1. First impressions are paramount
An age-old statement, we know, but it’s so true.
Without trying to bore you, scientific evidence can even back this statement up. For example, in a particular experiment people were shown a number of websites for just a split second and based on what they saw in that very limited amount of time were asked to note down which sites they would like to explore further. The number of ‘good looking’ sites that came out on top was overwhelming.
Next they were given the opportunity to spend a whole 10 minutes looking at each website again and were asked to make a choice as to which company they would most likely end up working with. Interestingly, most of them went with their initial split second choice, even when the information, services or products being offered were not as good as the other ‘less-good-looking’ websites. This is called the Halo effect. Simply speaking, human nature dictates that people don’t like being wrong and will often substantiate their first decision or impression by focusing on the positives and even overriding or blocking out any negative points
Now, this is all a bit technical so the way we tend to explain this point to our clients is that you wouldn’t wear a pair of flowery shorts to an important business meeting would you? So why would you allow your brand to do that? Just because you or your company are extremely good (or even the best) at what you do doesn’t necessarily mean that potential customers can see that by looking at you
2. Brand Values
Creating a predefined set of values is extremely important in getting your brand to work across the entire business spectrum. It informs both your clients as well as your staff of the way things are done in the business and creates a uniform platform from which everyone in the business can do their job.
Decide which values apply first and foremost to your business. i.e. professionalism, integrity, easy going, friendly, high standards, pride, etc. and then work them into three or four separate sentences.
These should instantly be able to convey to your clients how you operate and what they can expect from a working relationship.
3. The message
What are you actually trying to say to potential customers? This is the first, but probably the most important, of many sales hurdles you have to overcome in order to get a client to buy into your business or services. If you don’t reel them in at this point you’re very unlikely to get any further so you must get this right.
Keep your main sales messaging as short and concise as possible and try to avoid any technical terms or specific industry terminology that ordinary people won’t understand. Remember, once they’re interested they can always find out more about the intricate details of your service offering. Also think again about the emotions you’re selling and your brand values and try to work these into your message.
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