success - Turbo Coach, achieve breakthroughs - Brian Tracy

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TurboCoach
These seven elements are universal; they are applicable
in every industry and every business. They are also closely
interconnected. A single change in one can dramatically
change your sales and your profitability.
In this chapter, we will focus on the first four marketing
elements. The last three will be addressed in the following
chapter.
Product
In creating a marketing plan, you must first be absolutely clear
about your product (or service). Exactly what do you sell?
A common mistake made by many businesses is to define
their product in terms of what it is. ‘‘We manufacture photocopying
equipment,’’ or ‘‘We specialize in the sale of computers
and related products,’’ or ‘‘We offer a wide array of legal
services,’’ or ‘‘We sell women’s clothing.’’ But people do not
decide to purchase from you based on what you are selling;
rather, they look for what your product will do for them.
First, they must have a perceived need. Second, they must be
convinced that your product will fill this need more easily
and economically than your competitors’ offering.
Ask yourself this question: ‘‘What need is satisfied by my
product?’’ Stated differently, you might ask, ‘‘What problem
does my product solve?’’ or ‘‘What pain does my product
remove?’’
For example, the retail store specializing in women’s
clothing might define its product as follows: ‘‘We help
women look their best by matching them with their perfect
wardrobe.’’ or ‘‘We help women accelerate their careers by