The secrets of advertising – The 4Ps of persuasion

By Jerry Bellune

Marketers talk about mix in advertising.
The 4Ps are one way of defining your marketing mix.
1. Product (or Service).
These are your most popular and profitable ones.
2. Place. This is where your prospects are.
It is the media they consumer for buying ideas.
3. Price. Are you selling low, high or in the middle?
Which price range will give you the most revenue?
That’s not the most sales? It’s the most profit?
4. Promotion. What message will attract prospects?
Not just any prospects? You want those who:
• Can afford what you have to offer?
• Are most likely to buy what you offer.
• Are most likely to become loyal clients.

Here’s what you should ask yourself:
What does my client want from me?
What wants and needs do my product satisfy?
What features and benefits does it offer?
What features and benefits did you overlook?
How and where will my prospect use it?
What does it look, feel, smell or taste like?
What positive experience will it give my prospects?
What sizes, colors, etc. should it be?

What is it to be called that captures attention?
What benefits and value will its name imply?
How is it better than competing products/services?
What is the most it can cost me to provide?
Can I sell it with a margin that’s sufficiently profitable?
Where do buyers look for my product or service?
If they shop in a store, what kind? If online, where?
Do they respond to print or digital advertising?
How can I measure response to both?

Do I need sales people? Or is advertising my best bet?
Should I offer free samples or add extra value?
A cutting board with my ghinzu knives?
What extra bonus would convince them to buy?

Want a free copy of a confidential ad report?
“Romance Your Ideal Prospects” will help you sell.
Email me at [email protected]
I’ll send you a copy with my compliments.

Next: How should I price my products?

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©2016 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]