The Myth of the First Impression | #011

You have a large amount of control over that first impression but also some aspects you don't control, notably when the impression is going to be formed.

What can be done to maximize the potential for your business to make a stellar first impression?    

Episode discussions:

• How to use and leverage the myth of the first impression in your business
• The difference between contact and impression
• What aspects of first impressions can and can't be controlled
• The impact of authenticity and consistency on your marketing

[01:26] Understand how real and important first impression are

…and how quickly they're made.

• As Malcolm Gladwell points out in his book, "Blink", decisions that people make are made rapidly and automatically with very little information.
• We've evolved over years to make rapid decisions.
• "Purchase decisions are based on emotion"
• Customers are bombarded and overwhelmed with choices, they as well need to make decisions almost instantly.

[03:22] Once a decision is made, people defend their viewpoint

• Once that first impression is made about your brand or business, customers will fight to justify their initial decision and cling to their initial reaction/impression.
• That's why forming first impression is crucial.

[04:10] Contact vs. Impression

• There's no certainty in knowing when the first impression will occur or what element of your marketing pushed the customer to form the impression.

Everyone triggers differently.

First contact does not always mean the first impression (discussed)

"Most people will completely ignore your signage, your uniforms, your location, your pricing, your phone staff, even the smell of your lobby and will walk away with almost no recollection of what just happened."

 Seth Godin-"All marketers are liars"

Modern Marketing Meaning:

We see ads and messages all the time all around us but it's only when something stands out or gets recognized by us that we form that ever important first impression.

[05:44] Everything in your brand, business, and story needs to be consistent and authentic because it is unknown which element is going to provide the first impression.

• We can control: our signage, uniform, location, pricing, design, appearance of store, product marketing
• We can't control: which point of contact will form the first impression.

[06:59] Be authentic because it will make being consistent easier.

[07:29] The myth of the first impression recapped. 

Mentioned in this episode:

"All Marketers Are Liars"- Seth Godin

"Blink"- Malcolm Gladwell