An Even Better Guide to Marketing from a Copywriting Godfather

If you thought that you were always going to be in the hands of a rookie writer, you were wrong.

Luckily for you, sometimes my blog is read by a seasoned copywriting expert of several decades. He probably just reads this blog for a good chuckle.

He is my godfather.

Really.

This is a man who has built a solid career on the words that make companies successful.

He was writing for businesses back when artwork had to be mocked up on bits of paper and acetate sheets. He was conceptualising ads back when the words were likely to fall off a presentation in the car journey over to the client.

This is a bit of a treat if you’re relatively new to the marketing scene, like me.

Here’s his guide to the 4 Ps:

You wrote:
“‘Marketing’ refers to the process of communicating the value of your product or service to your customers (or potential customers), in order to sell your product or service.”
Oh no it isn’t! That’s promotion.
Marketing is summed up by the famous (insert random number here) ‘Ps’.
Worst one I ever saw reached 9 Ps.
Positioning, Protection, Product, Pricing, Place, Promotion, PR, Projection, Persuasion. *rolls eyes*
More usually 4 Ps as below:

1. Product

Products are the output, be it goods or services, which a business survives and prospers by supplying to its market.
In creating that product, consider design, features, competitive positioning and total cost to bring to market – including expenses, packaging, customer service and any after-sales service.
Importantly, research what each market segment wants BEFORE designing the product, or in the case of an existing product, identify the most promising market segment for that product.

2. Place

Place is the route to market. It can cover dealing direct with the end customer through retail premises or the internet, or may include a chain of intermediaries, wholesalers, retailers, agents.

3. Price

Price is the money that customers must pay in order to purchase the product. ‘Cost plus’ is seldom the best mechanism for establishing price levels. Remember always that customers often measure the worth of a product by its price, feeling that expensive also equals ‘better’. Amongst the other considerations are any discount structure and the offering of credit.

4. Promotion

Promotion is the act of communicating the benefits and value of the product to consumers. A company will utilise tools such as advertising, literature, exhibitions, direct marketing, personal selling, press & public relations and increasingly through social media such as Facebook, YouTube and Twitter.
Hope this helps
R x x x
© Words & Actions Ltd

So there you have it – marketing advice from a real pro. If you’d like him to be your Marketing Godfather, why not get in touch? And for more marketing gems like this one, you can follow me on Facebook or Twitter.