As I’ve been growing my business, I’ve come to learn that perception is of the utmost importance. First impressions are critical, because people are hard wired with “shortcuts” in thinking. These “shortcuts” are important, otherwise we would walk around all day in constant deep thought observing and analyzing the world.
Not very effective, and exhausting!
When I worked as a police officer, showing up to a call in uniform, in a marked police car, I would instantly have a psychological advantage over most people. Since being little children, there have been authority figures for us, and police officers are an authority figure that we never “grow out of.”
– Side note here. Criminals DO tend to grow out of police(or anyone frankly) having any authority, however this article is not about abnormal psychology because we don’t want to do business with people like that anyway! –
Simply showing up, the “first impression” aka “police presence”, in most instances would diffuse a tense situation, with the uniform doing all the work. The uniform is very powerful, and many times without saying or doing anything, simply listening, would solve a conflict.
I’ve found the same thing with business attire. Although I am the same person in my black shirt and shorts being “Mr Mom” as I am in a smartly fitting suit, people treat me differently!
It’s not fair, but that’s the truth.
As result I’ve taken a real interest that never existed before in topics such as men’s fashion, so I can show up to work with an advantage. People perceive me as smarter, more authoritative, and wealthier when I am dressed like this:
Than when I am dressed like this:
The catalyst for this post was an awesome piece of advertising that jumped off the page at me as I was about to edit a Youtube video. It fit perfectly into my new interest, and had me subscribing very quickly, then polled me for information to see what precisely I am interested in. No doubt I will be solicited with products by this company, but I will be a willing buyer because I am “in the market” anyway, so I will see these offers as SOLUTIONS, and not just annoying attention grabbers breaking my focus from more important matters.
And that is precisely what marketing and getting new customers is all about.
To see the sales funnel for yourself, search YouTube for “$100 Suit vs $1000 Suit – Differences Between Cheap & Expensive Suits”.
Until next time,