Copywriting and the marketing mix

The marketing mix, often referred to as the 4 Ps, is almost as old as marketing itself. (Quick review: Product, Price, Place, Promotion.) It's the bare bones, and optimizing how these essential ingredients work together is what marketing is all about.

Well crafted copywriting relies on a targeted version of the 4 Ps, too. Lately, though, I've noticed several marketing pieces that completely miss the boat on one of these four critical ingredients. How to make sure it doesn't happen to you?

Use this checklist the next time you're writing copy:

Product: What is it that you're selling? OK, before you answer this one, step back and really think about this. What are you actually selling? In most cases, you are not selling what you think you are. Is it a science museum? Or is it a fun family experience that parents can feel good about? Is it a part-time MBA program? Or is it the way to advance your career while juggling a busy schedule? Is it land development engineering services? Or are you the expert partner who helps clients get their projects to-market?

Price: A specific discussion of pricing is not appropriate for every type of marketing material. But setting a clear image of your price point is an important part of authentic branding. Is affordability a selling point? Are you niche consultants priced accordingly? Be sure your copy reflects this.

Place: Where are you located? How do people use your service or get started with you? Direct your audience exactly where you want them to go. Give them a clear path.

Promotion: This is the crux of your message and your call to action, and whether your brand is in-your-face obvious or more subtle in the sales pitch, giving your audience a compelling reason to respond is not optional.