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The Four Marketing Ps

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This morning, I was taking my son, Patrick, to school. We were listening to the Beatles- Sergeant Peppers Lonely Hearts Club Band.



Patrick's in the process of making demos in his bedroom recording studio, which provides me with steady "proud daddy" moments.

Anyway, we were talking about the Beatles.

They had an interesting problem- their drummer, compared to other drummers at their level, was... not to put too fine a point on it, but compared to,say Ginger Baker (Cream) or Charlie Watts (Rolling Stones), "weak."

Ginger and Charlie had strong jazz backgrounds and playing rock was really "playing down" for them.

Not the case with Ringo.

They also had another problem, that would have destroyed a lesser group. Their best lead guitar player was singing and playing bass. Their next best guitar player was also singing lead and providing the strong rhythm guitar that drove the band.

That left George- who, in time, became a wonderful guitar player. However, when he joined the band, he was the same age as my son- 17- and compared to the lead guitar players in other bands of the time- Peter Green, Eric Clapton, Jeff Beck, just to name a few, he was pretty weak, too.

I can just imagine John and Paul sharing a stout at the pub, talking this over. They weren't about to let little things like this keep them from conquering

the world. They were building an empire, and realized, rightly, that problems can be turned into opportunities.

The might have had a "what's working, what's not working meeting." They knew they had great songs, great harmonies and melodies, a great producer, and an unlimited budget, which gave them access to symphony orchestras.

By recognizing the weakness of their drummer, they came up with some of the most creative rhythm tracks in history.

There are tracks where Paul played drums. There are hand-claps, tambourines, anvils, animal sounds, backward cymbals, car horns, all used as drums. Much more interesting than just a "good" drummer, but if they'd had a good drummer, they would never have looked for the alternatives.

There are places on Abbey Road, for example, where there are two complete drum kits playing at the same time, while a third snare is accenting the downbeat. By using technology and creativity, they were able to overcome what could have been a devastating problem.

They were equally creative with the guitar problem.

On the early albums, they solved the problem by ignoring it, and the lead guitar parts were so simple that pre-teens in bedrooms all over America were able to learn them. Some of them bought the albums because the guitar parts were simple- I know, I'm one of them. With just a few notes, I could be a "Beatle." Brilliant.

Later, they would outsource- there are oboe, trumpet, violin, kazoo and "na, na, na's" where a band with a great guitar player would have put guitar solos.

When they absolutely had to have a world-class guitar solo, they hired Eric Clapton to play it. Good choice. That beautiful solo on George's song, "While my Guitar Gently Weeps," is Eric, and it's one of the high-points of western civilization, in my opinion.

On Abbey Road, again, towards the end of side 2 (yes, I'm that old), there is a 3-guitar shoot-out, where George, Paul, and John take turns playing their hottest licks. John always said that he won the shoot-out, but if that's Paul on the Les Paul, I'd disagree.

Of course, by the time the "White" album came out, the Beatles weren't really speaking to each other, and this led to John, Paul and George playing all the instruments on their songs- which is also how I make my CDs. Technology rocks.

I'm assuming Ringo spent some time at the pub.

Now, all these years later, what lessons can we learn from the Fab Four?

1. Every problem is an opportunity.

We all have our gifts- our talents

and abilities- but none of us has ALL of them.

Be honest with yourself about what your gifts and talents are. In the places where you're weak, realize that you are free. It's liberating, once you get used to it. If you want an e-book empire, but can't write- congratulations. You've got the public domain, and there have been some serious fortunes made with public domain works. You can go to elance.com and hire a writer- they're cheap. You can speak your thoughts, and record them- and sell the recordings. You can interview others and record the interview- products are everywhere.

2. Don't let the lack of some resource stop you from making your dreams come true. Once you know what you don't have, you can creatively find ways to use what you do have to get your project done.

Excuses are wonderful, aren't they? Once you've got a good one, you can hide behind it for years.

Recognize excuses for what they are, delete them, and turn your problems into opportunities. If you don't have money, a huge list, or a clue, team up with someone who does, and succeed anyway.

Then write a book about how you did it, and sell the book.

Keep your eyes open- opportunities are everywhere.
The Four Marketing P's
It's been called mid-life crisis, the sudden realization that life is finite and the time to achieve your dreams is already half gone.

Times change. It's not that 30- to 40-year-olds have all magically come to grips with middle-age, it's just that for many millions of them the method of scratching their feelings of angst has altered.

Now, rather than buying a cheap toupee and bluffing their way into trendy night spots, many in the 30-to-40-year-old club have decided that the best and most exciting way to take their life in a new direction is to shuck their suit and tie or high heels and dress and drop-kick their 9 to 5 lifestyle into another time zone.

What this new generation of mid-lifers has discovered is the joy of starting and running their own business.

They are part of the new and ever-growing legions of mid-life entrepreneurs.

There is no one reason that someone in mid-life chooses to become an entrepreneur. For some it is simply a feeling that there must be something more to life than working for someone else day in and day out. For others it may be the involuntary loss of a job and the need to replace the lost income. For still others it can be the desire to do something more with one's life, to give something back to the community.

But no matter what the reason, the numbers are growing. Today, according to the U.S. Census Bureau, almost one quarter of new business start-ups are helmed by someone 30 to 50.

Take Andrew Aussie, 39, who was head of marketing for 11 years for Kashi brand cereals before deciding that he could do a better job on his own and, at age 37, started his own natural food company, Honest Foods. Next year he expects to top $1 million in sales.

Or Reed Hastings, who, after being charged more than $40 in late fees at a video store, decided there had to be a better way and, at age 42, founded the highly-successful Netflix DVD subscription service.

Not all middle-aged entrepreneurs strive for the mega-success of a Netflix, but the Census Bureau estimates that over the next decade new business start-ups by middle-aged "regular folks" will account for as much as 65% of the nation's goods and services.

Are you one of them? You likely have skills and expertise, but do you have business and marketing acumen? It's one thing to be reading to launch a start-up and quite another knowing how to properly structure and create success. To attain profitability, we recommend all entrepreneurs focus on 4 keys:

1. Establish a memorable and unmistakeable brand identity:

The secret to business success is determined by your ability to powerfully communicate your business with laser precision and your ability to deliver a clearly-defined and consistent experience.

In a nutshell... it's called branding, and, when done right, it ensures a thriving business with all the customers and profits you need. The secret is to establish a powerful brand identity that sings distinction. And establish that identity before you launch any marketing activities.

2. Create a deep connection with your core target audience - your potential raving fans!

Who wants and needs what you have to offer? The only wrong answer is "everyone." If you're a pediatrician, you may see infants and children. Are they your target audience? No! They are your patients, but it's the parents you need to connect with to get the kids in your door. And it's not just any parents - it's a definite group of parents.

In marketing, you get a lot more "bang for your buck" if you focus your spending on a well-defined group of people that you enjoy working with. The better you define this group, the more effective your marketing can be.

3. Design compelling offerings that pull customers in like a magnet.

80% of all purchase decisions are based on emotion. It's your job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. People want to know, "What's in it for me?" Tap into the emotion and create offerings that touch your customers.

4. Craft A Personal, Workable Marketing Plan

Marketing is everything you do to make your product or service more visible, more desirable and more profitable. Your marketing plan will clearly define the big picture and provide focus and direction based on the 4 'P's of Marketing - product, price, place/distribution and promotion.

Since 90% of small business owners do not have a plan, you'll have a leg up on your competition by crafting your personal, workable marketing plan to ensure that you reach your business goals.

Are you ready to create a business you can brag about? Do your homework, listen to your calling, and get out and play big! There's more to life than that 9 to 5 job working for someone else!
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Both Pat O'bryan & Leslie Hamp are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Pat O'bryan has sinced written about articles on various topics from . Pat O'Bryan is the CEO of Practical Metaphysics, Inc., Director of the Milagro Research Institute, an award winning songwriter, recording artist, visual artist, author, video producer and internet marketer. He is the host and promoter of the "Your Portabl. Pat O'bryan's top article . to your Favourites.

Leslie Hamp has sinced written about articles on various topics from Makeup, Small Business and Gas Prices. Certified Marketing Spitfires Holly George and Leslie Hamp are creators of the 'Fast Track to Marketing Mastery' program. To learn more about the step-by-step program, and to sign up for their fre*e Marketing Mastery Success Kit, visit. Leslie Hamp's top article generates over 5400 views. to your Favourites.
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