Do Looks Matter for Success? When it comes to my book, I think they do.
I’m excited because for the first time, my book has hit the top ten on Amazon in the Work-Life Balance category. What has changed? The cover and the keywords.
I’m putting my money on the cover as making the big difference. At a writers workshop last year, Jack Canfield, author of Chicken Soup for the Soul, did an exercise where he showed that people were having a negative emotional reaction to my old cover. Everyone loves my author picture, so I decided to create a cover with that picture. And BOOM – I’ve sold many more books in March than I did for much of last year.
It’s just one more indication that looks matter – a lot. Jack Canfield did something called muscle testing. He had someone hold their arm out, and he pushed down on it with them resisting. Then he showed them the cover, and it became easier to push down the arm. Why? When the subconscious is disturbed, our muscles get weaker. The theory is that people saw the cover, and just didn’t feel right in some way, which made it less likely for them to buy.
This is another flavor of unconscious bias, the phenomenon where we are biased against something and we don’t realize it. Unconscious bias has been shown in attitudes towards women and minorities. For example, when auditions for symphony orchestras are conducted where the musician is behind a screen, more women are hired, showing that there was an unconscious bias against female musicians.
So what are we to do to counteract our own unconscious bias? Mussar teaches us to look for the Soul Trait that is out of balance, and then to find an action to move back towards balance. Currently, I am practicing Honor, and I suspect that could help. Honor is about how we treat other people. Some of the traditional practices for cultivating Honor include:
- Greeting everyone you meet before they greet you.
- Holding doors for others
- Smiling at everyone you pass
These small steps each make an imprint on the Soul. When it comes to unconscious bias, the key is to focus on consistently executing the practice with everyone. In a diverse environment, I will be honoring people from many backgrounds. I’ll be on the lookout for any hesitation on my part with particular people that could indicate some unconscious bias. With the heightened awareness, I can act to override the hesitation, which will actually begin to eliminate the bias from the subconscious.
Whether or not you believe in unconscious bias, give one of these practices a try for a week. You’ll may be surprised at how it will make you feel.
What do you think? Do you believe in unconscious bias?
See the latest ranking of Busting Your Corporate Idol on Amazon.