The name of your industry frames expectations

A typical business cardWhat business are you in? For instance are you in “accountancy” or “financial advice”? Do you work in “personal health” or “fitness”? Does you company offer “training” or “workshops”? It might not sound that important, but new research shows that the overall industry that we attach ourselves to can have profound effects on what people think of us.

The study found, for instance, that when an online betting shop says it is offering “gambling” we have a much more negative view of it than when the shop says it offers “gaming”. Essentially, what is happening is called “framing” whereby a single word can put people’s minds into seeing things from a particular perspective. That means if you offer “business growth” as a consultant, but in reality you are an accountant, you might find that using the word “accountancy” could be more negative or more positive than using the word “consultancy”.

It means you need to know what associations your target market has with the industry or profession you say you come from. If you found that there is a general negative feeling towards your industry or profession you might need to reconsider what you align yourself with. For instance, it might be better for someone to say they are in the “health” business than in the “fitness” arena, in just the same way that “gaming” is more beneficial than “gambling”.

However, we should not make assumptions about the immediate associations people have with the word that describes our sector, Only research will tell you whether or not you are labelling your business appropriately.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »