Organisational behaviour
4Ps of persuasion
The 4Ps are the qualities that you need to be able to persuade and influence others.
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4Ps of persuasion vs The 4Ps
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Marketing
The 4Ps
Design your marketing mix.
Read articleChoice logic
Use this when.
Use the 4Ps as a mental checklist before or during any situation in which you need to influence another person.
Use the framework to design or review a marketing mix.
Extracted signals
Strengths, limits, and pitfalls.
4Ps of persuasion
- Before an important influencing conversation, rate the evidence you will display for power, positioning, politeness and performance. Strengthen the weakest element rather than relying on formal authority.
- Power. Consider two forms of power:
- Internal power is what others experience from qualities such as confidence, self esteem, charisma, physical presence, gravitas or spirituality.
Watch for
- Persistence is not persuasion when the same behaviour keeps failing. Change the approach, seek feedback and respond to the other person's reality.
The 4Ps
- Define the target customer first, then test whether all parts of the marketing mix support one coherent value proposition.
- Use the model as an integrated decision system. Define the segment and customer need, make an evidence based choice for each element, then test whether all choices reinforce the same positioning. It is particularly useful in two situations.
Watch for
- The B2B critique developed in 2013 is a useful warning: product led categories can obscure the customer’s solution, access, value and learning needs.
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