Have you ever been on a TV set? By which I don't mean "have you ever stood or sat on your TV?". That would be absurd and dangerous for an adult, and in the era of flat screens, nearly impossible anyway. No, have you ever been in the place where a TV show is filmed? If you have, the one thing you'll notice is that it looks a lot less impressive in person than it does on TV. The magic happens later.
Business marketing can be a lot like that. If you're an end user you may picture the place where a product is made, or designed, and think of a sparkling environment. Brilliant people dash back and forth, having ideas and laughing at how amazing they are. Maybe there's a climbing wall and a juice bar. If you've run a business, you'll often see it's not like that. Sometimes you need to create an image to persuade customers, and sometimes, you'll need to embellish.
Embellish, Not Lie
It should be noted that outright lying to customers is an offense, and can be damaging to business. Don't tell them, for example, that your microwave ready meals are made by a famous TV chef if they're not. Don't claim that your face scrub reverses the aging process. Those are lies. Do tell them that your product will leave them feeling like a different person. It will. They'll be well-nourished or have a cleaner face.
Put Yourself In The Best Possible Light
A bit like the TV set, the typical business premises won't be especially eye-catching. You would probably do well not to plaster your website with pictures of the facilities if this is the case. And keep those pictures off the packaging, too. Use aspirational pictures like a sandy St. Tropez beach or a snowy mountain range.
https://www.flickr.com/photos/arturstaszewski/7019414841
Visit the likes of https://www.yourvirtualofficelondon.co.uk/london-mail-address-business-services/mail-forwarding-london/ for another boost. By giving yourself a mailing address somewhere glamorous, you can give the business and products an element of intrigue.
Evocative Language Is Not Just For Poets
"An affordable couch that you can sit on, and it looks good, and it won't break soon." That's a sentence with three positive points in it, and about as inspiring as a Tuesday bus ride to an abattoir.
Instead, you could say "Luxury at a price to suit all pockets; this Love Seat makes you feel like you're sitting on a fluffy cloud. Its opulent comfort goes hand in hand with durability you won't find anywhere else!". Exaggeration? Maybe so, but that's marketing for you. You won't be the first or the last to do it.
Image is important in marketing and business. There is a competitive market out there, and people will go for the products and services that get their attention. It's important that you don't make things up and offer something you can't deliver. At the same time, Fred Astaire never actually danced on a ceiling (https://www.youtube.com/watch?v=ac6o8PXthzQ). We knew that, but it didn't make his dancing any less incredible. Know the difference between a lie and a selling point, and your business will benefit.
