{"id":22952,"date":"2023-05-02T22:58:04","date_gmt":"2023-05-02T22:58:04","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=22952"},"modified":"2026-02-13T19:19:27","modified_gmt":"2026-02-13T19:19:27","slug":"promise-picture-proof-push","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/promise-picture-proof-push\/","title":{"rendered":"Promise Picture Proof Push (4Ps) Copywriting for Cold Email (Templates, Tips)"},"content":{"rendered":"<p><strong>Promise Picture Proof Push<\/strong>\u00a0(the 4Ps) formula is a <strong>useful<\/strong>, albeit <strong>challenging<\/strong>, <strong>cold email copywriting strategy<\/strong>.<\/p>\n<p>It requires you to zero in on the absolute <em>best<\/em>\u00a0material about your product or service and present it: The best <strong>emotional hook<\/strong>, the best <strong>benefits and outcomes<\/strong>\u00a0(not features), the best <strong>social proof<\/strong>, and your best <strong>call-to-action<\/strong>.<\/p>\n<p>And, ideally, you\u2019re also going to squeeze some <strong>relevant personalization<\/strong>\u00a0in there as well.<\/p>\n<p>As I said, it\u2019s challenging. But if you can pull it off, the 4Ps can produce <strong>focused, compelling cold emails<\/strong>\u00a0that should <strong>deliver big results<\/strong>.<\/p>\n<p>You won\u2019t find many examples of 4P cold emails around the internet. Because it\u2019s a complex technique, it\u2019s usually discussed as a theory, not shown in practice.<\/p>\n<p>(For some other techniques, check out my guides to <a href=\"https:\/\/www.gmass.co\/blog\/aida-formula\/\">AIDA<\/a>, <a href=\"https:\/\/www.gmass.co\/blog\/pas-copywriting\/\">PAS<\/a>, <a href=\"https:\/\/www.gmass.co\/blog\/before-after-bridge-copywriting\/\">BAB<\/a>, <a href=\"https:\/\/www.gmass.co\/blog\/star-chain-hook\/\">Star Chain Hook<\/a>, and <a href=\"https:\/\/www.gmass.co\/blog\/star-story-solution\/\">Star Story Solution<\/a>\u00a0cold email\u00a0copywriting.)<\/p>\n<p>In this article, I\u2019m going to <strong>break down each of the four steps<\/strong>\u00a0of the Promise Picture Proof Push copywriting technique. I\u2019ll also <strong>share a real email I received<\/strong>\u00a0that used the 4Ps technique and <strong>I\u2019ll rework that email<\/strong>\u00a0to demonstrate a better usage of the framework.<\/p>\n<h2 id=\"promise-picture-proo-igmz\">Promise Picture Proof Push: Table of Contents<\/h2>\n<ul>\n<li><a href=\"#what-is-the-promise-eukz\">What Is the Promise Picture Proof Push Copywriting Method?<\/a><\/li>\n<li><a href=\"#1-promise-i-recogniz-upid\">1. Promise: I Recognize Your Problem and Have an Incredible Solution<\/a><\/li>\n<li id=\"what-is-the-promise-eukz\"><a href=\"#2-picture-painting-t-vkwb\">2. Picture: Painting the Tableau of a Post-Promise World<\/a><\/li>\n<li><a href=\"#3-proof-using-number-ybrj\">3. Proof: Using Numbers and Logic to Back Up the Emotional Appeal and Stave Off Objections<\/a><\/li>\n<li><a href=\"#4-push-the-call-to-a-eaof\">4. Push: The Call-to-Action to Close the Deal<\/a><\/li>\n<li><a href=\"#promise-picture-proo-kphu\">Promise Picture Proof Push Copywriting for Cold Email: Takeaways and Next Steps<\/a><\/li>\n<\/ul>\n<h2>What Is the Promise Picture Proof Push Copywriting Method?<\/h2>\n<p>The Promise Picture Proof Push copywriting technique, also known as the 4Ps, uses a focus on benefits, emotional hooks, hard numbers, and a strong call-to-action to create high-converting sales copy.<\/p>\n<p>The 4Ps appeals to <strong>both the emotional and logical parts of a customer\u2019s brain<\/strong>\u00a0to drive a decision.<\/p>\n<p>The elements of a 4Ps cold email are:<\/p>\n<ul>\n<li>The <strong>Promise<\/strong>, which is an attention-grabbing big claim. This is the big benefit you\u2019re offering to a prospect that makes them stop and take notice.