| Research has shown that good-looking people | | | | the owner of a well-established brand-name site |
| have a distinctly unfair advantage in | | | | such as Amazon.com, this issue of trust is a |
| contemporary society over their not-so-attractive | | | | non-issue. |
| counterparts. This unfair advantage is what is | | | | However if you are one of the faceless millions of |
| known as the Halo Effect! | | | | netpreneurs scattered across the globe you are |
| What Is The Halo Effect? | | | | precisely that...Faceless! You are working from a |
| The halo effect describes our natural tendency to | | | | position of weakness in that you don't have |
| be much more trusting, tolerant and compliant | | | | brand-name recognition behind you and that |
| towards good-looking individuals in contrast to the | | | | you're an unknown entity. |
| not-so-attractive...or in other words to be | | | | Being unknown means that the onus is on you to |
| inordinately biased in a positive manner to people | | | | cultivate trust, but first you have to overcome |
| who are good-looking. | | | | the particular challenges that conducting business |
| This has far reaching consequences, especially in | | | | online poses. |
| the work place, as illustrated by the commonplace | | | | What are these particular challenges I speak of? |
| manner in which employers routinely employ | | | | Well the fact that the internet is a virtual reality |
| more attractive applicants before the | | | | as opposed to a true reality means that all the |
| less-attractive, sometimes even when the | | | | rules of real life do not and cannot apply online. |
| less-attractive applicant is better qualified! | | | | Point in case, it is impossible to employ all our |
| In fact the ramifications of the halo effect are | | | | senses online in the same manner that we do |
| now understood to be a lot more extensive than | | | | offline. |
| previously thought. | | | | This is important because we humans are guided |
| For example we now know that people | | | | and driven by our senses. And the only tool of |
| reflexively and subconsciously ascribe positive | | | | measure we have at our disposal for online |
| traits such as honesty, kindness, intelligence and | | | | shopping is a visual assessment. And that is |
| talent to good-looking individuals whether or not | | | | precisely what most of us use to assess a |
| such traits actually exist! | | | | product's quality prior to purchasing it...vision! |
| 1st Impressions Really Do Count! | | | | Bearing this in mind, it makes sense to have the |
| You've probably come across or heard the saying | | | | best visual presentation for your visitors. Because |
| "Don't Judge A Book By Its Cover". | | | | traffic to your site is much more likely to stick |
| Well the simple fact of the matter is that people | | | | around and comply with your directives so long as |
| do just that! They routinely judge "the book" by | | | | they believe and trust you. And the only way you |
| its cover. You see the fact of the matter is, we | | | | are going to convince a perfect stranger to trust |
| are pre-programmed from birth to make | | | | you online is through the appearance of your site. |
| subconscious snap judgments based solely on | | | | A sloppy Site Provokes Doubt! |
| appearance. In fact studies have revealed that | | | | If your site looks shabby you can bet its |
| babies instinctively fixate on attractive faces far | | | | appearance is going to put off most of your |
| longer and more often than on the | | | | visitors. You see most folks equate a |
| not-so-attractive visage, irrespective of whether | | | | shabby-looking site with one word...SCAM! |
| the person is a stranger or not. | | | | Conversely though, people equate a neat |
| Significance of The Halo Effect to Internet | | | | well-designed site with professionalism, reliability |
| Marketing? | | | | and honesty...essential factors if you hope to get |
| Of what significance is the halo effect to internet | | | | them to part with their cash. |
| marketing or any online business for that matter? | | | | In fact the visual component has such an impact |
| Well the first thing you have to appreciate is that | | | | online that even if you have the best copy in the |
| people are only going to buy from a website they | | | | world it means absolutely zilch if your website |
| feel comfortable with. The reason is simple. That | | | | appears sloppy. |
| feeling of comfort they experience subconsciously | | | | Bottom line...If Your Website Is Not Visually |
| translates into trust. Naturally, if you happen to be | | | | Appealing You're Losing Money! |