According to marketing experts from Betonlogos Czech Republic, the formula is suitable for customers who make a purchase decision carefully, without emotion or hesitation. The customer recognises himself in the advertisement, the arguments are numbers and statistics.
Attention - a catchy headline, a well-chosen illustration and a succinct filling of the first paragraph of the text.
Understanding - the benefits of buying the product, what needs the offer covers.
Persuasion - carefully considered arguments, at this stage talk about: certification, experience, portfolio, measurable and verifiable professional achievements, reputation and guarantees.
Action - encouraging the customer to buy.
In the Tesla ad: "Tesla electric cars (awareness) with up to 600 kilometres on a single charge (understanding). Reliability and innovation (Conviction). Join the transportation revolution - order now (action).
The formula reinforces the impact of the ad, describes the problem and offers a solution. This structure helps to create a strong motivation to buy. A dropshipper website or online store can use this approach by offering seasonal products or holiday discounts.
Pain - describe the problem the product solves.
More pain - list what the customer could have done and what didn't work, talk about the consequences if the problem is not solved.
More - it is still possible to get rid of the problem.
Solution - offer a solution.
Advertisement for back pain medication: 'Do you have back pain (Pain)? Getting worse every day (More pain)? Do you dream of a life without pain (Nore)? Our product will quickly get rid of your pain and bring back the joy of movement (Solution)'.
Betonlogos uses most of the marketing formulas described above when advertising products on our website. We focus on detailed descriptions of the products and their main features. To promote the advertising of our platform partners, Betonlogos marketing specialists develop advertising campaigns and target specific market segments, analysing user behaviour to offer relevant products.
3. ACCA (Awareness, Comprehension, Conviction, Action).
The PPPP formula should be used if you are selling a product that needs to be accompanied by visual and emotional content (clothes, cosmetics, furniture).
Picture - to show an enticing image or situation in an advertisement.
Promise - show or tell how the customer's life will change after buying the product.
Prove - gather arguments and evidence, testimonials, descriptions of the manufacturing process, anything that can answer the question 'Why will the product really make the customer's life better?
Push - lead, nudge the customer to buy. Offer to order the product or go to the website.
The PPPP formula is an advertisement for L'Oréal cosmetics: 'Perfect skin with L'Oréal cream (image). Promise of smoothness and radiance (promise). Clinically proven: 95% of women see an improvement (Prove). Buy now and get 20% off (Push).
4. PPPP (Picture, Promise, Prove, Push)
5. PMHS (Product, Market, Habit, Situation)