<\/li>\n<li>The <strong>Picture<\/strong>, where you help your prospect imagine what their life will be like once the promise has come to be. This is pure storytelling, aiming to evoke an emotional response.<\/li>\n<li>The <strong>Proof<\/strong>, which are hard numbers or evidence backing up why they should believe you\u2019ll be able to make the promise come true.<\/li>\n<li>The <strong>Push<\/strong>, which is an aggressive call-to-action.<\/li>\n<\/ul>\n<h3 id=\"wait-i-ve-seen-the-4-xtzh\">Wait\u2026 I\u2019ve seen the 4Ps go in a different order<\/h3>\n<p>Structurally, it <em>is<\/em> viable to flip the Promise and Picture sections. You may find your email works better if you lead with the Picture, then go into the Promise.<\/p>\n<p>In fact, you\u2019ll find about an even split of people who refer to this copywriting style as the Picture Promise Proof Push technique versus the Promise Picture Proof Push technique.<\/p>\n<p><strong>I generally find for cold email, the Promise section comes first<\/strong>\u00a0(in particular because cold email subject lines are usually Promises, not Pictures). That\u2019s why I\u2019ve arranged this article in the Picture Promise Proof Push order.<\/p>\n<p>However, <strong>you can change the order of those first two sections if you find your email flows better that way<\/strong>.<\/p>\n<p>I <strong id=\"1-promise-i-recogniz-upid\">strongly advise against changing the order of the Proof and Push sections<\/strong>, though. You <em>really<\/em>\u00a0want the hard logic of the Proof coming in the spot where it does, as it will help overcome objections. And the email should end on the Push, as a call-to-action always belongs at the end.<\/p>\n<h2>1. Promise: I Recognize Your Problem and Have an Incredible Solution<\/h2>\n<p>The <strong>Promise section of a 4Ps email has three crucial tasks<\/strong>:<\/p>\n<ul>\n<li>It has to be a <strong>uniquely enticing hook<\/strong>\u00a0that gets someone to <strong>open and read<\/strong>\u00a0an email.<\/li>\n<li>It has to <strong>accurately diagnose the recipient\u2019s pressing problem<\/strong>\u00a0or pain point and <strong>speak to a solution<\/strong>.<\/li>\n<li>It has to <strong>address the top benefit<\/strong>\u00a0of the product or service you\u2019re offering.<\/li>\n<\/ul>\n<p>And it\u2019s got to do all of that with an <strong>economy of words<\/strong>\u00a0as well\u2026 so it\u2019s going to take some finessing.<\/p>\n<p>For the 4Ps to work, you\u2019ve got to hit your prospect with something better and more compelling than \u201cInterested in more revenue?\u201d or \u201cWant to get social media followers?\u201d<\/p>\n<p>You\u2019ll need to <strong>identify your prospects\u2019 pain point<\/strong>, speak directly to it, and <strong>give an eye-popping solution<\/strong>\u00a0to it.<\/p>\n<h3 id=\"how-personalization-qvzu\">How personalization fits into the Promise Picture Proof Push copywriting method<\/h3>\n<p>There are a few ways <a href=\"https:\/\/www.gmass.co\/features\/personalization-mass-emails\">personalization<\/a>\u00a0fits into the Promise Picture Proof Push copywriting method (you\u2019ll see how I use it in a unique way in my example below).<\/p>\n<p>There\u2019s always the standard <a href=\"https:\/\/www.gmass.co\/blog\/mail-merge-personalization\/\">mail merge personalization<\/a>\u00a0(prospect\u2019s first name, business name, industry, and other biographical data).<\/p>\n<p>But as I\u2019ve been getting at, there\u2019s a deep personalization opportunity here as well: <a href=\"https:\/\/www.gmass.co\/blog\/personalization-without-data\/\">Personalizing around the pain point<\/a>. <strong>The more specifically you can personalize the Promise section around each prospect\u2019s pain, the more effective it will be.