Five P's Persuasion Formula

Gary Bencivenga's Five P's Persuasion Formula is a powerful marketing framework that can dramatically increase conversion rates when properly implemented.

The Five P's Persuasion Formula

• Problem - Identify the customer's pain point

  • "No problem, no sale" - you can't sell someone something they don't need
  • Worth 25 points in the formula

• Promise - The benefit your product will deliver

  • Clearly articulate what transformation or solution your product offers
  • Should be unique and compelling
  • Worth 25 points in the formula

• Proof - Evidence that your solution works

  • Demonstrates credibility and builds trust
  • Can include testimonials, case studies, or demonstrations
  • Worth 25 points in the formula

• Proposition - Your offer to the customer

  • Should be user-friendly and easy to understand
  • Often includes risk removal elements
  • Worth 25 points in the formula

• Product (The "Cracker Jack Secret")

  • A bonus or unexpected benefit that delights customers
  • Named after the prize found in every box of Cracker Jacks
  • "Even if you give someone the Cracker Jacks and they're not hungry right now... I've never seen somebody just throw it away and not get the little gift out of the bottom"
  • Worth 20 bonus points in the formula

Scoring the Formula

• When properly implemented, the formula scores up to 120 points:
  • Problem = 25 points
  • Promise = 25 points
  • Proof = 25 points
  • Proposition = 25 points
  • Product (Cracker Jack Secret) = 20 bonus points
  • Total possible score = 120 points

Real-World Application Example

• Bencivenga shared an example about kids selling fishing worms:

  • Basic approach: "Worms for sale, 99¢"
  • Adding benefit: "Buy these worms, catch more fish"
  • Adding reason why: "These are local worms from local soil - fish prefer worms from their local environment"
  • Adding offer: "Buy two cans of local worms, get a free bobber"

• Another example used a headline formula with:

  • Social proof
  • Curiosity
  • Drama/stakes
  • Implied benefit through inversion
  • Risk-free offer