There are four ‘p’s to keep in mind when developing your marketing plan. In his book, “Bridging the Value Gap,” Thomas F. Rieman writes, “[W]hile a key component of marketing is to attract the attention of clients you want through seminars, referral programs and other prospecting techniques it’s ultimately about the client experience you create through the effective mix and congruence of the four ‘p’s, product, pricing, promotion and packaging.”
Product – Ultimately, Rieman says, your clients’ success is your product.
Pricing – Under-pricing is as dangerous as over-pricing. Affluent clients may assign a lower value to your product if they feel the price is too low.