You can’t fight human nature.
I’d like to be able to sit here and tell you that I’ve never judged a book by its cover…
But frankly…
If I’m pressed for time…
That’s the ONLY way I do know how to judge a book.
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Did it just the other day too.
Was in an airport bookstore (my fave place to buy books btw)
Had about 3 minutes to find a book.
So I scanned. Sorted. Judged. And selected one with a cool title, color, and image.
And was on my merry way
(not sure why I said “merry way”.. I don’t usually talk like that…)
Here’s the thing.
That is EXACTLY how your customers select businesses as well.
The scale varies with how much it costs (and therefore how much time they decide to commit to the evaluation process), but all else remains the same.
They scan. Sort. Judge. And select.
If it’s a pack of gum they pick quick.
If it’s a 100k consulting package they pick slow.
But again…
The process remains the same.
So why not give yourself the advantage by investing in good design (i.e. making your stuff “pretty”)
Yes this will take a bit more time, money, and energy…
But good design provides a real ROI.
‘Cause ugly stuff don’t sell (especially not when there’s a better design sitting right beside it)
