Marketing Yourself Using the 4 Ps and Cs

Personal Branding

In some of the courses I’m teaching, as an adjunct, we spend the last week of class focused on careers. We look at jobs in the industries we’ve been studying, select a job online, and go through a practice scenario with that position.

One thing students tend to do is to sell themselves too broadly, making it hard to nail down their passion and expertise. Everyone needs to have a range of skills in the current market, of course, but it’s good to convey a focus and then secondary and third-order value which nests with (and compliments)the focus.

A marketing concept called the 4Ps and Cs is one of many ways to drill into who you are as the brand and how to position yourself.

The 4Ps and Cs isn’t just for resume building, but for building an overall image of the types of things people associate you with when they start learning about you, which reinforces your brand — You!

Using the 4 Ps and Cs to chart a self-branding path works for resume building, but also entrepreneurs, small businesses, and contractors too.

The product is you (your capabilities and value), and the customer needs are the needs of the people that you need for success.

When you’re presenting yourself (the product), find a way to tell the story of where your capabilities and value meet/exceed the needs of the position you’re aiming for.

For this purpose, we’ll turn the idea of cost and price inside out.

In marketing, we think of the cost as the amount needed to invest to attain a price, and all kinds of things go into that calculation. Instead, think about yourself as the product.

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