The Bottom Line

Read time: 3.5 minutes.​
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Hey Reader,

Today I want to dive into one of the most underrated aspects of marketing – perception. This concept might sound a bit fluffy at first, but stick with me. You'll soon see how mastering this can catapult your business to new heights.
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Let’s not waste any time and dive right in.

Setting the Scene

Remember, the first impression you make on potential clients happens in nanoseconds. Yes, nanoseconds! And those first moments set the stage for everything that follows. It's like the opening scene of a blockbuster movie. If you capture their attention, they'll stay for the whole show.

So if the first thing a prospect see’s of us is our video ad, we need to think through how to make the best first impression and set the stage for proper perception.
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Start by about the setting and background of your videos and ads. These aren't just random details; they're carefully crafted elements that build your authority and trustworthiness. For instance, if you're in the health industry, filming in a clinical setting or wearing a lab coat instantly boosts your credibility. A beach background subtly implies success and relaxation without saying a word.

Take Frank Kern, for example. Back in the day, he always shot videos with surfboards on the beach with his VW bus in the background. It presented him as a laid-back surfer dude who just happened to make loads of money. But when he started working with financial advisors, he swapped the beach for a suit and a library. His message didn't change, but the perception of him did. He became the smart, reliable advisor.

Be Intentional with Your Image

It's not about faking it until you make it, but rather being intentional about how you're perceived. Your clothes, background, and even your tone set the scene for your brand. Have you written a book? Display it proudly in your videos. People associate authors with authority, even if they haven't read a single page of your book.

I recently read that first impressions are incredibly sticky. Once someone forms an opinion about you, every interaction is filtered through that initial perception. Changing that first impression is tough and takes a lot of work. So why not get it right from the get-go?

The Role of Endorsements

Endorsements and testimonials are powerful tools in your arsenal. People don't always read the testimonials, but they do look for them. Seeing familiar faces or names, or even just knowing that others have had a positive experience, can significantly boost your credibility.

I remember scrolling through Instagram and seeing an ad for a sales agency. Initially, I wasn't interested. But when I scrolled down to the testimonials and recognized a few names, my curiosity piqued. I went from "not interested" to "let's see what they're about" in seconds.

Speaking Engagements and Media Appearances

Have you ever given a talk or appeared on a podcast? Use those clips in your ads. Speaking engagements and media appearances are gold mines for building authority. When people see you on stage or hear you being interviewed, they automatically see you as an expert.

I was at an event in Austin recently, and on the first day, no one knew me or cared to speak to me. But after I gave a talk, people were lining up to chat with me. The mere act of speaking on stage elevated my status in their eyes.

Crafting Your Narrative

Here's a funny story. I was in a small group discussion at that same Austin event, and a name kept coming up – let’s call her Kate. Everyone who mentioned her raved about her work. By the third endorsement, I was desperate to meet her. Five minutes before, I didn't know she existed, and I didn’t care. Now I was scrambling to meet her asking people to make an introduction. This is the power of endorsements.

This isn't about deceiving anyone but about understanding the human psychology of trust and authority. If you've been featured on a podcast or a local TV show, flaunt it. People will associate you with that platform's credibility.

Applying This to Your Marketing

So how can you apply these principles to your marketing? Start by being mindful of your presentation. Every detail counts – the set, the setting, the clothes, the background. Use endorsements and testimonials liberally. If you have video clips from speaking engagements or media appearances, incorporate them into your ads, email and follow ups.

Think about every touchpoint a potential client has with your brand. From the ad they first see, to the landing page, to the call with your sales team – every interaction should build on the previous one, reinforcing your authority and credibility.

Wrapping It Up

Perception is a powerful tool in your marketing toolkit. By being intentional about how you're perceived, leveraging endorsements, and showcasing your authority through various channels, you can significantly enhance your brand's credibility.

Remember, it's not about being fake. It's about highlighting the best aspects of what you already bring to the table. So, go ahead, set the stage, and watch how it transforms your business.

Until next time, stay intentional and keep tweaking those details. They make all the difference!

Best,

Nicholas “setting the stage” Kusmich

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P.S. Watch my latest YouTube video "How To Run Successful Ads" HERE!

P.P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

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