058 The Invisible Touch – Beauty Trumps Quality
The Third Key: Packaging
Beauty's in the eye of the beholder… and most of us want to behold real beauty.
Beautiful women. Great looking guys. Terrific-looking houses with curb appeal you can see for blocks.
Cars, book covers, bouquets of flower, diamond rings, a smile with pearly whites.
All of those things are beautiful.
The Cars I've Owned
Maybe you'll stop reading this article after you find out some of the cars I've owned:
My BMW 320 tii was a beautiful car. Tight, compact, smooth, jet black – until the construction workers of a new home of mine accidentally poured acid onto the hood and destroyed the look. (Their insurance covered it, and after a few weeks, the car looked great again.)
My Cadillac Catera was not as beautiful a car, but it was still pretty hot looking. And after I traded it in for my Escape, my kids kept telling me how they missed the smooth, soft leather interior.
But I've also owned a Gremlin and a Pacer.
If you have ever seen either of these cars, you know they are QUIRKY, not beautiful (and that may be kind!).
Even my Ford Contour was a bit quirky, but it drove TERRICALLY – one of the best driving cars I've owned. It was MUCH better in the snow than my Mercedes 300 was (I used to leave that car in the garage after one flake of snow, but not the Contour – it would start snowing and out I'd go… just to see how great its traction control was in the snow – even 8 inches one time!).
But somehow Beauty trumps Quality.
Taller, Better Looking People Get Paid More
So… who gets paid more: the really smart and well-trained but homely person OR the tall, gorgeous guy or girl.
Yep – you guessed it.
Studies have shown for YEARS that beautiful people get paid (on average) more than shorter, less attractive people.
So think about that for your products and the packaging of your services.
Make them attractive. Watch what colors you use – see what other folks use but be sure they are people who sell MILLIONS so that you know the colors they choose have been tested to pay them the most possible.
"IBM Blue" or the blues of Facebook and Microsoft are chosen for a reason. Are you paying attention to this?
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
058 The Invisible Touch – Beauty Trumps Quality
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