<\/strong><\/p>\n<p>So, for example, rather than saying: \u201cOur marketing services will help you crush your competition\u201d&#8230; find the name of the top competitor for each of your recipients and <a href=\"https:\/\/www.gmass.co\/gmail-mail-merge\">mail merge<\/a>\u00a0it in. \u201cOur marketing services will help you crush {Competitor}\u201d is going to trigger a prospect\u2019s brain in a <em>completely<\/em>\u00a0different way.<\/p>\n<h3 id=\"putting-together-the-gcqh\">Putting together the Promise portion of a cold email<\/h3>\n<p>In this article I\u2019m going to <strong>share an actual Promise Picture Proof Push email I received<\/strong>. I\u2019m going to show where it missed the mark and where it got things right. And I\u2019m going to write a new version of the email that employs the framework in a more effective way.<\/p>\n<h4 id=\"the-promise-in-the-o-twyf\">The Promise in the original email I received<\/h4>\n<p><strong>Subject: <\/strong>What do your customers really think?<\/p>\n<p><strong>Message: <\/strong>Over 78% of customers walk out because of poor customer experience.<\/p>\n<p>Sam,<\/p>\n<p>What do your customers really think? About your salespeople? Or how easy it is to find what they\u2019re looking to buy? Surveys don\u2019t tell the whole story.<\/p>\n<p>But mystery shoppers can.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-promise-bad-tinified.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-promise-bad-tinified.png\" alt=\"Promise Picture Proof Push - promise sample email\" width=\"1500\" height=\"738\" \/><\/a><\/p>\n<p>So for the purposes of this exercise, we\u2019re going to ignore the fact that their targeting was comically bad and I don\u2019t work anywhere <em>close<\/em>\u00a0to retail. Never have. Well, not since I was 15 and spent the summer working at a mall sporting goods store. If you wanted some Air Max 95s or Rollerblades I was your guy. I\u2019m going to approach this as if they had properly targeted a retail store after all.<\/p>\n<p>The Promise section in this email gets to its point <strong>slower and less energetically<\/strong>\u00a0than it should. It gets there\u2026 it could just get there faster and punchier.<\/p>\n<p>Maybe they <a href=\"https:\/\/www.gmass.co\/blog\/ab-test\/\">A\/B tested<\/a>\u00a0that subject line; as you\u2019ll see in my rewrite, I\u2019m going to try something a lot bolder.<\/p>\n<p>The statistic they use is eye-catching. I\u2019d like to see them <strong>personalize it better<\/strong>\u00a0\u2014 then do a better job tying it directly to my store and quickly getting to the mystery shoppers concept.<\/p>\n<p>The <strong>Promise is supposed to be a big, bold claim about a benefit<\/strong>\u00a0and I\u2019m not <em>quite<\/em>\u00a0getting that here.<\/p>\n<h4 id=\"my-rewrite-lzky\">My rewrite<\/h4>\n<p>Here\u2019s how I\u2019m going to rewrite this email to better catch the eye of a retail store.<\/p>\n<p><strong>Subject: <\/strong>Why 78% of customers walk out of {StoreName}<\/p>\n<p><strong>Message: <\/strong>{FirstName},<\/p>\n<p>It\u2019s brutal, but yeah, 78% of customers walk out of stores \u2014 including {StoreName} \u2014 because things go wrong with their experience.<\/p>\n<p>And our team of mystery shoppers are the best in the world at figuring out exactly what those things are.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-promise-good-tinified.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-promise-good-tinified.png\" alt=\"Promise Picture Proof Push - promise revised email\" width=\"1374\" height=\"676\" \/><\/a><\/p>\n<p>Instead of going generic with the statistic here, I\u2019m going direct. It\u2019s not \u201c78% of customers walk out of stores\u201d \u2014 I\u2019m aiming to catch their eye by saying 78% of customers walk out of their specific store.<\/p>\n<p><strong>That little bit of personalization takes a few extra seconds of time during the prospecting process but should lead to a huge increase in open rates and engagement.