Friend,

During my week off I spent a lot of time reading up on copy and marketing.

While there was a lot to take in, one topic that kept coming up was perception.

And in particular, the importance of perception in business.

Perception will dictate everything from the quality of your customers to how much you charge.

In the long run it will be the difference between success and failure for a brand.

There are many ways to build a good perception around your business.

But in my opinion, two stand out over others:

Scarcity and social proof.

Let's start with scarcity.

Scarcity is used in just about every industry worldwide.

Premium restaurants create scarcity with long wait lists.

Corporations create scarcity by limiting who they work with.

Everyday brands create scarcity with bundles and limited time discounts.

How you choose to use scarcity is extremely important.

While limited time deals can be great for short term cash flow they can damage your brand if overused.

Alternatively you can use scarcity in your brand to create the perception of a premium brand.

An easy (and free) way to do this is with your Calendly (or any other) booking link.

Instead of sending prospects a calendar with every day free for the next 3 weeks, limit time slots.

Offer an hour or two in the afternoon a few days a week.

This way you appear busy and not desperate for calls.

The second way to create a good perception of your business is social proof.

Alex Hormozi famously said:

"You don’t become confident by shouting affirmations in the mirror, but by having a stack of undeniable proof that you are who you say you are"

The exact same applies to building confidence around your business.

You can tell your prospects 100 times about how great your service is, but if you don't have the social proof to back your claims then you're already behind.

You want an undeniable stack of social proof to create a good perception.

Let's use the example of restaurants again.

In London, Core by Clare Smyth has a three month waiting list to book.

Core has won hundreds of awards including three stars in the 2021 Michelin Guide.

It's a place that attracts celebrities and high worth individuals.

And it was only opened in 2017.

However, by stacking social proof Core has been able to quickly rise to one of London's top restaurants in just a few years.

You can do the same for your business with social proof on your website and social media.

Every time you get a good review post it on your website and show tangible results.

Do the same on your social media, showcasing testimonials and results.

Go into the story of your client, what issues they had and how you overcame them.

Before you know it, you'll begin to build a positive perception around your brand.

And once that grows, you'll have prospects coming to you instead of needing to constantly run outreach campaigns.

So how can you start on this today?

Instead of accepting every client for a quick dollar start creating more scarcity in your business.

Create an ideal client profile and only consider clients who meet that profile.

Land your first client, overdeliver and use the review you get on your website and social media.

Repeat this and build up your reputation.

This may be time consuming at first, but after a few months you'll be attracting high quality, high paying clients instead of working with low quality cheap ones.

Have a great week,

Copy Maverick