There’s a perfume advert I love that stars Natalie Portman.

I love it because it’s nonsense.

I mention it because one element of its nonsense is that at some point in a series of meaningless moments of Natalie Portman frolicking, she shouts: “Prove it!”

In this fourth installment of our masterclass series on the Four Us, Nick does indeed attempt to “prove it.”

Whether he’s doing so as a direct response to Natalie Portman, I don’t know.

But I do know that you’ll learn here about one of the most important aspects of the Four Ps, and in doing so, you’ll be able to strengthen almost any piece of copy you’re working on.

We hope you find the installment useful, and if you have any questions about it, don’t hesitate to post your thoughts in the comments below.

Best
Glenn

P.S. You can watch the video version of the masterclass here.