Imagine that you are the product that you are trying to market. What would you be? How much would you cost and what marketing and advertising strategies would you do to promote? Finally, where might customers find you? This standard marketing mix (product, price, promotion, location) could be a valuable model to set in motion the masterpiece of your life.
If marketing and advertising can sell a product or service, imagine what they can do for your life. Exploring these essential elements of marketing can help you provide a service unique to your industry or your talent to your community. It seems backward-looking that many of us will spend more time marketing a product that is meant to last five years than we will spend marketing our entire lifetime goal.
But first, identify and define that ultimate offering that you want your life to represent. Describe what you would be proud to accomplish in your lifetime. Note the most useful benefit that your stay on earth can bring to civilization. Ask yourself, “What will they thank me for later?” A life goal tends to be altruistic, enduring, and broad.
The standard marketing mix includes the four Ps for delivering products and services to a target market. the product is something that you come up with to meet the specific needs of the client. Your price is the dollar value you calculate that customers will pay for your product or service. Some call it a value exchange. Your promotion sums up the message, communication and timing that you design to communicate value to your potential customers. Finally place, another ‘P’ word better described by the word Distribution, helps customers find and acquire your product.
Ridiculed by novices or revered by the wise, some form of these “Ps” survive today. Like the seasoned trainer who emphasizes the basics of blocking and wrestling, smart marketers know what made creative giants like BBDO (Batton, Barton, Durstine, Osborn) successful. survive for a century. These marketing and advertising basics sell soap, software, and you.
Your product giving is your goal. The purpose of your life is the pact you have made with the world – with civilization. You make the promise to deliver something of value as a result of your life. Although there are many people who will help you, this contract can only be fulfilled by you.
Your goal has a the price. The cost of your goal is what you and others will pay to see it achieved and used. That payment is in years of struggle, the toll on the environment, the recurring family sacrifices and the avoidable and inevitable effects on your health. You can guess the price, but the customer – posterity – will decide the value of your contribution.
Your goal needs promote. People need to understand what you believe. Many idealists and high achievers still believe in the “mousetrap fallacy”. If you build a better mousetrap people will NOT find their way to your door. You have to build the path. Promotion is the way. It is not arrogance. You are (hopefully) not a narcissist or a sociopath. If you want to make your dream come true, help people recognize and understand its value.
The distribution positions your objective in a logic places. Paying attention to this fourth element of the marketing mix can determine whether your life’s work survives, thrives, or has to wait decades for someone to notice what you’ve created.
Most creative offerings need an extra boost to break through and last. A fraction of the books make a lot of money. Barely 50% of films are profitable. You have to think and persevere like Mary Anderson who invented the windshield wiper after seeing a streetcar driver stop repeatedly to clear snow from the window. She went ahead even when automakers saw “no business value” in her idea. Unfortunately, his patent expired as assembly lines installed his innovation on millions of vehicles.
Max Ehrmann refused to enter the family’s furniture business and went on to write the Desiderata, which would cover the globe. Late with copyright, it took legal battles to establish the legitimate heirs of the famous poem. From then on, publishers and marketers used the marketing mix and more to affix the Mr. Ehrmann logo. main dish in thousands of homes, gift shops and libraries.
Rick Griggs is a former training manager at Intel Corp. and inventor of the rolestorming creativity tool. He directs the 10-month Leadership Mastery Academy. [email protected] or 970-690-7327.