There are little things you can do to develop a positive perception. Also consider that you can go too far and promise (through perception) much more than you will deliver. The backlash could do you more harm than good.
- Show the product at its most beneficial stage. If it is a gourmet custard maker, show the finished, gorgeous custard. Your customer is buying beautiful, great tasting custards, not custard makers.
If you are lending money, show what money will buy.
If you are selling insurance, give a feeling of protection. Certificates, pictures of happy families, and guarantees all do that.
Naturally, clothes look nicer on pretty people; table settings look better in an entertainment mode; and toys look better when children are playing with them.
It all comes down to this principle. Whatever you are offering will be perceived differently by every reader, based on their experiences or needs. Showing off the product or service in a positive way-the way you’ve found it to be best received-is the perception you want to give.
- If you can’t do it well, do it differently or not at all. Sometimes what you have to sell just can’t be photographed. If that is the case, go to illustrations. You can often exaggerate an illustration to make your point. Since it is a drawing, the public will give you wide latitude, realizing that you are making a point.
For those doing real estate, facility brochures, or annual reports, if you want buildings to look bigger, always crop the picture before you come to the corner or wall. That corner or wall puts an end to perception. If they are not in the picture, the viewer perceives that there is an extension.
- Be perceived to be an expert. People develop better feelings about products or services if they believe they are communicating with experts. Since most people don’t know who is an expert in what, good direct marketers make the perception that they are experts-which, in fact, they probably are-by just being in the business. Phrases like “noted authority on … ” work well.
- Above all, be perceived that you care. It takes such little effort and it goes so far!