<\/strong><\/p>\n<p>I\u2019ve also tightened up the Promise section here by getting rid of the rhetorical questions and <strong>making a bolder claim about the company\u2019s unique sales proposition<\/strong>: Its top-tier mystery shoppers.<\/p>\n<p>My aim with the Promise section here is to <strong id=\"2-picture-painting-t-vkwb\">get the prospect to open the email because I\u2019ve hooked them emotionally and quite possibly triggered the fear center in their brain<\/strong>.<\/p>\n<p>And I\u2019ve engaged them because I\u2019ve <strong>offered a unique and interesting solution to the problem<\/strong>.<\/p>\n<h2>2. Picture: Painting the Tableau of a Post-Promise World<\/h2>\n<p>The Picture section of a 4Ps email is where you <strong>follow through on the vision of the Promise<\/strong>.<\/p>\n<p>You <strong>don\u2019t want your recipient to have to use their own imagination<\/strong>\u00a0to picture a world where they\u2019ve hired you and the Promise has come true. You\u2019re going to spell it out for them. You\u2019re jumping to the end of the story and describing their happy ending.<\/p>\n<p>That\u2019s why the Picture section is centered around pure emotional appeal.<\/p>\n<p>You\u2019re not using facts and figures here. You shouldn\u2019t list the features of your product or service. You\u2019re <strong>focused on your customer and their victorious outcome<\/strong>\u00a0after having made the wise decision to respond to this email in front of them.<\/p>\n<p>So sell it.<\/p>\n<p>Keep your Picture section <strong>focused on the real desired outcomes<\/strong>.<\/p>\n<p>For example, if you\u2019re selling social media marketing services, is someone\u2019s real desired outcome to get a ton of social media followers? Yeah\u2026 but not <em>really<\/em>. They want what comes with having a ton of social media followers, from influence to prestige to a voice in their niche to sponsorships. So make sure your Picture is focused properly. As the cliche goes, people don\u2019t buy drill bits, they buy holes.<\/p>\n<p>By the time your prospect has reached the end of the Picture section, <strong>they should be excited and ready to hire you<\/strong>. Decisions come from an emotional place, not a rational one (our rational brains try to stop us; that\u2019s where the next portion of this email comes in).<\/p>\n<h3 id=\"putting-together-the-qhpg\">Putting together the Picture portion of a cold email<\/h3>\n<p>Here\u2019s the Picture in the email I received, as well as my rewrite.<\/p>\n<h4 id=\"the-picture-in-the-o-xxae\">The Picture in the original email I received<\/h4>\n<p><strong>Message: <\/strong>Mystery shoppers go undercover to find out what\u2019s working \u2013 and what\u2019s not \u2013 in your stores or showrooms. Do sales reps engage customers or keep them waiting? Is the store clean? Is your brand well represented? From staff performance to store appearance to compliance, you\u2019ll get an unfiltered glimpse into your staff and operations. Want to know about your online support or customer service call centers? We\u2019ve got you covered there, too.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-picture-bad-tinified.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-picture-bad-tinified.png\" alt=\"Promise Picture Prove Push - picture example email\" width=\"1500\" height=\"1110\" \/><\/a><\/p>\n<p>The Picture section of this cold email falls flat because it\u2019s <strong>making the mistake of listing features, not benefits<\/strong>.<\/p>\n<p>The sender is trying to get me to picture the knowledge I can have, but is leaning (once again) on a string of rhetorical questions rather than helping me envision a happy place where I\u2019m basking in the answers.<\/p>\n<h4 id=\"my-rewrite-fvjj\">My rewrite<\/h4>\n<p>Imagine finally having real eyes and ears in the store when you aren\u2019t there. Knowing how long customers actually wait. How clean the store really is. Why someone walks through your door then walks out without making a purchase \u2014 and how to fix that.