I’ve been working thru some issues with a client about the services they offer. They  call themselves an “image consultants”. Now what does that mean. When you ask them it is very clear, “image consulting” is about helping companies look well in the media, but was that your first thought when you read the description of their business or like me did you immediately think that they helped people dress better.

That’s the point of “Clarity Trumps Persuasion”, the term “image consulting” alone is not clear, it is not easy to figure out what that means. This is also the case when you search for “image consultant” in Google.

Google returns a result page and the majority of paid  results are companies that help you dress or look better, mixed in with consulting, and branding ads” The organic results mostly returned “Image Consulting”, we help you look or dress better.

The problem is “image consultant” isn’t clear alone, It is only clear in some context. So when describing your business try to be clear. Remember that what is clear to you iis only clear in your context and MAY NOT be clear in the context of your client. Maybe your not an “Image Consultant” maybe you are a “Corporate Image Consultant” or a “Corporate Branding Consultant”, however you describe your business remember Clarity Trumps Persuasion.

Shouts out to MarketingExperiments.com for the tip

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