PPPP model

Picture, promise, prove, push

The PPPP model, also called the 4P formula, is a structure for advertising copy. It leads readers in four steps from first interest to action: first a picture, then a promise, then the proof, and finally the call to action. Not to be confused with the 4Ps of the marketing mix (product, price, place, promotion).

How we use it

A banner has room for only a few words, so each element takes on one step: the visual is the picture, the headline the promise, rating, price or seal the proof, and the button the push. In native ads and on landing pages the formula runs as full text. In our campaigns we make sure all four steps are visible in the creative, especially in prospecting, where users do not know the brand yet.