The 4th P

Although the title of this post would make a great title for a crime novel, it’s actually a follow-up on the most visited article that I have published on this blog to date. In “The 3 p’s of a professional public presenter” I argued that in this era of content, communication, conversation, and customer experience, a marketer’s capability to create a decent message house, translate it into a captivating story, and use it to engage with a specific audience is probably more essential than mastering Jerome McCarthy’s 4 P’s: price, promotion, product and place.

And then I introduced an alternative “3P” model that summoned business presenters to take control of their pitch, their preparation, and their presentation. Well, I was wrong or, rather, incomplete. The desirable speaker’s mix consists of four P’s – not just three. I realized this when reading a biographical article about Beethoven, in which I found this quote attributed to the German composer:

“To play a wrong note is insignificant; to play without passion is inexcusable.” ― Ludwig van Beethoven

You may now have guessed that the 4th P stands for passion. And though it’s less tangible than the 3 other ones – a skill that can’t be acquired by training and a genuineness that can’t be rehearsed – it’s probably the P with the biggest impact on the outcome of your presentation. Passion is the x-factor that sets you apart from the average speaker, that leaves your audience with an authentic impression, and that creates an incentive for them to engage with you.

(photo: John Belushi as Beethoven)

Just like enthusiasm, passion is contagious. Combined with an appropriate pitch, a thorough preparation, and a well-rehearsed presentation, it provides you with a unique set of chords to compose, conduct, and perform your next master piece.

“From the glow of enthusiasm I let the melody escape. I pursue it. Breathless I catch up with it. It flies again, it disappears, it plunges into a chaos of diverse emotions. I catch it again, I seize it, I embrace it with delight… I multiply it by modulations, and at last I triumph in the first theme. There is the whole symphony.” – Ludwig van Beethoven

 

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One thought on “The 4th P

  1. Passion’s certainly important, but I wouldn’t say it’s more so than the other Ps. After all, if a speaker has a poor pitch (message), being passionate won’t help the situation.

    You might be interested in my post on the 6Ps of public speaking (as originally developed by Benjamin Ball in the UK). There are some interesting similarities and differences when compared to your 4Ps.

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