Mind those Ps and . . . Cs?

Posted on March 21st, 2014

This is the second in our 11-post series: “Lean Communications: 11 Ways to Save Money and Still Get Results,” from an article first seen in a 2003 Loud and Clear newsletter. When we wrap up this series, we’ll post a nice tidy one-pager for your reference. We invite you to share your input along the way – it may be included in the one-pager!

#2 – Remember, it’s not about you.

We all know people who talk only about themselves – every sentence starts with “I,” “me” or “my.” Unfortunately, some businesses pursue a similar “we,” “us” and “our” approach when talking to potential customers. This may be a vestige of the classic “4 Ps” of marketing – product, place, price and promotion.

Today’s marketers have shifted more to the SAVE model – solutions, access, value and education. But we believe it doesn’t go far enough to emphasize the customer. Perhaps we should focus on Cs such as customer, convenience, cost, communication, content, conversation and collaboration.

Whichever marketing model you choose, it really does all come down to focusing on the customer. Instead of simply boasting about your size or your services, take a walk in the customer’s shoes. What’s on his mind? What is she worried about? When you start from there, you’ll get to effective messages more quickly and save money along the way.


Speaking of minding your Ps and Cs (and Qs, etc.) … Here’s an oldie but goodie from Mental Floss about ethels and engs and other letters that didn’t make the English alphabet.