your solution to their problem.
A couple of promise-focused examples:
- Start losing weight within 7 days
- Pay up to 25% less on your next tax bill
- Claim back 2 hours of every single workday
Now the rubber meets the road. You've told them that you have the painkiller and what it's going to do for them. It's easy for you to say how good it is, but what has it down for other people? This is where it's important to bring in 3rd party validation.
Here are a few good proof examples:
- Social Proof
- Case Studies
- "As Seen In" or "As Featured In"
🚀 How to Implement Into Your Email or Other Marketing
Once you get your 4 P's Dialed in, then it's time to take action and write your first 4 P's focused email!
When you create a wildly specific email to your list, you will get higher open rates, higher click-through rates, and more conversions for your business.
🤔 Think about it...
If you received a general email vs a specific email, which one are you more likely to engage with? When you've taken the time to understand the person you are writing the email for, the problem they are currently facing, the promise of what they can achieve with your solution along with the proof that you've done it for others, it changes the dynamic of the conversation.
💡 Key tips to consider:
- Create a short headline that highlights the pain or the solution
- Don't overbake your content (keep it human)
- Keep it short and use headlines and bullet points
- Have a clear call to action at the end