The Art of Attraction

How Looks Play a Role in Attracting Your Ideal Client:

One can’t deny that when it comes to dating, looking good and being confident is key to attracting a mate. People are inherently visual – they make an immediate judgment based on your appearance before they even have a conversation with you. If a good looking guy walks into a bar well groomed, with a jacket and nice shoes – women are more likely to trust him and believe that he is successful.

The same is true for women – an attractive woman who appears friendly and confident will grab the attention of more men than a woman who doesn’t take care of her appearance.

People spend billions of dollars and countless hours going to the gym, shopping for clothes, primping at the salon and even getting plastic surgery – all in the name of looking good. Skeptics will say we are a shallow society, but in reality it’s just the way human beings are wired. When we look good, we feel good and others are likely to perceive that we are more desirable, successful, put together, intelligent and trustworthy.

If people spend so much time and resources on personal appearances, why doesn’t this carry over to marketing their business?

Why do many businesses look so bad?? Their logo is outdated, their website looks unprofessional and their brochure looks like their admin assistant just learned how to use Photoshop. There are also businesses that look like nothing – they don’t have a logo, their website is a page with traces of text on it – they are void of any identity. This just screams…”I don’t care” or “I give up.”

If there is a time when you should be concerned about appearances, it should be with your business! Whether you want to believe it or not, people subconsciously draw conclusions about your business when they look at your logo, website, marketing collateral and signage. A poor appearance can trump your experience, your work and generate an overall lack of confidence among potential clients. On the other hand, a professional and consistent brand can open doors you wouldn’t necessarily think possible.

This “Bad-Looking Business” epidemic is especially prevalent among small businesses. I’ve actually had clients who I’ve help redesign their logo say to me, “This looks too professional” or “This logo makes my business look bigger than it is” – as if these were bad things! The best and most popular rebuttal is “My clients don’t care about these things”. Of course they don’t, they are already your clients. The purpose of creating a good-looking brand is to attract new clients. You need to look good to attract, just like in the dating game.

Your business’ physical brand isn’t everything but its power should never be underestimated. It’s in the best interest of every business, small or large, to take the time and ask themselves, “What does my logo/website/marketing materials say about my company?” and decide if it’s in line with what your company really wants to communicate.

I’ll end this blog post with some great quotes for your reflection….

  • Nothing succeeds like the appearance of success -Christopher Lasch
  • Good-looking individuals are treated better than homely ones in virtually every social situation, from dating to trial by jury. -Martha Beck
  • Appearance rules the world. -Friedrich Schiller
  • Clothes and manners do not make the man; but when he is made, they greatly improve his appearance. -Arthur Ashe

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