When Marketing Make The Invisible – Visible

Potential buyers are hesitant to consider products and services they cannot see, so they emphasize what they can see. As a result, visual symbols of a service become important.

Prospects look for visual clues for a service.  And if they have none, they’ll tend to look to services that do.

Many services recognize this principle… that services are simply relationships amongst people. Visualize the following business leaders that focus on the person behind it.  Charles Schwab, Henry Bloch, Colonel Sanders, Dave Thomas, Joel Hyatt, and Wolfgang Puck.  Ad agencies have consistently visualized their services through their people.

Consider the leather binders that financial firms use to symbolize prosperity, the dark columns that many law firms use to symbolize tenure and longevity, or the padded shoulders in military uniforms, and colorful medals that the armed services use to symbolize strength and honor.

Prospects look for visual clues for a service.  And if they have none, they’ll tend to look to services that do. So provide clues in all you say and do.  Make sure people see who you are throughout all of your marketing and communications initiatives, as well as in the experiences you provide. You must create these visual surroundings, from the parking lot to the last page of your proposals, that will enhance the client’s perception of your quality.

Watch and perfect the visual clues you send.