The 5Ps email copywriting formula

As a copywriter, the 5Ps might be the most basic template for constructing high-performing marketing collaterals, from sales letters to landing pages. I’ve used it for years (in combination with some other variations as well, but I’d prefer the 5Ps over AIDA any day) for my copywriting projects.

Here it goes:

1. Problem. What’s the prospect’s problem, need or desire?

2. Position. Position the product, service or offer as the solution.

3. Present. Describe the key features, benefits and differentiation.

4. Prove. Provide evidence (i.e. a customer testimonial, a video testimonial)

5. Propose. Invite the prospect to take the next step. (The CTA.)

I found another template the other day that focuses on email copywriting. It quite resembles the 5Ps formula above, probably because it’s written by Steven Slaunwhite, who I think put together the original 5Ps template.

Here’s the email copywriting version that you should be using in your very next message to your customers:

  • Prospect: Always start your email by talking about the prospect’s problem, challenge, need, want, or interest. It could be just a sentence or a whole paragraph.
  • Position: Next, position the product or content you’re promoting as the solution to the prospect’s problem, need or want. In this step, you can position the product as the solution or your free offer as the solution. This section could be one or two paragraphs of your email.
  • Provide: In this section, you’re merely providing all the details the reader needs to decide to take action. In an email, the action is usually a link to a download or a landing page with more information. A word of caution though: you don’t want to be long-winded and give details the reader doesn’t need at this stage in the process. Remember, it’s just an email. You want to keep it short, and only provide the critical information the reader needs to decide to take the next step.
  • Prove: You want to add something to the email to give proof that what you say is true. The easiest way to do that is with a testimonial. If you don’t have a testimonial, there are many other ways to build credibility. You could point to a survey, a study, or an expert opinion.
  • Propel: Finally, you need a call-to-action. You’re merely stating what you want the reader to do next. It could click here to learn more about the white paper, register for the webinar, or to get more information.

The copywriting version of the 5Ps is just as compelling as the original model for constructing powerful messages to your customers. There’s nothing else you need to know about this template, plug and play. Templates are that easy to work with; that’s why they’re so popular among writers, particularly copywriters like yours truly.

Anyway, you can check out Steve’s post to see the 5Ps in action. And you’re welcome!

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