Perception IS Reality

Whether we want to admit it or not, we all judge what is in front of us.  We make determinations on where we go, what we do, who we do it with and if we should purchase a specific product or service based on how we "feel" when we see or interact with the brand.  

For a smart marketer, there is a lesson there and a bit of opportunity!  If you are a small business that has been working diligently to compete with "the big guys," a few tweaks of your online presence can make the difference between a look and a sale!  Although you may be the "little guy" your potential customers aren't always aware.  For the purposes of our exercise, we'll assume that you are a quality business offering an impeccable product/service.  

Your potential customers are looking for a trustworthy product or service that can deliver. 

Since that is your business, then visually we need to ensure our potential customers are viewing you as trustworthy.  

1. Imagery is the first clue.  Your site must offer a visual experience (and one that is up to date). Our customers must see us as leading the industry we serve and professional enough to tout that to all that visit our site.  Choose images that tell a story of how you solve your customers' problems.  

2.  Testimonials are imperative.  Since most customers search online before making any purchasing decisions, it is best to let your customers speak on your behalf.  Encourage (or seek out) happy customers, invite them to share their thoughts about your product or service and offer incentives for sharing their feedback.  Internet companies have made a lot of money by understanding the importance of quality reviews.  As a smart marketer, we want to respond to this trend.  

3.  Ask for feedback and be willing to accept constructive criticism.  Nothing is better than hearing what others say about their experience on your site.  If they ask questions or seek out a clarification, it's a sign you need to clarify things on your website.  

Simple changes can speak volumes and lead to new clients!  

Emily Yost of E Yost consulting has been providing her clients with marketing, pr and event consulting services for over 20 years.  For more information, visit www.EYostConsulting.com.