Why Your Packaging Matters As Much As Your Product

What do you need to build a quality expert bio?

People buy the packaging as much as they buy the product. You are the product; your expert bio is the packaging. Taking that into consideration, if you were to read your existing bio, does it enhance the product that is you?

Or, perhaps, is there something that is missing?

I have a couple of examples here to prove this concept. For instance, I’m a chocolate person and I’m a coffee person. Those are the two ways to my heart, so those are the examples I’m going to use here.

Take these first two brands. You’ve got Godiva chocolate on the left. Hershey’s chocolate on the right.

They are both dark chocolate and they both include 12 squares or truffles. I understand that generally speaking, there are varying levels of quality in dark chocolate varieties, but for the purpose of this theory we’re going to say the products are generally similar..

The packaging and the feeling that it gives the user is quite different. That matters. In fact, price-wise, the Godiva costs $32 for the same amount of chocolate, while a box of Hershey’s is $1.59.

That’s proof: as much as people buy the product, they buy the packaging. They buy into how the product makes them feel. If it seems bigger, more elevated, more expensive than it is, people are drawn to it.

That’s why one of my goals today is to help you look as expensive as you should be. You need to look and sound expensive, because you probably are — or you should be.

You may not be charging fees for your service or product that represent that, but maybe you should be.

Your expert bio is a reflection of the product, so we want to consider that part of your packaging. That’s why it’s important.

Here’s a second example two prove my point. Here, we have Starbucks coffee and RaceTrac coffee. You’ve got the crazy good coffee from a RaceTrac gas station, which we have an abundance of in Tennessee. Next to that, we have the globally renowned Starbucks coffee. You all know Starbucks.

Now, we could argue about the quality of the beans and how they are sourced here, but that is not the point. The point I’m making is that these are both 16-ounce cups and they both include coffee. However, the “crazy good” coffee from RaceTrac is 99 cents. The exact same amount of coffee from Starbucks is $2.45

People buy the packaging as much as they buy the product. It’s that simple. Start by writing an expert bio that showcases an elevated, expensive and proud product. At Brand Builders Group, we can help you do that!

Visit the link in my bio to find out more about how we can help you with your packaging.

AJ Vaden is the Co-founder of Brand Builders Group, international speaker, million-dollar consultant and host of the Influential Personal Brand Podcast.