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-picture-good-tinified.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-picture-good-tinified.png\" alt=\"Promise Picture Prove Push - picture example email\" width=\"1374\" height=\"940\" \/><\/a><\/p>\n<p>I\u2019m <strong>painting the picture in a more vivid way<\/strong>\u00a0here. Rather than asking questions, I\u2019m directly addressing what the store owner most wants to know: What actually happens, candidly, when they\u2019re not around.<\/p>\n<p>And my last sentence caps it off with <strong>the ultimate outcome<\/strong>\u00a0of the whole process: Turning those shoppers who used to leave into shoppers who instead stick around to buy.<\/p>\n<p>What I\u2019ve done here is <strong id=\"3-proof-using-number-ybrj\">clearly spelled out the ideal benefits and outcomes of the mystery shopper process<\/strong>\u00a0and demonstrated for the prospect what their future could look like \u2014 no imagination required on their part.<\/p>\n<p>And I did it in <strong>about half the words<\/strong>\u00a0of the paragraph in the original email.<\/p>\n<h2>3. Proof: Using Numbers and Logic to Back Up the Emotional Appeal and Stave Off Objections<\/h2>\n<p>The Proof section of the 4Ps comes at this point because it\u2019s the \u201cmoment of truth\u201d in the process.<\/p>\n<p>In the traditional sales funnel, this is the decision moment. The prospect is now highly interested and they have to make a decision. The 4Ps method is following along that same track. You\u2019ve made your emotional appeals to build interest \u2014 <strong>now the prospect is going to make a decision<\/strong>.<\/p>\n<p>And you\u2019re going to <strong>need to overcome what\u2019s likely their biggest objection: Why you?<\/strong><\/p>\n<p>Even after the excitement of the email, the rational part of their brain will tell them to slow down. It\u2019s a cold email from a stranger. They have no idea if you\u2019re legit or not. Anyone can send a cold email promising the moon.<\/p>\n<p>The Proof section is where you have, essentially, <strong>one to two sentences to show them why you\u2019re legit and the right person (or product) for the job<\/strong>.<\/p>\n<p>The Proof can come in the form of:<\/p>\n<ul>\n<li>A case study link<\/li>\n<li>Social proof<\/li>\n<li>Numbers demonstrating your results (which they can verify if needed)<\/li>\n<li>Credible testimonials<\/li>\n<li>Third-party reviews<\/li>\n<\/ul>\n<p>If you don\u2019t have any of those, you could <em>try<\/em>\u00a0listing your unique methods or qualifications. However, that\u2019s going to make it a lot tougher. This cold email framework really benefits from hard proof; it serves as an excellent counterbalance to the big claims in the Promise and Picture.<\/p>\n<h3 id=\"putting-together-the-mvqw\">Putting together the Proof portion of a cold email<\/h3>\n<p>Here is the Proof section of the email I received, as well as my rewritten portion.<\/p>\n<h4 id=\"the-proof-in-the-ori-chde\">The Proof in the original email I received<\/h4>\n<p><strong>Message: <\/strong>[REDACTED] mystery shoppers are the best in the business. With extensive training on your brand or store, they\u2019re ready to observe, engage and remember every detail of their experience. You\u2019ll get actionable insights into your customers. So you can make changes to enhance the customer experience, boost sales and leave your competition in the dust.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-proof-bad-tinified.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-proof-bad-tinified.png\" alt=\"4ps - proof in sample email\" width=\"1500\" height=\"1526\" \/><\/a><\/p>\n<p>This is not a good Proof section. <strong>These are generic claims<\/strong>\u00a0that anyone could make, so they don\u2019t inspire any confidence.