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THE  5  P  APPROACH  TO  COPY  THAT  CRUSHES  IT sometimes boiling it down to its essence is difficult, or worse, neglected. Now don’t get me wrong. I’m not saying to water down your big idea to the point of stupidity. That defeats the purpose. What I’m saying is you’ve got to make it so simple and clear that it travels directly into the mind of your prospect, so he begins to tell himself the story. Your copy must guide them and inspire them, not beat them over the head. So, you’ve got a grand premise that’s unpredictable and destined to shake up your market. Reduce it to a paragraph