Perception MATTERS – When Everything Matters!

This is a follow up from an earlier Blog Post > In Marketing – Everything MATTERS!

Have you heard the saying, “You can’t control everything?”

Some things are just out of our hands—whether it’s the location of your business, the state of mind of your client or the state of the economy.

While you might not be able to control these factors, you can control how they’re perceived. That’s where the magic of marketing comes in.

Control the Narrative through Perception

Let’s start with perception. If your business is in an area that’s not the most glamorous (saying it nicely.. lol) that’s not the end of the world.

You just need to shape how people feel about it.

Imagine walking into a cozy coffee shop tucked away in a less-than-ideal part of town. It’s a little hard to find, sure, but when you walk in, you’re hit with the aroma of freshly brewed coffee, warm lighting, and friendly staff who know your name. Suddenly, that little inconvenience of parking or crossing traffic fades away.

What stands out is how comfortable and welcome you feel.

The same applies to your business. You can use communication and marketing to change the way customers perceive those uncontrollable factors.

A great example is how some businesses market themselves as “hidden gems” or “off the beaten path” to make their remote location seem like an intentional, unique feature.

Embrace the Power of Contrast

Another powerful marketing tactic you can use is contrast.

If life is throwing your customers a curveball—be it a rough economy, personal stress, or just the craziness of daily life—you’ve got an opportunity to stand out by being the opposite.

Position your business as a breath of fresh air.

Think of yourself like the calm in the storm. If there’s an economic downturn, people might be cutting back, but you can be the brand that offers real value.

Maybe it’s a special deal that feels like a no-brainer or offering a unique experience that feels like an affordable luxury.

It does not even have to be about your offer, it can simply be all about your positioning, your messages, your locations, and the feelings you convey.

If your customers are emotionally drained, craft your messaging to appeal to those feelings. Position YOU (and in extension, Your Business) as the relief they’ve been craving.

Consider a spa. Even in an economic recession, people still crave relaxation and escape from stress. Smart spas will market themselves not just as a place to get a massage but as a sanctuary from the chaos of life. They set themselves apart by being that contrast, offering peace when everything else feels hectic.

Use Perception and Contrast to Your Advantage

So how do you pull this off? Here are some ideas:

  1. Craft a Story: Use your website, social media, and in-person experiences to tell a story that highlights what is appealing. If your business has charm, authenticity, or a personal touch, make sure people know about it. Maybe your location is quirky, or your service is unbeatable—communicate that!
  2. Leverage Reviews and Testimonials: Showcase the positive feedback you’ve received to counter any potential negative perceptions. If parking is limited, but people love your product or service, let that be the focus of your messaging.
  3. Focus on Value and Experience: Even if times are tough, people are still looking for value. Position your offerings as the solution to their problems—whether that’s convenience, comfort, or savings. Make your business the clear choice when they need something reliable and stress-free.
  4. Emphasize the Experience: If people are facing emotional or financial struggles, lean into the emotional benefits your business provides. Whether you’re selling comfort, joy, or relaxation, make it clear that your product is more than just a product—it’s an experience that helps them feel better.

In the end, perception and contrast allow you to reframe uncontrollable factors into opportunities. You can’t always control the cards you’re dealt, but you can control how you play them.

Remember, in marketing, everything matters—especially how you choose to make your customers feel.

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