<\/p>\n<p>And the disappointing part is, I went to the company\u2019s website and they have <em>plenty<\/em>\u00a0of good social proof there. They have lots of case studies. They have so many case studies they could even customize them based on different industries and business sizes, depending on the prospects.<\/p>\n<h4 id=\"my-rewrite-yqxa\">My rewrite<\/h4>\n<p>We\u2019ve helped 2,500+ retailers improve customer experience and boost sales through our mystery shopper programs. Check out this case study on how we helped {RelevantCompany} drive {Stat}: {CaseStudyUrl}<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-proof-good-tinified.png\" data-rel=\"lightbox-image-5\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-proof-good-tinified.png\" alt=\"4ps - proof in revised email\" width=\"1374\" height=\"1152\" \/><\/a><\/p>\n<p>I went with two pieces of evidence here in my Proof section.<\/p>\n<p>First I went with a total number of clients to demonstrate aggregate social proof \u2014 there are a lot of people who have used the company, meaning <strong>they\u2019re vouching for it<\/strong>\u00a0in a de facto manner.<\/p>\n<p>Second, I link out to a relevant case study. In my Google Sheet, I would add a handful of relevant companies, stats, and case study URLs. So when the <a href=\"https:\/\/www.gmass.co\/blog\/google-sheets-mail-merge\/\">Google Sheets mail merge<\/a>\u00a0fills in my emails, this might look like:<\/p>\n<p>Check out this case study on how we helped Southwest Cable drive 157% YoY revenue growth: https:\/\/ourcompany.com\/case-studies\/southwest-cable<\/p>\n<p>I\u2019m not <em>too<\/em>\u00a0worried about adding a link into my cold email here. I\u2019m going to use <a href=\"https:\/\/www.gmass.co\/blog\/click-tracking\/\">click tracking<\/a>\u00a0in my email (with a <a href=\"https:\/\/www.gmass.co\/blog\/tracking-domain\/\">custom tracking domain<\/a>\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/ssl-email-tracking-domains\/\">with SSL<\/a>\u00a0to improve deliverability) and keep an eye on who clicks the link.<\/p>\n<p>Then, with GMass, I can always easily send another <a href=\"https:\/\/www.gmass.co\/features\/segmented-campaigns\">segmented campaign<\/a>\u00a0in the future to everyone who clicked but didn\u2019t reply. I know those folks were interested enough to click, but for whatever reason, they didn\u2019t come back to the email to reply. So a new campaign could nudge them to do so.<\/p>\n<p>With my Proof section here, I\u2019ve <strong>used two types of hard numbers to give myself the best possible chance to secure the lead<\/strong>.<\/p>\n<p>By sharing my large client base, I\u2019m providing lots of social proof and the security of the masses. And by sharing the case study which showcases a strong result from a single, similar client to the prospect, I\u2019m enabling them to <strong id=\"4-push-the-call-to-a-eaof\">further envision what their outcomes might look like<\/strong>\u00a0by working with me.<\/p>\n<h2>4. Push: The Call-to-Action to Close the Deal<\/h2>\n<p>It\u2019s time for the close, and that\u2019s the Push section of the 4Ps email.<\/p>\n<p>You\u2019re going to <strong>make your strongest appeal here<\/strong>\u00a0to try to get the prospect to take the next step (reply, schedule a meeting, book a demo).<\/p>\n<p>There\u2019s a reason this stage is called \u201cPush\u201d and not a milder \u201cP\u201d word like \u201cPitch\u201d or \u201cPlead.\u201d<\/p>\n<p><strong>Since the 4Ps framework is a fairly aggressive approach to cold email, it usually concludes with an equally aggressive call-to-action.<\/strong>\u00a0You\u2019re looking to turn this email into action, not into a \u201clet me know if you have any questions\u201d situation.<\/p>\n<p>If you have a <strong>deal you can offer<\/strong>\u00a0\u2014 especially one with <strong>urgency<\/strong>\u00a0(limited time offer) or <strong>scarcity<\/strong>\u00a0(limited quantity offer) \u2014 this is a good time to use it.