Practical Sales Training™ > Selling Communication Basics > De Facto Standards
What It Is
De Facto Standards are universal signals your audience already recognises.
These include colours, shapes, symbols, phrases and layouts that instantly convey meaning without needing to be explained.
For example:
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Green means go or success
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Red means stop, danger or error
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A tick symbol means correct or approved
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A cross symbol means incorrect or rejected
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A padlock suggests safety and security
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Stars represent quality or ratings
These elements speak directly to instinct. They are processed faster than words, which makes them powerful tools in your sales communication.
How It Works
People do not read everything. They scan for signals they already understand.
When you use familiar cues, your message becomes:
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Easier to understand
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Quicker to trust
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Simpler to act on
This is because De Facto Standards do not need to be learned. Your audience already knows what they mean. By using them intentionally, you remove friction and guide people to take action with confidence.
How You Can Use It
1. Use colour deliberately
Red for warnings or urgency
Green for confirmation or safety
Amber or orange for caution
Blue for calm, trustworthy messaging
2. Stick to familiar layouts
Keep navigation, headings, calls to action and testimonials where people expect to find them. If your page layout feels unfamiliar, people hesitate.
3. Add visual symbols
Use ticks, crosses, padlocks, clocks and stars where appropriate. These cues reinforce your message without requiring explanation.
4. Write like a buyer, not a copywriter
Use the same phrases people expect to see, such as:
“Buy now”
“Get started”
“Secure checkout”
“Trusted by over 5,000 users”
5. Make your offer look like what people already trust
If your product or service is visually aligned with brands your audience respects, you instantly feel more credible. Familiarity builds confidence.
Example
This charger shows a GREEN light when there is a problem and a RED light when it’s working properly….(!)
See also
- The Icon Effect
- The Traffic Light Effect
- 25+ Selling communication basics
- 100+ ways to get your buyer to take action
