If you’ve ever house hunted, you know what curb appeal is. It’s that first impression of a home that makes you want to see more. That appealing first impression is no different in business-to-business marketing. What makes it or breaks it is the content you create and distribute.

Thanks to technological conveniences, professionals can gather enough information about your company to form a first impression before any contact is made. If the content you have out there isn’t compelling, that prospect will likely look elsewhere. If they like what they see, they’ll want to see more.

This transfer of positive (or negative) feelings is a cognitive phenomenon known as the halo effect. It’s when you transfer feeling from one thing to another without any rational basis. For example, say you try a new brand of frozen pizza that was so delicious; you try it again in other varieties and even see if that brand offers other frozen foods. If the pizza was terrible, you’ll likely steer clear of that brand altogether.

What can you do to create a positive halo effect with customers and prospects? Consider these tips:

• Get into the minds of your customers. When you tap into what motivates them and speak to their needs, you’ll make a notable first impression.
• Since you can’t predict which content will attract which customers, all of your efforts should have that critical “first impression” in mind.
• Imagine you have 30 seconds alone in an elevator with your dream prospect. What would you say to convince them to do business with you? That’s the type of content you should be conveying about your company.

Western States Envelope & Label has many products that add curb appeal to your marketing efforts. Contact us for complimentary samples and more information.