Even close up, salt and sugar look very similar. So, how come we don’t accidentally add salt to our coffee or tea? How come we don’t continuously have salt and sugar related accidents?
And… what does this have to do with the way you market your business?
It’s all to do with packaging
A salt cellar looks very different from a sugar bowl. We never select a salt cellar and expect sugar. The external packaging is what we use to form our decision. Of course, we use this same strategy all day every day.
- We choose the vegetables at the market that have the best symmetry, even though the odd shaped ones will taste just as good.
- We are drawn to books that have attractive covers, even though we tell ourselves we can’t judge a book by the cover.
Here’s the thing: The way we package our business will have a huge impact on how a prospective client feels about us. Poor design, poor branding, ugly websites and ineffective content will erode trust. These are all things, which our prospective clients associate with low quality.
No matter how great we are, if we place our sugar in a salt cellar, people will expect salt.
We need to be smarter than that.
This means taking our image seriously. Really seriously. Our prospective clients are going to form an impression of us regardless of what we do. So it’s our job to ensure that the image we project creates the right impression — A powerful impression that builds trust, credibility and confidence.
Here’s something worth considering
If a prospective client had never heard of you, what impression would they have, based on the way you package your business? Does your business look and sound like a polished and professional enterprise?
As business owners, it’s vitally important that we answer those questions with honesty and make the improvements required. Otherwise we’re leaving money on the table every day.