Practical Sales Training™ > How To Get Attention > The Signature Effect

What is it?

The Signature Effect is about making your offering recognisable by creating a “signature” element. Something that is the same throughout all you do.

Why does it work?

It works because as human beings we notice patterns and spot trends. When we see the same words or colours we form a more solidified image in our minds. This means that not only are you more memorable, but that when you create new products or services and include the signature, they will be more recognisable. It’s essentially creating your own Schema for your offering.

How can you use it?

Can you include imagery, colours, words or features of your offering that can be the same throughout? The Signature for Clear Sales Message is Black and White. We also produce short, easy to action content so you know that anything new from us will be just as simple to implement. Think about “how” you do what you do and if that can be turned into a recognisable “signature” for your business.

Example:

Business: A luxury skincare brand

Signature Element: A rose gold embossed seal and a botanical fragrance profile

Each product in the range—whether a face cream, serum, or cleanser—features:

The same rose gold seal stamped into the cap
Packaging with deep forest green and cream tones
A consistent, signature scent made from lavender, neroli, and bergamot
A product ritual card included in every box

Why it works:

Whenever a buyer sees that seal or smells the unique fragrance, they immediately associate it with the brand. It creates recognition, consistency, and trust. Even when launching new products, this signature builds loyalty because buyers already know what to expect.

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