Negative Perceptions—How to Convince Your Customers You’re Not a Bad Apple

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​Industry Stereotypes
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Some industries suffer from negative stereotypes.

“Contractors are sneaky. They take your money and disappear.”

“Attorneys are crooked. They pad their invoices and bill you for everything from paperclips to emails.”

“Auto mechanics lie and gouge you with overpriced services.”

While there may be some truth to those characterizations for some in those professions, they simply don’t apply to the majority.
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But what can you do if you’re one of the many good apples in a business that has a few rotten ones who’ve ruined it for everyone?

In the process of developing your UPS and marketing messaging, think about the number one complaint consumers have about your industry.

For example, if you’re a contractor who is dependable, honest, and always finishes a job, make sure that fact is spotlighted in your marketing messaging.

Sure, anyone can say they’re all those things, but you need to prove it with customer testimonials that address that very issue.

Facing a negative public perception head on is the absolute best way to calm your potential customer’s fears or suspicions.

Age Misconceptions

People of varying generations can attest to being unfairly pigeonholed.

“Millennials are entitled and lazy. They expect everything to be handed to them.”

“Baby Boomers are too old, out of touch, and not tech savvy.”

Defining and rejecting someone based on their age alone is patently unfair. I’ve worked with professionals in both these age groups and the bias simply doesn’t hold up.

How to combat it? For the millennial, a well-crafted bio on your website that showcases accomplishments, achievements, and awards. This clearly illustrates that you’re industrious, productive, and driven.

For the baby boomer, a website About Us page that spotlights recent projects and training in cutting-edge and up-to-date systems and software proving that you’re adaptable, in touch, and learn quickly.
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Gender Biases

Both men and women can attest to gender biases in their businesses.

The man who aspires to be a clothing designer or the woman who runs a tech company will face pushback from those who question their abilities in a field typically dominated by the opposite gender.  

The best way to tackle this is to include a portfolio of deliverables on your website.

Photos, case studies, and past client testimonials will demonstrate that your gender has nothing to do with the quality of the products and services you’ve created in your business.

Do you need help crafting your marketing messaging to dispel negative perceptions and reflect your dedication to professionalism? Contact us today. We’d love to help.

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