Last night – I was in an area department store and as we were about to checkout, my wife and I noticed a new Stain Scrubber.
We took a look at the photos of it in action on the side of the box. We had never seen one quite like this. It was an electric scrubber that scrubs out stains on automobile tires, household carpets, bathtubs and a variety of other different surfaces.
Since we make a lot of messes 
) we were a bit impressed with this new item.
And I made the comment to my wife (without ever thinking about what I was about to write here in this manual) it must be a good one, it’s made by Black ‘n Decker.
It was only when I arrived back at the laptop and notice that I was to the “Law of Recognition” that I realized the significance of my comment.
I was prepared to buy that new scrubber because of yet another “purchase motivator”… the Law of Recognition.
You see, we buy things because of REPUTATION as well. We buy things because of NAME RECOGNITION. We buy things because of FAMILIARITY. Understand?
Answer these questions without thinking…
What is your favorite soft drink?
What is your favorite brand of jeans?
What kind of pain reliever do you use?
Now, why do you drink the same soft drink over and over? You like the taste, right? Why do you buy the same jeans over and over? You like the fit, right?
Why do you buy the same pain reliever over and over? You like the lack of pain, right?
In other words, you buy what you are FAMILIAR with. You buy because of the REPUTATION each of those has with you. You buy because you RECOGNIZE them.
We make many purchases because of that very reason.
I’ll give you another case in point. When Terry Dean releases a new product, I buy it. I don’t need to read the sales letter. I don’t need to find out all the details. I know if it is related to web marketing and Terry wrote it, then I want it.
Why? Because I know Terry’s REPUTATION. His work is very FAMILIAR to me. I RECOGNIZE his name. And I buy based on that alone. Same thing with Jimmy D. Brown. I buy all of his stuff.
These guys have people email them every week and say, “I can’t wait until your next product is available.” They have no idea what they’re working on.
They don’t know the subject matter. They don’t know how much it is going to cost. They don’t know anything about it at all. Except that they like the person who is writing it.
And that is enough to sell it to them.
Have I made my point?
We buy because of recognition, reputation and familiarity.
And this comes about by building a strong brand around you and your business.
So how do you build a strong brand?
Building a strong brand is very, very easy because it all comes from providing “quality”…
Quality of the product or service you’re selling, (even the quality of any free content you’re providing). It’s the “perceived” visual quality of your website and your packaging and it’s also the quality of your customer support.
What steps are you taking today to build your brand?
Does your website say “quality” to your visitors when they see it for the first time? Do you provide quality customer support? Is your product or service as good as it could possibly be made to be?
They’re important questions to ask yourself if you want to build a strong brand people recognize and automatically associate quality with.
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