Products, Presentation and Perception

Presentation is as important as the product

Not long ago, the maker of a superior quality, and quite revolutionary product, displayed it at a large trade show. His booth was simple…his product outwardly looked very similar to many of his competitors offerings. Sales were good to those prospects that watched a demonstration, but, following the show, sales were only mediocre. The perception of the product was that it was just another me-too item among many.

Though hard to believe, this story is being repeated all too often.

Why do we purchase one product or service over another? What makes the difference?

It is the "perception of benefits". And that perceived belief is formed as a direct result of the product’s "presentation".

How does a person select a bottle of wine? For many it is price and how impressive the label appears.

Choosing a paperback book is almost entirely based on the cover illustration, and the short teaser text on the back cover.

"Presentation" includes everything from the product’s or service’s special features, to a unique benefit-oriented name, from sales-directed brochures and advertising, to an outstanding, easy to navigate and informative website.

Presentation is always the missing ingredient when sales don’t reach expectations.

Too many advertisements, brochures and websites miss the mark…they don’t show the product or service to its best advantage, or they leave out information important to the buyer. Below is a checklist of content to consider:

1. A unique product name and logo design
2. Graphically appealing presentation
3. Quality photographs
4. Prime purpose or feature
5. Problem or opportunity defined
6. How to use the product
7. Features overview
8. Design or construction features
9. Proofs of features claims
10. Installation examples
11. Options and upgrades
12. Selection guides
13. Ordering information
14. Specifications or detailed description
15. How to order or to get information
16. Guarantee or warranty
17. Disclaimers and privacy statement

Whether it is an advertisement, brochure or a website, a professionally designed presentation can make a world of difference in the perceived value of the product or service…and in the resulting sales opportunities.

At the Perrett Company, we have the experience and ability to create outstanding sales materials, and effective, productive websites. Visit our website at: www.perrett.com.

We would be happy to discuss your next project with you. We like to quote each job in advance, and we bill what we quote.