Promise, Picture, Proof, Push.
It’s a much better, more, – ahem – actionable alternative to the classic AIDA. Who the heck ever understood how to write for interest rather than desire (or the other way around) anyway? I came across this model once, back in the 90s in an old DM guide published by the Dutch postal services. And passed it along to junior copywriters as my career proceeded. As a kind of secret formula known only to a select few. Now Glenn Fisher’s The Art of The Click finally brings it back for a new, digital generation of copywriters. He does so in his remarkable book The Art Of The Click.