(-- F3 to save and exit --)

4. Image


Image is how your customers, non-customers,
competitors, peers, the media, everyone, pictures
you. It's something you create, but not something
you can easily control after you've created it.
Remember, what's important is not image from your
perspective, but rather from your buyer's
viewpoint. Strive to make certain you and your
customers agree on what your image is. If that's not
the image you want, then work to change it. Be
certain your image is consistent across everything
you do. For example, don't sell $80,000 cars while
wearing a $100 suit. That sends out mixed signals
and creates an uncertain, muddled image.


Does our dress/personal appearance/approach match
the class/niche of our product?

Does our office's image (location/furniture/etc.)
match our personal image and the image of our
products?

Is everything about us consistently high-end, low-
end, practical, extravagant, etc.?

       This includes:     business cards
                          paper/print quality
                          letterhead


What is special about our image that sets us apart
from the competition?

         (-- F3 to save and exit --)

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