You know what I'm talking about. It's late at night and you're watching some off channel because there's nothing on, and a commercial for the latest health product comes out. Slowly you buy into the sale, and start to feel insecure about your own body image - you see those hot fitness models all lubed up doing the exercises and it makes you think that, perhaps, this machine could really work. So, you jot the number down and think about calling it tomorrow.

Well, I say don't trust the fitness models!

One of the oldest marketing strategies in the book is that people make associations. By placing one thing next to another, people will associate the two together and think of the product in a new way. That's why packaging is so important. In regards to fitness models, this is totally the case. Those people got their bodies through extremely rigorous exercise that is oriented around performance, not just losing weight. The marketing behind the machines is that you, too can get a body like that - which is unlikely considering most people do not have that motivation.