4 Methods of Establishing Your Credibility and Demonstrating Your Expertise in the Business
Many people might say that inner beauty is more important than outside and superficial appearances. This is true, but even if we don’t like to admit it – reality works in different ways. In business, marketing, and entertainment (especially), appearances matter.
Take Mel and Patricia Ziegler for example, after going on a trip to the Australian outbacks, they eventually picked up on a local-styled jacket that gave Mel a stylish “safari” look. Without any business or fashion background, the couple decided to bank on that look and sell Safari-inspired clothing.
Their first week at the flea market did not do very well. Selling paratrooper shirts at $6.75 each, only 4 units were sold. The couple then decided to tweak a few things by next week. They rolled up the shirt sleeves, put up a sign saying “Short-Armed Paratrooper Shirts” and most of all, they doubled the price of each shirt!
This time, their efforts were rewarded. All of their stocks were sold out during that day – despite doubling their prices. It continued to be a best-selling piece, and soon enough, the couple eventually expanded and opened their own retail store.
Their small business sold to the GAP clothing company and was renamed the Banana Republic. The Banana Republic still exists today, but its Safari line was already phased out a long time ago.
The Zieglers’ story is an example of how appearances and cost can affect consumer perception and decision. By jacking up the prices and tweaking the design and appearance of their product (and display), customers trusted them more because of the perceived value and quality of the shirts. This is how appearances play a role in the business and marketing game – and below is your step-by-step guide to look the part too!
Spruce up your image.
First impressions are crucial, especially in business. People get an impression of your business either through your store, your website, social media pages, and if you are a networker, they get their first impression from YOU.
This is why you should always look clean and dress well (if you are a networker). But if you sell your products and services through a store, you have to spruce up your commercial space – that includes your website, social media pages, and overall online presence. You have to keep it clean, professional and minimal (if that’s the kind of image you are rooting for). And this leads us to…
Come up with customized/unique graphics and design.
To look professional and legit, you have to come up with your own logos, color schemes and other graphics that can become your trademark and help customers identify your brand from all the rest.
An amateur-looking logo and website design will not gain the trust of prospects and potential customers – more so if your logo and design look like a blatant copy of another well-known brand.
Sure, commissioning a professional graphic artist and web designer could be costly for a small business entrepreneur, but these should be part of your investment – especially because all these can be used by the business for years to come.
If you are really on a tight budget, you can rely on templated designs and have them tweaked a bit to give a little sense of originality. You can also find talented people at Fiverr who can create unique logos for just over $5 each. You may also use free design services such as Canva and 99Designs that offer free and professional templates for Facebook headers, blog images, Twitter headers and more.
Scrap those selfies.
Everyone can take a selfie, but if you use your selfie for business purposes, no one will ever take you seriously. Besides, selfies are for amateurs. If everyone can do it, why should other people see you as a sort of credible expert in the field?
As much as possible, use a clean and professional headshot whenever you have to introduce a photo of yourself. You should use this in your LinkedIn and Facebook profiles, Google Plus profile, your website profile, and other pages as necessary.
You don’t have to go overboard, just wear something casual or formal (like a polo, a favorite shirt or collared shirt) and smile! Have your picture taken by a professional photographer to ensure that your photo will have some good lighting and a plain but professional background.
People will trust someone with a more professional and formal headshot, rather than an entrepreneur who used a selfie which was seemingly taken behind a shower curtain or the bedroom wall.
Don’t forget to bank on social proof.
Now that you look the part, what’s next? Despite having a professional website, logo, and photo, this does not mean that your target market will immediately trust and believe in whatever you have to say. Remember, your market is still comprised of skeptics. Most of them will need to find reviews, testimonials and other social proof that can validate your business/product/service and attest that what your doing or offering is indeed legit. You can build your social proof in several ways.
First and foremost, you can ask for some feedback from your past clients or customers. Second, if they post any feedback on Social Media or send feedbacks through a personal message, take a screenshot and post it on your online pages. Last but not the least, you can link to any blog or webpage that featured your business and products (it could be your business partner, a press release, a blogger or influencer who can stand as your very own brand ambassador).
If you think you need a makeover, then do it! There’s nothing wrong with improving and revamping your brand’s image. In fact, it might just be the next big investment that you need. Remember, there is nothing wrong with cultivating a professional image – as long as you are not using this for deceptive means.
Sign up right here and we will share more marketing strategies to help you succeed.
P.S:
Be sure to join our Facebook Page and subscribe to our YouTube channel.
Email: globalone2one@gmail.com
