Myth: "Dude, if we build super-duper widgets, they'll come to us. We'll make billions! Yay!"
True, you might have the most super-optimal, super-crazy, super-good widget in town; but, it takes more to attract new customers.
When people make first contact with your business, they'll use subtle clues as indicators to your company's quality.
A couple spelling errors in your marketing brochure? They'll think you sell sloppy products.
A pristine brochure on the other hand? People will think you sell some pretty good shizzle.
Freakishly beatify your entire customer-experience, and you'll subconsciously let new customers know your products rock.
Consider No-Experience-Car-Buyer You
You have no experience buying a used car. You're going to two used-car dealerships:
"Omi#@!gosh! Is-that-a-mutha-bluckin'-rat in that-mutha-bluckin'-corner?!"Empty bottles line the corridors; trash fills past rims; bathrooms have weird odors; dirt becomes the hallmark of the offices. Nice cars, though.
"Oh-fo-shizzle. The place is pimpin' with luxury."Pristine. Amazing. Shiny. Nice people. Nice clothes. Happy faces. Like the first dealership, nice cars too.
Now, you ask your bad self: "Considering both sell nice cars, where would I rather buy my used car?"
Unless you're high on something, you'd choose the prestige dealership. Why? Subconsciously, you think:
- They've taken better care of their cars.
- They've thoroughly tested their cars.
- They'll fix car problems for any future issues.
- They're more trustworthy.
The subtle clues about the second dealership drove you to choose the second dealership -- all without saying a word.
How are People Perceiving Your Business?
New customers are already making judgements on your business. Peep this:
- You see: a high-school basketball team filled with 6-footers and a couple 7-footers
- You think: "This high school team rocks."
- You see: a beautiful twenty-something lady and her 75-year old husband
- You think: "Golddigger. Baby-robbing perv."
- You see: a watch priced for $3,500
- You think: "This watch uses kick-butt material."
- You see: a dirty restaurant with angry people
- You think: "Unhealthy food."
- You see: a clean restaurant with happy people
- You think: "Good food."
- You see: an ugly software box
- You think: "Bad software."
- You see: a sexy software box
- You think: "Passionate software."
Building great products is just half the battle. To influence new customers, great business-builders fully cultivate people's perceptions of their products.
If You Build, They Probably Won't Come
Most business owners build amazingly awesome products. They program great software. They make great food. They construct great homes. Yet, they lack the subtle clues: Shoddy business cards. Unattractive sales clothes. 10-minute Photoshop logos. Unfortunately then, people subconsciously judge their products as: Sucky. Luckily, the problem ain't no thang but a chicken wing on a string. The key:
Focus On the Deliciously Juicy Details
That is, for every-freakin'-detail your customer sees, beatify the mutha flukka out of it. For instance:
- Your email messages
- Your website
- Your logo
- Your corporate identity
- Your aprons
- Your desks
- Your brochures
- Your clothes
- Your business card
- Your ordering forms
- Your customer service
- Your prices
- Your selections
- Your __________
When you beautify every nook-and-cranny of what your customers see, you subconsciously let them know how kick-ass your products really are.
Freakishly rock every minute detail of your customer experience.
Posted on November 05
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