People Still Judge a Book by Its Cover...So, How's Yours?

by Skip Cohen
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While we've all grown up with the lesson, don't judge a book by its cover; most of us still do when it comes to businesses. Whether a bricks-and-mortar establishment, website, or your social media real estate - it's what people see that most often creates that critical first impression.

It's Marketing Monday, and while I've missed a couple in the last few weeks, we're down to the wire regarding Spring seasonality. Father's Day is next weekend, and then we head into summer. Things slow down a little for many of the specialties, but that doesn't mean you should. Every day, you've got opportunities to fine-tune other aspects to grow brand awareness.

Most of us are familiar with magazines like Highlights for Children. Every issue always had an illustration or photograph with the question, "What's wrong with this picture?" I remember sitting with my kids and helping them look for the mistakes.

Well, I visit hundreds of photographers' websites every week, and so many don't seriously examine their branding—it's the adult version of "What's wrong in this picture?" Even their headshots don't match the professionalism they're trying to convey. Seriously, what does a bad headshot say about a portrait artist?

​So many times, I've looked at a site that's the equivalent of a patchwork quilt put together by somebody who's colorblind. Nothing matches!  Combine that with difficult navigation, unnecessary policy statements, and an abundance of mediocre images, and it's simply not a fun experience for people to visit the website.

A few years ago, when doing a supporting video for a magazine I was writing for on this same topic, I made sure nothing I was wearing matched. I don't know if it worked to make my point about continuity and design, but it sure had Sheila and laughing!

Think about the "golden arches" for a second - we know exactly what that logo represents and that it's McDonald's. You're competing for the same recognition, just in a smaller space. Your competitors are every company making noise to your target audience at the same time you're trying to reach them. That means your website, blog, social media "real estate," business cards, stationery, brochures, and anything I missed must have the same strong look and feel.

Continuity doesn't stop with the design of all these components but continues with your tone and text. For example, I'm a big fan of first-person About pages. Yet, so many of you talk about yourself in the third person and will often switch to the first person. Stay with the first person and write it like an artist's statement from your heart. Share your passion for the craft and working with people instead of describing yourself while having an out-of-body experience!

It's a really simple message today - take the time to review all the building blocks of your business, especially your site, social media real estate, YouTube channel if you have one and blog. Remember, for any of you in the wedding and portrait side of the business, women make 98% of the purchase decisions. That means your site needs to have appeal to the female shopper, especially MOM!

And if you want advice on how to always look sharp, no matter what the situation, I'm thinking about starting a business as a wardrobe stylist!

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