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Subscriber Drew Noble writes:
I just want to say how much I appreciate your blog and newsletter. I’m a 25 year old who just started her own marketing consulting company. I’m so glad that someone finally said what I’ve been thinking all along: Elevator pitches are stupid! I hope you will write a blog post about “dressing for success” soon. I am curious as to your opinion.
Two of our main values here at Enlightened Marketing are joy and effectiveness. These are the driving forces behind everything we do. If it doesn’t make you happy, you shouldn’t – and probably won’t – do it. And if it doesn’t work, why do it at all?
Dressing for success doesn’t have to be an either/or, so I’d look for a way to dress that is effective and also feels joyfully aligned with the truth of who you are.
What’s effective dress? Your personal appearance is the packaging of your brand, just as a cover design positions a book, or box art sells the product inside it. You want your appearance to convey:
- What people should expect when working with you.
- What kind of experience they’re likely to have
- Whether you and your target audience are a good fit for each other.
A few years back my client Denise, a massage therapist, asked me about what she wore at work. She felt she SHOULD wear scrubs “like other massage therapists do,” but she longed to wear the brightly-colored T-shirts that she tie-dyed herself (joy). She worried that she’d hurt her business by doing so.
I asked Denise whether she did sports or medical massage or anything else associated with scrubs. She didn’t. She specialized in relaxation, stress release and might even use aromatherapy or crystals if a client was open to it.
By presenting herself in scrubs, she was actually sending an inaccurate message.
When Denise realized she not only could wear her tie-dyed shirts, but she should do so to align better with her brand, she was overjoyed. 
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