Don’t Judge a Book By Its Cover: Ha, Yeah Right!
Sunday, September 2nd, 2007 by Katy Jacobs
We’ve all heard the saying “Don’t Judge a Book by Its Cover” and yes, it’s a nice saying, but the truth is it’s human nature to judge everything we come in contact with, from people, to billboards and even websites. In this day and age people pass judgment at the blink of an eye and with no mercy. That is why it is so important to make a lasting first impression.
No matter what your industry, if your identity looks unprofessional, disorganized or inconsistent, chances are you aren’t going to get the business that you were hoping for. Think about it. You wouldn’t walk into a building with a cardboard sign in front of it that says “bank” and deposit your life savings. Nor would you click on a link in an email that looks like it could be a scam or give your computer a virus. So, why on earth would you expect someone to invest in your company if your marketing materials aren’t connecting with them or look unprofessional? The consumer needs to feel like your company is an established respectable organization; they need to trust you before investing in you.
Of course once you become established with the consumer and make that initial connection, then what happens when a competing company comes along that puts a few more bells and whistles on their marketing pieces? More than likely, you lose that customer because now they connect better with your competitor. This is why it is so important not only to establish your identity but to keep it current and up-to-date and continue to conduct consumer research. If your company doesn’t some other company will.