Content: Picture, Promise and Proof

Posted on November 18, 2011 • Written by Brad Anderson

We don’t argue the the primary purpose of article marketing is to get someone to click on a link to a client website. However, does this mean that the quality of such content is not important?

In my last post, I described how well-written content adds credibility, ultimately benefiting the client. However, “well-written” does not simply mean “grammatically correct.” After all (as anyone in academia or politics will tell you), it is possible to write an entire book with sophisticated vocabulary in which spelling and grammar is impeccable – and still say absolutely nothing.

 Well, to paraphrase Abraham Lincoln, you can fool virtually everyone some of the time – and a small subset of people all of the time – but eventually, most readers will see garbage for what it is, no matter how nicely it is packaged and perfumed.

 Most of the web surfers we are targeting with SEO methods go online to find goods and services. They are shopping for something that will fulfill a need or a want. Article marketing is therefore similar to ad copy. One of the important keys to getting an effective advertising message across is in “3P” – Picture, Promise and Proof.

 In this case “picture” does not mean a photograph or a literal picture image. Perhaps the term “prose” would be more accurate: the goal here is to get the reader to “picture” him or herself fulfilled by using the product or picture. For example:

Imagine the comfort and health benefits your family will enjoy with…


You will certainly be turning heads as you walk down the street when you…

 This is the hook that will draw the reader in. It is the first step in making the benefits of a product or service “real.” However, a pretty picture by itself can only do so much. The reader, or prospect, will want some assurances that the product or service being advertised is actually going to make his or her life better.

 In my next post, I will describe how the Promise and the Proof serve this function.

Brad Anderson

Written by Brad Anderson

Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.

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