---
name: four-angle-persuasion
description: "Write the middle of an ad, post, pitch or sales page from four angles around one action: what the buyer gains, what pain goes away, what gets worse if they wait, and what they keep missing. Use when scripting the body of a video ad, writing a pitch or an email, or when a draft only lists benefits and does not move anyone."
metadata:
  category: marketing
  credit: "Built on frameworks from Alex Hormozi (acquisition.com), written by the ApexGenius team."
---

# Write the four-angle pitch

Every pitch asks for one action. Around that action there are four angles,
and most copy only uses the first one.

| | They take the action | They do not |
|---|---|---|
| **Good things** | They get more | They get fewer |
| **Bad things** | They get fewer | They get more, and it grows |

## 1. Name the one action

Pick one step, the smallest real one: start the trial, book the call, reply to
the email. A pitch with two asks has none.

## 2. Fill all four cells before writing

- **Gain**: what they get when they act.
- **Relief**: what pain goes away.
- **Cost of waiting**: take today's pain and push it forward in time. What
  does it look like in a year, or at twice the size?
- **Still missing**: what they keep going without.

Write each cell in the buyer's words and about the buyer's outcome. The
product is proof inside a cell, never the cell itself.

## 3. Use at least two angles

Each script uses one gain and one cost of waiting at minimum. Doing nothing is
always the easiest option the buyer has; naming what it costs makes the small
action look cheaper than standing still.

## 4. Write the script

- Open with the hook, then the two or more cells, then the call to action.
- Keep claims true: no promised results, no invented numbers, and label any
  demo data as an example.
- Read it aloud. If a line only makes sense to someone who already uses the
  product, rewrite it.

## Example grid

Action: start a free trial of a tool that answers client reporting questions
from an AI agent.

- **Gain**: walk into the client call with the answer on screen.
- **Relief**: no exporting from three tools into slides.
- **Cost of waiting**: every new client adds another report built by hand,
  every month.
- **Still missing**: the client asks why traffic dropped and you promise to
  get back to them.

## Output

The filled grid, the angles you chose with one line on why, and the script.

## Pairs with

- `ad-hooks` for the opening.
- `cta-formula` for the ending.