Is your first impression anticipated, personal, and emphatically relevant? In today’s free market there are plenty of brands, plenty of just about everything and definitely plenty of choices. With that in mind, why do the vast majority of business people leave such dull first impressions? There are several reasons, here are a few:
Most business people sell rather than lead.
Nobody wants to be sold, but everybody wants to buy. In the 80’s and 90’s you did not have blogs, LinkedIn, websites, Google, or Amazon. Today you have a plethora of tools and products that help you lead your prospect to a favorable first impression about you. My experience as a business coach is that most business people lack an impactful “breadcrumb trail” that leads a prospect towards a compelling first impression. Most business people sell rather than write. In the new economy, to get your way, you have to possess persuasive writing skills. Here is what Seth Godin in Permission Marketing says,
“You can now choose whom you reach. When you reach them. The order of messages. The benefits offered. You can create dozens or even hundreds of paths for an individual to follow from the first contact until the highest level of permission is granted. If the marketing messages you send are anticipated, relevant, and personal, they will cut through the clutter and increase the prospect’s knowledge of the benefits you offer.”
The fact is most business people have only their product to offer because their mind has atrophied due to lack of use. Put yourself in the shoes of your customer. What do you know that can help them — not sell them? I have an attorney friend who says, “Tell me what a person knows and I will tell you what they earn.” So what is the purpose in writing? I’ll sum it up with what Jeffrey Gitomer says:
“I force myself to become better each time I write something. I try to make my concepts more clear, I try to make my ideas more convincing, and I try to make the strategy and the methods that I suggest be compelling enough that others will adopt them and adapt them to their style and their personality.” Most business people sell rather than impress. How can you create favor in a prospect? Be impressive, be memorable. Does your prospect see you as a door-to-door salesperson or an expert? In the 70’s and 80’s you could get someone to answer the door. Today the door will not open if you are not remarkable. This means you must be a student in the new economy. Know why people buy. Give people a reason to say yes. Share your knowledge in creative ways. What kind of first impression do you make?