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4Ps of marketing is an easy and essential concept for those starting their business and looking for a guideline without overcomplicating things.

4Ps Marketing: What is Product, Price, Place, and Promotion?

When I first heard about the “4Ps of Marketing,” it felt like some secret code that only marketing gurus could crack. But let me tell you—it’s not as intimidating as it sounds. In fact, once you get it, it’s like understanding the basics of a video game. 

You know how Mario collects coins, dodges enemies, and saves the princess? The 4Ps are kind of like the coins, the power-ups, the levels—you need them all to “win” in the marketing game.

Product: What Are You Offering?

At its core, the product is what you’re selling. It could be a shiny new smartphone, an online SEO course, or even a service like copywriting. Your product is the hero of your marketing story—it’s the main thing you’re putting out into the world to solve a problem or fulfill a need.

Think about your favorite dish at a Brazilian barbecue. If the meat isn’t seasoned right or cooked well, it doesn’t matter how fancy the presentation is—people won’t enjoy it. Similarly, your product has to be good enough to satisfy your audience.

When I was starting out as a writer, my “product” was my ability to craft engaging articles. But just writing well wasn’t enough—I had to figure out what kind of articles clients really needed and wanted.

Price: How Much Will It Cost?

Price is all about how much you charge for your product or service. It’s not just about covering your costs; it’s about how much value your audience places on what you’re offering.

Imagine you’re learning Korean, and there’s a language app, Duolingo for Instance that charges $5 a month. If the lessons are fun and effective, you’d probably think, “That’s worth it.” But if the app is clunky and the lessons are boring, even $5 feels like a rip-off.

“But is just $5”, exactly. Even though is the same price, your perception of value changes how much the price is important. So is fundamental to find a perfect one that focuses on three things.

Cover the costs, follow at least the minimum price of the market, and ensure a profit margin between 5% and 20%.

For example, let’s say my product costs $20.00, and the minimum price is $30.00. My price could range from $21.00 to $24.00 to be more competitive or could be $36.00. However, keep in mind that this is your guideline, not your ceiling for profit.

Place: Where Can People Find It?

Place is all about making sure your product is accessible to the right people at the right time. This can be a physical location, like a store, or an online platform, like a website or social media.

Imagine if Mario could only find power-ups in one hidden level of the game. Frustrating, right? Good marketing ensures that your audience doesn’t have to dig too deep to find you.

For freelancers like me, place can mean having a strong presence on platforms like Upwork or LinkedIn—or even running a blog that showcases your expertise.

Promotion: How Will People Hear About It?

Promotion is how you spread the word about your product. It’s the Instagram post, the Google ad, or even the word-of-mouth buzz. It’s what gets people excited and interested.

Think about the marvel or DC movies trailers. They’re designed to grab your attention, build curiosity, and make you say, “I need to watch that!” Your promotion should have the same effect on your audience.

For me, promotion often means sending cold emails or writing content that showcases my skills. It’s about showing potential clients that I’m the writer they’ve been looking for.

4Ps Marketing: Why Is It Important to Understand This Concept?

Understanding the 4Ps is like learning the grammar of a new language. It’s nearly impossible to have a meaningful conversation without it. The 4Ps give structure to your marketing efforts, ensuring that all the pieces work together seamlessly.

As an INTJ-T, I love structure and planning in basically all my life, but I’ve also fallen into the trap of overcomplicating things. The 4Ps act like a checklist to keep you on track. If one “P” is out of sync, the whole strategy can fall apart. For example:

• Is your product solving a real problem?
• Is your price competitive yet profitable?
• Are you where your audience can find you?
• Are you promoting in a way that resonates with your audience?

By asking these questions, you can avoid wasting time and energy on strategies that don’t work. Whether you’re running a small freelance business, launching a start-up, or marketing a novel you’ve written, the 4Ps apply universally. 

They’re like Mario’s basic controls—jump, run, and crouch. No matter the level, those fundamentals don’t change.

4Ps Marketing: Who Created It?

Now, let’s talk about the origins. The 4Ps were introduced by E. Jerome McCarthy, a marketing professor, in 1960. McCarthy’s goal was to simplify the complexities of marketing into a manageable framework—and he nailed it.

Imagine trying to explain chess to someone who’s never played before. You could go on about the intricacies of openings, tactics, and endgames, or you could just say: “The goal is to checkmate the king.” McCarthy’s 4Ps are that simplified goal for marketers.

Why it stuck, in my opinion

Since its creation, the 4Ps have stood the test of time. They’re adaptable, logical, and easy to understand. Businesses from Coca-Cola to small freelance operations use this framework because it works.

Here’s a fun thought: If McCarthy were alive today, he might add a fifth “P” for personalization. In our digital age, knowing your customers and tailoring your approach is more important than ever.

However, I would only determine how to personalize my product or service after validating the other 4Ps of marketing.

So, did you enjoy the content so far? Let me wrap things up with this: The 4Ps of marketing aren’t just some theoretical concept—they’re a practical tool you can use to grow any business, whether you’re selling copywriting services, handmade crafts, or an online course.

Think of the 4Ps like the foundation of a house. If the foundation isn’t solid, the house won’t stand for long. But if you get the basics right, you’ll have the stability to build something incredible.

So, here’s my challenge for you: Take a moment to evaluate your own marketing efforts using the 4Ps framework. Where are you excelling, and where could you improve?

And if you’re just starting out, don’t stress—every Mario player starts with Level 1-1. The important thing is to keep learning, experimenting, and leveling up.

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Uma publicação partilhada por Matheus Xavier Copy (@matheusxaviercopy)

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