Sure, being the best sounds great. But simply being the best is no longer enough to position you at the front of the pack. You also need to be perceived as being the best. That's why Perception is so important. With this book, authors Franziska Iseli and Christo Hall show you how to harness the power of perception to achieve success - whether you are leading a small business, trying to climb the career ladder, or simply working to achieve greater success in relationships and improve your personal life. Perception is a book about how to do marketing right for small businesses and solo-entrepreneurs by focusing on what makes you stand out. Rather than pushing business owners to spend more money on brochures or advertising or marketing campaigns, Perception will teach you how your prospects think and make buying decisions. You must master how customers and prospects perceive you and your business because it doesn't matter how many flyers you print or how much you spend on ads if your message doesn't fit. If the perception you are generating doesn't resonate with your prospects and reflect the true value you offer, no one will buy from you (and you'll waste a lot of money on advertising that doesn't work). The approach we take is first and foremost to get crystal clear on how you want to be perceived by your ideal customers and prospects. You sure don't want your competitors or anyone else to be defining how you are perceived (anyone remembers the Pepsi-Coca Cola challenge?). And, even worse, you don't want your prospects to have no perception of you at all! Perception teaches you to take charge: to define and then create the perception of you or your business that will lead you to the lasting success you desire. Perception is for small business owners and entrepreneurs who want to grow quickly by creating a clear, authentic message and brand strategy. You can even use these strategies for influencing perception to improve your personal life and relationships.