success - Turbo Coach, achieve breakthroughs - Brian Tracy

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TurboCoach
signing computer shells that look sleek and modern. An
Apple computer virtually shouts, ‘‘Look at me. I’m the latest
and greatest!’’ Apple’s target customers are individuals seeking
the ultimate in user-friendliness and creative professionals,
such as graphic designers or architects. These are the very
people to whom the ultramodern packaging is most likely to
appeal.
Second, the appearance of your marketing collaterals is
also extremely important. If you are in the upscale clothing
business, you will want all of your brochures and catalogs to
have an elegant, expensive appearance. They will probably
be in four-color and printed on glossy paper, showing chic
models dressed in the latest fashions. On the other hand, if
you run a chain of stores selling work clothes to farmers and
ranchers, you will want to project a totally different image.
Third, consider the importance of personal packaging. If
you are selling financial services, you want to look conservative
and affluent, projecting the image of someone who is
both trustworthy and successful. This will be reflected in
your dress, your manner of speech, the car you drive, and so
on. A very different impression would be required if you
were selling motorcycles, sporting goods, or gardening
equipment. Pay close attention to the image you project. It
should send this clear message to your ideal customer:
‘‘Look, you can trust me. We’re birds of a feather. I relate
to you and your needs, and I am the right person to satisfy
them.’’
Positioning
A vital consideration in any marketing plan is how you position
yourself and your product vis-à-vis your competition.