Private View: Making good use of the 3 P's  Joe Vitale Joe
Vitale  “What's in it for me?” There is nothing new in my saying
that every ad must quickly answer that question for the reader.
But knowing it and pulling it off are two different things. Ads
that engage and hold a patient employ the 3 P's:
Personification, Personalization, and Projection.
Personification lets patients “see themselves” in the situation;
the ad acknowledges their condition and leverages a real-life
moment.  Personalization is a 1-to-1 communication tone or
style—often using a “show, don't tell” approach that helps
patients feel they are not alone.  Projection allows patients to
visualize a good outcome. It empowers them to take action.  At
my agency, we try to incorporate the 3 P's in all we do. Here,
ads from others that have done so quite nicely:  Benzac AC
Agency: Ogilvy & Mather, Colombia  Personification: She longs to
be with her guy, but that damn pimple is stopping her.
Personalization: I remember thinking “Vesuvius,” but The