Question: What do Michel Fortin,
Rosalind Gardner, Marlon Sanders, Lynn Terry, Joel Comm, Lee Odden, Jill
Whalen, Perry Marshall, Dr. Ralph Wilson and Shelley Lowery all have in
common besides being highly successful Internet marketers?
Answer: They don't hide behind an icon, avatar or logo. We
know what they look like.
Make no mistake, there is great power in using your picture. When people can
see what you look like, they feel as if they know you.
Over time, they begin to bond with you and trust you. In essence, you become
their friend. And once friendship and trust are established, people will buy
whatever it is you're offering over and over and over again.
Why? Because psychologically, human beings have an innate need to connect with
other human beings emotionally. Using your picture on your website and in your
marketing makes an emotional connection that much easier.
The corporate world has known the importance of connecting emotionally with
their customers for many decades. Need proof? Look no further than these
classic tv commercials featuring Lee Iacocca (Chrysler), Dave Thomas (Wendy's) and
the adorable Rodney Allen Rippy (Jack in the
Box)...three of the most popular characters in television history.
But if marketers don't use their picture, doesn't it give the impression that
they're hiding something?
It could. But sometimes there are perfectly legitimate reasons why marketers
don't use their picture. For example, a long-time client of mine is hiding from
her ex-husband who was physically abusive to her and her children.
Also, some marketers are ashamed of their appearance. They may have a bad case
of acne, a badly burned face, a prominent scar or birthmark, or some other
physical malady that they're embarrassed about.
There may be perfectly legitimate reasons why someone chooses not to use his or
her picture.
So should you use your picture on your website and in your marketing?
Obviously, that's a personal choice. However, in addition to the trust factor,
studies show using your picture also increases conversions.
Ultimately, whether or not you should use your picture, depends on what you are
trying to accomplish. If you are trying to build your personal brand, as well
as establish credibility and trust, then yes, you should definitely use your
picture.
But all of the positives notwithstanding, using your picture certainly isn't a
prerequisite for success. After all, there are many successful businesses whose
owners operate anonymously or in the shadows.
Like I said, it's a personal choice.
