082The Invisible Touch – The Eight Keys to Lasting Relationships – 4. Apparent Expertise
The Fourth Key: Relationships – Apparent Expertise
I have a long family history in theater: I know what it takes to "play the part."
Have you ever seen a politician on TV delivering some really sad news but he seems to be smiling? YIKES… what mixed signals that delivers!
We must be careful in our businesses to deliver a consistent message in everything we do… and then we must "look the part."
We must have the real expertise AND the appearance of the expertise.
For example,
- A very overweight person might look like a great chef, but perhaps not the dietitian.
- A young woman with bright orange hair and a pierced eyebrow might be a terrific rock singer, but she'd have a tough time convincing middle-aged woman that she will deliver a decent haircut.
- A doctor can dress in a sportshirt on a TV show, but studies have shown that most of us have more confidence in our doctors when they dress in their white lab coats (with their names embroidered on them).
Silly?
Perhaps.
But the expression, "You can't tell a book by its cover" came about because that is exactly what people DO.
We all make judgments all the time. And when the physical look equals what we expect, we feel more confident in the person delivering the service to us.
Keep that in mind next time you meet a client. Do you look the part?
And now – leave me a comment here to tell me what YOU feel about 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 personal-touch 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
082The Invisible Touch – The Eight Keys to Lasting Relationships – Apparent Expertise
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