We are told "don't judge a book by its cover" an idiom meaning we shouldn't prejudge the worth or value of something, by its outward appearance alone.
So is presentation really that important?
The short answer is actually a resounding YES!
So why is presentation so important if we are supposed to judge something primarily by its substance? Well despite being conditioned not to judge a book by its cover we actually can't help it, we're visual by nature. Almost 1/3 of our brain is hardwired to respond to visuals. Now don't get me wrong I am not staying that the substance is not important but often it's the presentation that gets us to explore the content in the first place. In fact a study by Green, R. (1989). The Persuasive Properties of Color, Marketing Communications found that
Colour visuals increase the willingness to read by 80%
I'm sure anyone who has done some online shopping has backed out of a transaction because of an unattractive website, the rationale is if they are sloppy and unprofessional with their web design that is an indication of how they might treat your credit card information as well.
In a study done by Debra Zellner she experimented with food, inviting diners from all different demographics. She served the exact same meal in two rooms, one was beautifully plated the other was just average. The diners were asked to rate the meal afterward and consistently rated the better-presented meal as tastier.
A study by Frédéric Brochet, then a Ph.D. candidate at the University of Bordeaux II found when he dyed white wine red and gave it to oenology (wine science) students. The expert panel primarily rated and described it as a red. Why because they made the conclusion based on the visual cues that are processed much faster by the brain.
So when it comes to insurance or any business for that matter your presentation of your product is critical. The substance of your presentation is table stakes however the way you present and market the information to your clients is critical to how they will perceive the information and their willingness to absorb it, which is essential to them making a purchase decision.
If you are in the Life insurance or Living benefit market and interested in improving your client facing presentation head over to www.lifedesignanalysis.com our reports are proven to help communicate insurance solutions to clients more successfully resulting in more sales. Download a sample case or start your free 30-day trial today!