The basics of marketing—product, place, price, promotion—apply to more than businesses selling the newest flavor of soda. These keys fit every time you want something from someone else: a job, a used bicycle, a tenant, a stellar stock. The next time you seek, consider implementing these four points. See where they take you.

The classified ads lured me this morning with a few things:

First, an item I didn’t ever think I could want, let alone need–

Product: WWII radios who in her right mind would want these things? …I almost called because of the tempting description of something else that I didn’t need. The product wasn’t just a radio—it was the best radio, or so said the ad. These radios were in breathtaking oak frames, functioned like new, and had been maintained since day one.

Place: location, location, location I can get these radios here in town?! Or they’ll provide shipping on my online order? Hmmm—prime downtown pawnshop?

Price: I think that a product has to be the cheapest possible (aka Walmart) or the best of the best in quality Ummm—fully functional, ancient radios? Best of the best, not KMapart as Todd calls KMart

Promotion: How will we know about the product? Radio, word of mouth, county fair, door to door? Advertising a radio on the radio could have a nice ring to it, but honestly, Rick Dee’s Weekly Top 40 is playing right now, and I’m not sure his youthful listeners are interested in these radios. The best advertising– Newspaper: classifieds: items under $100. Perfect Is someone obsessed with James Blunt also going to go gaga over this item? Know the demographics of your target–stuff like age, race, lifestyle, sex.

Second–

And which of these would you think to rent from today’s paper?
1. XYZ Property Mgmt 999-9999 * 2 bdrm house
2. Exquisite 4 bdrm Ranch House on 1,000-Acre Ranch. River to forest service. A naturalist’s dream location. Spectacular environment. 10 Mi. S. of town $xxxx/mo 999-999-9999
3. Spacious 4 bed w/ fenced yard near Lincoln Park: dishwasher, garage $xxxx. Andrew: 999-9999
4. Avail now; 2 bdrm, very clean, w/fridge. Stove + hookups, no garage, no pets/non smoking, $xxxx/mo + 1st, last, dep. 999-9999

*the last one cracks me up—why would you pay per line to tell readers that you have a fridge and stove provided in your rental? Isn’t that a norm? Should have done their research.