(This is a retooled re-blog of a post I did back in September of 07 title Hey, what's your name - Wally Mart or Tiffany?)

When  I was moving back to Chicago from living and starting my Redesign/Staging business in San Francisco in the summer of 2000, I had a very difficult task of creating marketing materials that would speak to my audience and convey to them my "Menu of Services."   That spring, prior to moving, I had called a few old Associates and Real Estate friends to test the waters about my business service menu.  I got a shocking array of responses from "Wow, really- people in California pay people to do that?" to "What's HGTV? -never heard of it" to "You're going to charge WHAT - to do THAT?"

While I was working on this daunting task I read a enlightening article about consumer perception in the Wall Street Journal.  The article spoke of how by packaging a product correctly - Makes the actual product much more desirable and anticipated.

The article went something like this: The writer purchased three pairs of 7mm pearl stud earrings - A pair from Wal-Mart, a pair from Service Merchandise, and a pair from Tiffany's.  Each pair was appraised by a Gemnologist and found to be basically the same quality; BUT, when presented to a test panel in their store packaging - where each perceived differently. Well... guess which pair of earrings was perceived to be of the highest quality, were most desired, and thought of as the most valuable?

You got it - The Tiffany pair. Any person that has either given or received jewelry from Tiffany's knows that the packaging is just "to die for," & is almost as good as the product itself. (And every girl that has ever received, has kept all that packaging,)  Of course you did - it has perceived value!

So... inspired by the article, and with a Tiffany Blue light bulb blazing above my head - I set off to create my new branding for my Home Staging portion of my business - The House Stager.   I created my tag-line for my business cards, and marketing materials to read "Creating the Perfect Package-"  It's all about the packaging...  I was very happy with myself, and decide to read the Wall Street Journal more - rather than People.

But guess what else happened from reading that article - Something far bigger and much better -  Along with one burning Tiffany Blue light bulb, another popped up along side it that said "That perfect packaging goes much farther than a tag-line or a business logo - IT APPLIES TO YOUR ENTIRE BUSINESS MODEL & THE BRANDING OF YOU!!!"

• How you are perceived to your prospects, clientele and the general public propels how your business develops and is driven.  If you set your standards high, you'll attract the same "type" of clientele and business associations.
• If your marketing materials such as business cards, brochures , head shots, etc... are of a top shelf quality - you'll brand yourself to the level of the top shelf. 
• If you are creative, individual, original, ever-changing, and constantly educating and marketing yourself - You stand out from the pack., and once again attract other smart professionals and savvy clients with the same standards and goals as you.
• If you offered products to your prospects and clients that are in-tuned to and available to their needs and desires, and are fully qualified, experienced and educated to offer and execute them - your clients will want, use, and buy those services.
• If you price your services according to your high quality of education, associations, experience and service you provide - clients will not have a problem with your fees, or when you raise them.
• If you market yourself correctly with your ideal client in mind, your marketing will work, and you will attract the same level of clients. 
• By continuously offering high service and a good product - You'll never ever have to discount your services or offer incentives to get them.

                   SO HOW DO YOU PACKAGE THOSE PEARL EARRINGS?

• Are you the type who packages those earrings by leaving the earrings on the  black plastic display card (price syill on the back,) and throws them in an over-sized plastic bag, receipt included?
• Are you the type who puts them into a generic white box with cotton, and puts them into a slightly smaller, yet still plastic bag, and staples the receipt to the bag?
• Or are you the type that places the earrings into a small blue velvet tie bag (no price in sight,) then into a shiny beautiful blue box, which you tie with a satin white ribbon. Then slips that tied box into a sturdy, yet elegant blue gift bag, and then hands the receipt and a hand written gift receipt in an envelope to the recipient?

In the end,  it all comes down to how that package you offer is wrapped and presented.  How you package yourself and your services, is how you are perceived, respected, and desired by your clientele, associates, and colleagues, and visa-versa.

Celebrating her 10th year in the home staging, redesign, and decorating field, Julea also teaches and mentors talented individuals that would like to gain business and industry career education, or advance existing skills in this fast growing design field.  Visit: www.julea.com