How does image apply to improve success? Perceptions are created by image. Who do you believe will provide the better service on a used car - somebody who has a dozen cars sitting in an old gas station, or a car dealer with a showroom, mechanics, and all the other amenities? Let's say the old gas station person is a world class mechanic, but his image as a used car lot is wrong and certainly does not convey the correct message. We are visual creatures and judge primarily by what we see! In his case. I would push him as a top rated mechanic with some well-serviced cars that he sells on the side. By reversing the image focus from car lot to top-notch mechanic, the old gas station image becomes a positive rather than a negative.

How can I spend money for web sites, brochures, and other image-enhancing media and expect to meet my competition price-wise? Provided you're within an acceptable range, pricing only becomes an issue when the customer sees no other value to his purchase when comparing you to your competition. If you have a better image regarding the company, its employees, the facility, and the support, most customers are not going to purchase elsewhere in order to save a little money. Strictly focusing on price is a statement that the company lacks quality marketing.

We have a couple of computers. Why don't we just build our own web site using this easy web development software? Does that software also handle the graphic creation, artistic creativity, and marketing that you're going to need to reach your business goals? Some simplistic web-authoring software will not turn you into a web designer any more than playing with a flight simulator could turn you into a top-gun pilot!

I just don't see the need for a web site as we're only a local business! Being locally-based does not mean you should not have a web site. More and more people are turning to the Internet for their initial, basic research into products and services. By not having a web presence, you risk losing customers to your more forward-thinking competitors before they ever get a chance to walk through your door.

What do I charge? My charge for services depends on the scope of the project, and the level and length of my involvement.

What about protection of any unique concept or idea? In this case, it is a good idea that we sign a mutual nondisclosure statement where your unique plans and ideas are protected, as are any that I may divulge during the course of our involvement.