Never forget this in your marketing first impressions! People tend to follow their first impressions and believe they will continue to get the same thing. Even if evidence points to the contrary later.
Here’s A few examples to expound on the above principle:
- If the first thing they see in your store is out dated merchandise and worn out displays, they might just believe they walked into a second-hand store.
- If our show room is unkempt, dusty and has out-of-date magazines, our customers may be led to believe your inventory is the same.
- When we show up in your old beat up truck, they probably wont equate us as a qualified service professional. Even if we are the best plumber in the world.
Just remember what we learned in high school – A bad reputation is hard to shake.
Having a good first impression was probably the first salient business lessons I learned. Back in the late 1980’s. I started my first company on a credit card with a whopping $500 limit. This amount was staggeringly too small to start a building repair and remodeling company. On top of this, all I owned was a tiny 2 door Subaru Justy and a few tools. However, I felt confident in my abilities and past experiences. So, I went to work.
To drum up business I visited every property management company to see if they could use my services. Like most new service oriented businesses, I made a few cheap cards and brochures. Put on my nicest cloths, and started visiting offices.
Nearly everywhere I went, I was told to wait in the lobby. When I finally walked into the broker office, no one ever got out of their seat. No one shook my hand nor showed much interest in what I had to offer. Feeling defeated, I struggled with different ideas and attempts to find business over the next few months. But every effort proved futile.
Months later, a friend of mine told me about the quote noted in the beginning of this article. He encouraged me to change my tactics. And his parting words that day were – Do Not Be Cheap On First Impressions!
After much thought, I decided to max out my measly $500 credit card. Buying a professional matching khaki uniform with my company logo on the hat and shirt. I even embroidered my name above the left shirt pocket. Now that I looked the part, I decided to hire a design company to redo my cards and flyer..
The next time I went into these offices, I rarely was told to wait. Nearly everyone got up to shake my hand. It seemed my attempt to look like a professional service company paid off. Because I landed a number of jobs the very first day I went out. And I owed it all to the 500 dollars from my credit card.
A few weeks later, after delivering my first invoice, one of the agents confided in me. She was rather brutal, but honest. She said: “On our first encounter, you looked like some fly-by-night, here-one-day-gone-the-next, kind of guys”. I wouldn’t trust you to fix my mail box. However, the next time I thought you’d bought one of those franchised companies. My broker said, it looked like you got your act together, so we took a chance.”
When it comes to small business promotion ideas, this was the best 500 dollars I’ve ever spent on any of my business dealings. I have since sold that company and started a few others. But ever since that day I have lived by the motto “The first thing people see is what they think they will continue to get”.
Don’t be cheap on your Marketing First Impressions – Conclusion
Now whether a marketing plan costs $500 or $5000, we must make our company look credible and professional right from the get go. Or they will might just go elsewhere… Right into the arms of your competition.
Since first impressions can be costly, visit us at 21 Great Ideas To Fund Your Business
For more useful information on marketing join us at our Small Business Marketing Plans: Where to Start.
A great outside source is – How to Make a Great First Impression – Harvard Business Review