<\/p>\n<p>A strong offer is generally a tonal match to a 4Ps email, so don\u2019t be afraid to use it.<\/p>\n<h3 id=\"putting-together-the-mqje\">Putting together the Push portion of a cold email<\/h3>\n<p>Here\u2019s the Push section from the sample email I received, plus the Push section as I reworked it.<\/p>\n<h4 id=\"the-push-in-the-orig-fcyr\">The Push in the original email I received<\/h4>\n<p>Want us to design a custom mystery shopping program for your brand of store? Let&#8217;s talk. Schedule a meeting <a href=\"#\">here<\/a>.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-push-bad-tinified.png\" data-rel=\"lightbox-image-6\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-push-bad-tinified.png\" alt=\"4ps - push in sample email\" width=\"1435\" height=\"1600\" \/><\/a><\/p>\n<p>This is a fine Push. It\u2019s not great, it\u2019s not terrible. It\u2019s completely and totally fine.<\/p>\n<p>They\u2019re not making me a special offer, but they\u2019re also not muddling the call-to-action. It\u2019s clear what action they want me to take and what I need to do to take that action.<\/p>\n<p>Am I inspired to do so at the end of the email? Not really. But this section in and of itself isn\u2019t a total teardown like some of the rest.<\/p>\n<h4 id=\"my-rewrite-mtjw\">My rewrite<\/h4>\n<p>Ready for a custom mystery shopping program for {StoreName}? Let\u2019s talk. Grab a time here. (We\u2019re booking for June now!)<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-push-good-tinified.png\" data-rel=\"lightbox-image-7\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/4p-push-good-tinified.png\" alt=\"4ps - push in reworked email\" width=\"1374\" height=\"1514\" \/><\/a><\/p>\n<p>I didn\u2019t want to reinvent their wheel, but I did make a few changes.<\/p>\n<p>One, I added in the personalization by bringing in the store\u2019s name, I felt like it couldn\u2019t hurt. I changed the language of \u201cSchedule a meeting\u201d to the more appealing \u201cGrab a time.\u201d<\/p>\n<p>And to <strong>create a light hint of scarcity<\/strong>, I mentioned that we were booking for June now. I\u2019m sending this at the beginning of May, so I\u2019m sending the signal that we\u2019re available but not <em>too<\/em>\u00a0available.<\/p>\n<p>I could\u2019ve gone a few other directions here, like offering a deal that expires on Friday or saying I only had five spots left for June. I felt <strong id=\"promise-picture-proo-kphu\">those attempts at urgency\/scarcity both looked less credible than the language I went with<\/strong>.<\/p>\n<h2>Promise Picture Proof Push Copywriting for Cold Email: Takeaways and Next Steps<\/h2>\n<p>The <strong>Promise Picture Proof Push copywriting method is a bold cold email technique<\/strong>\u00a0that <strong>focuses on benefits, outcomes, and hard numbers to drive quick action<\/strong>.<\/p>\n<p>It requires <strong>strategic personalization<\/strong>\u00a0and a <strong>deep understanding of both your prospects\u2019 pain and your offer\u2019s benefits<\/strong>\u00a0to work.<\/p>\n<p>But when you get all of that right, it can be an <strong>extremely effective structure for your email sales copy<\/strong>.<\/p>\n<p>To review, the <strong>elements of of Promise Picture Proof Push<\/strong>\u00a0are:<\/p>\n<ul>\n<li>The <strong>Promise<\/strong>. The big claim you\u2019re making \u2014 the unique solution you have for the customer\u2019s problem.<\/li>\n<li>The <strong>Picture<\/strong>. Vividly showing the customer how wonderful their world will be after they\u2019ve hired you and implemented your solution.<\/li>\n<li>The <strong>Proof<\/strong>. Hard proof of why they should hire <em>you<\/em>. Case studies, numbers, and testimonials are the best options here.