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Sometime during the Pleistocene era, when the dinosaurs were Claymation (think about it),* I learned the difference between sales and marketing.

The only thing that mattered at the time was knowing marketing takes longer.

If you want to get technical, sales is part of the marketing process—the good part, where nice people decide to give you money. Marketing is about creating something and telling people about it, then selling it and actually getting it into their hands.

(If you’re really smart, you will make the telling into a two-way street, and listen to your audience. Paying attention to people is a good way to learn how they think.)

But let’s get right back to the “marketing takes longer” thing, because that’s what really frustrates people. Since it’s a considerable investment of time and effort, it’s critical to pay attention to your marketing, and it’s why the following four concepts belong in your marketing and in your head. I named them the Four Ps to make them easier to remember.