That one word resulted in the marketing firm losing a multi-million dollar contract. In this instance, the receptionist played a significant role in helping the customer make his decision. Designers of marketing programs not only understand, but actively capitalize on human nature and its frailties, idiosyncracies, and biases. With this in mind, Beckwith offers the four most powerful keys to successful marketing. We seem to know instinctively that beauty communicates quality.
Children stare at beautiful people.
We often assume that beautiful people are smarter, more talented, and more desirable. We have a natural bias toward beauty. Tennis player Anna Kournakova is a case in point. But she has never won a major tennis event, and currently ranks 19th on the professional women's tennis rankings. We simply like beautiful things, beautiful people and beautiful surroundings.