<\/li>\n<li>The <strong>Push<\/strong>. A strong call-to-action to drive the prospect to take the next step with you, whether that\u2019s scheduling a meeting, booking a demo, or otherwise moving forward in the process.<\/li>\n<\/ul>\n<p>Now\u2026 in all the articles I write about cold email copywriting techniques, I always end the same way. I <strong>use the copywriting method from the article to explain why you should use GMass as your cold email platform<\/strong>.<\/p>\n<p>It gives you another example of the method in action <em>while<\/em>\u00a0I plug. Win-win!<\/p>\n<p>So let\u2019s do it. Here\u2019s <strong>my Promise Picture Proof Push promo<\/strong>\u00a0for <strong>why you should use GMass as the platform to send <\/strong><em><strong>your<\/strong><\/em><strong>\u00a0Promise Picture Proof Push cold emails<\/strong>\u00a0(and all your other cold emails, marketing emails, and mail merge emails as well) in the future.<\/p>\n<p>Some cold email platforms are easy to use. Some have lots of features. Some have high deliverability. Some are cost effective.<\/p>\n<p>Only one cold platform is all of those things.<\/p>\n<p>Welcome to GMass.<\/p>\n<p>Imagine <strong>switching email platforms with no learning curve<\/strong>\u00a0\u2014 because your new platform works directly inside Gmail. Imagine <strong>every feature you need<\/strong>, right at your fingertips and totally intuitive. Imagine <strong>incredible deliverability<\/strong>, hitting inbox after inbox reliably and without trouble. Imagine doing it all for <strong>less than you\u2019re paying<\/strong>\u00a0for your bloated software right now.<\/p>\n<p>Imagine all the <strong>time you\u2019ll save<\/strong>. Imagine all the <strong>leads<\/strong>. Imagine all the <strong>sales<\/strong>.<\/p>\n<p>There\u2019s a reason <strong>GMass has 400,000+ active users<\/strong>\u00a0who\u2019ve given it an untouchable <strong>4.8-star average<\/strong> across <strong>9,000+ reviews<\/strong>\u00a0in the <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">Chrome Web Store<\/a>. And why <strong>99% of users<\/strong>\u00a0report the <a href=\"https:\/\/www.gmass.co\/features\/deliverability-optimization\">best deliverability they\u2019ve ever had<\/a>.<\/p>\n<p>You can <strong>try out GMass free<\/strong>\u00a0\u2014 <strong>no credit card required<\/strong>, you don\u2019t even need to fill out a form. You\u2019ll be up and running in a matter of minutes (check out our <a href=\"https:\/\/www.gmass.co\/quickstart-guide\">quickstart guide<\/a>\u00a0to get rolling) and you can <strong>use GMass free to send up to 50 emails a day<\/strong> during your free trial.<\/p>\n<p>Ready to send your first Promise Picture Proof Push email in the next, say, 15 minutes? Head to the Chrome Web Store, <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">download the GMass Chrome extension<\/a>, and get rolling.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Promise Picture Proof Push\u00a0(the 4Ps) formula is a useful, albeit challenging, cold email copywriting strategy. It requires you to zero in on the absolute best\u00a0material about your product\u2026<\/p>\n","protected":false},"author":29,"featured_media":22961,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5428,9155],"tags":[],"class_list":["post-22952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cold-email","category-email-copywriting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Promise Picture Proof Push (4Ps) Copywriting for Cold Email (Templates, Tips)<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.gmass.co\/blog\/promise-picture-proof-push\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Promise Picture Proof Push (4Ps) Copywriting for Cold Email (Templates, Tips)\" \/>\r\n<meta property=\"og:description\" content=\"Promise Picture Proof Push\u00a0(the 4Ps) formula is a useful, albeit challenging, cold email copywriting strategy. 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