stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last stat

Surely you know what I mean. Those gangly looking birds that stand on one twiggy looking leg. Their beak (or is it a bill?) is hooked and black. And they flock by the hundreds at the watering hole. Thousands maybe, all together and...

THEY ALL LOOK THE SAME!

Now I'm not suggesting you run out and paint your shop in day-glow colours, or dress up like Zippo the clown, I just thought I'd draw your attention to something that often gets overlooked.

We tend to think of appearances in an external context, we think of what we 'present' to the outside world instead of how we're perceived by the outside world.

Here's what I mean, it's called the "Well I should hope so!" test. Try this out on the next statement:

"We're honest and we fix your car right the first time. We charge reasonable rates and we guarantee our work."

Altogether now... "Well, I should hope so.!"

What else would you expect to say? "Hey, we're lousy. We'll fix things that aren't broken and make sure the original problem goes unsolved so you'll bring it back so we can fix it and charge you again."

The first statement is a 'pink flamingo'. It says pretty much the same stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last state

run out and paint your shop in day-glow colours, or dress up like Zippo the clown, I just thought I'd draw your attention to something that often gets overlooked.

We tend to think of appearances in an external context, we think of what we 'present' to the outside world instead of how we're perceived by the outside world.

Here's what I mean, it's called the "Well I should hope so!" test. Try this out on the next statement:

"We're honest and we fix your car right the first time. We charge reasonable rates and we guarantee our work."

Altogether now... "Well, I should hope so.!"

What else would you expect to say? "Hey, we're lousy. We'll fix things that aren't broken and make sure the original problem goes unsolved so you'll bring it back so we can fix it and charge you again."

The first statement is a 'pink flamingo'. It says pretty much the same stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last stat

perceived by the outside world.

Here's what I mean, it's called the "Well I should hope so!" test. Try this out on the next statement:

"We're honest and we fix your car right the first time. We charge reasonable rates and we guarantee our work."

Altogether now... "Well, I should hope so.!"

What else would you expect to say? "Hey, we're lousy. We'll fix things that aren't broken and make sure the original problem goes unsolved so you'll bring it back so we can fix it and charge you again."

The first statement is a 'pink flamingo'. It says pretty much the same stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last stat

hope so.!"

What else would you expect to say? "Hey, we're lousy. We'll fix things that aren't broken and make sure the original problem goes unsolved so you'll bring it back so we can fix it and charge you again."

The first statement is a 'pink flamingo'. It says pretty much the same stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last stat

stuff as anyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completely untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last statement certainly was not a pink flamingo.

Now don't feel bad. We're all guilty of lazy communication from time to time. And we often forget to present the ‘right' image to the world. We get so bogged down with the day to day tasks of operating the business that we overlook the way the business is perceived by others.

Here's another idea to help you picture things a little differently. Imagine your business was product (it is on various levels) and imagine you needed to put it on the shelf and sell it along with hundred of other businesses... like yours.

How would you design the packaging? What would you say on the box? Would you say things like everyone else? Would your box be the same size? Okay, that was a bit of a stretch. But it gets your mind working. Remember it's not so much what you present it's how your presentation is perceived.

And while we're on the topic of image and perception. It should be noted that whatever a person thinks about your business is their reality. That last point is crucial, so it bears repeating - whatever a person "thinks" about your business "is their reality".

In other words, if they "think" you're great - yo