Image Matters by Brian Norris, the Experts' Expert

IMAGE MATTERS
By Brian Norris, ©2000
info@briannorris.com

A few questions. Answer each one honestly and come to your own conclusions:

1. Have you ever have been reduced to describing your less than attractive (ugly) friend as someone with a "great personality"?

2. When you enter a room and see that curvaceous woman or hunky guy, are you initially attracted to their brilliance and wit?

3. What would you be willing to pay more for -- a package of Hershey kisses or a box of Godiva chocolates?

Now, I know that you're a sophisticated, mature business professional who would never judge a book by its cover. And although I applaud your character, most of your buyers see the world through very different glasses! Like it or not, to them, image matters!

Obviously, cultivating relationships is a paramount part of our marketing and positioning strategy. But first, you've got to get your prospective buyer's attention long enough to notice you. Whether it's in person, through your printed marketing material or on your web site, fail to get the right attention, even if for only fifteen seconds, and your message, product or service will wither.

There are lots of experts with great content, excellent products and tremendous passion who are barely making it. There are also lots of people with terrible content and pathetic presentation skills who are booked years in advance. The difference? Image and a crisp exterior package. Most people purchase based on what they see, smell or hear first, then the actual content and finally, price.

Regardless of HOW you share your expertise, always remember that you're an entertainer too. With the exceptions of the Pee Wee Hermans, Mick Jaggers and Woody Allens of the entertainment community, we are expected to look great everyday for every performance! In the marketplace, how you look and present yourself is an inevitable consideration in your quest for your business longevity. Our buyers' perception of us, regardless of realistic it is, often dictates our initial success or failure.

You don't have to spend a fortune to look good. And physical age has little to do with your image equation. I know plenty of "more mature" men and women who look and feel 10 times better than their 25 year-old counterparts. In fact, love your wisdom lines … you've earned them!

You need to, however, be consistent, have a dynamic look and have a hook. Your buyers simply want to know that the person they are dealing with is the best person for the job. After 10 years of experience, here are my top suggestions for a winning image:

In regards to your personal image, eat right and exercise at least 15 minutes a day, even if that only gives you time for a brisk walk around the block. Meanwhile, take an honest look at your wardrobe and consider ditching stuff still lingering from earlier decades. Ladies, go easy on the scarves (everyone's wearing them). Guys, ditch the pocket protectors and short-sleeve business shirts (the preferred attire of middle management). Focus on timeless classics as opposed to trendy fashion that will be obsolete in 6 months. Also, brush up on your business etiquette; familiarize yourself on national and international protocol. For wardrobe or make-up help or etiquette coaching email info@briannorris.com .

Spell everything correctly. Although the rules of writing have become far more casual, there is no excuse for improper spelling. Don't rely on your word processing program to catch the errors. Invest in a good dictionary. Proofread your collateral at least ten times before sending it out and ask someone else to read or review the material. We lose objectivity with our own copy and need a second pair of eyes.

Get a logo. Logos resolve two facts of life. First, we are a visual society and prefer pictures to text. Secondly, many of us think in blurbs and sound bites. Your logo should instantly communicate what you're all about. Work with a professional to create a logo and slogan that reproduces well via fax, on the computer screen and on products. Make your logo versatile and simple to reproduce and stick it on everything.

TRADEMARK YOUR LOGO! Go to http://www.uspto.gov/web/offices/tac/doc/basic/. A great logo is priceless -- protect it. Your logo represents you. It is often the hook you need to get prospective clients to contact you.

Plan your collateral carefully and ahead of time. Don't be tempted by "deals" on stationery if the finished product is anything less than seamless with the rest of your printed image. Exercise consistency and creativity in every piece you design. Design your own success templates and avoid mass-market clipart like the plague (e.g.: stuff from Microsoft Office or basic Corel Packages).

The minimum you need ...

a. Well-designed business cards (consider using your picture if it makes sense for your niche).

b. Intelligent letterhead and envelopes

c. Get some studio quality photos in black & white AND color. Be sure to get your photos on disk as well. I generally ask the editor or event organizer if I can send them my photo or my clients' photos electronically. My media contacts appreciate the efforts to make their jobs easier. And, I save a fortune by not having to send out color reprints.

d. A benefit-driven experts one-sheet, a media fact-sheet and a well-designed web site. Save the money you'd invest in four-color brochures and invest it instead in your next book or tape series. If a web site isn't feasible yet, create a booklet that captures your uniqueness and shares it easily with your potential buyers.

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