Reality Upgrade

There are different ideas of how long it takes to form an initial impression of someone, from 7 seconds to 60. However, everyone agrees that within only a few moments of meeting you, your new contact has already decided whether they like you or not. From that point on, all of your interaction with that person will be either reinforcing that opinion, or fighting hopelessly against it.

The reason that the first impression is so important is that most decisions are made emotionally, not intellectually. For all that we would like to believe we are rational beings, humans are more controlled by our subconscious than we would like to admit. If a potential client likes you in the first sixty seconds, then the only thing you have to convince them of is what to hire you for. On the other hand, if a potential client does not like you in the first sixty seconds, you have almost no chance at all of being hired, no matter how much convincing you do.

The trick to real marketing, then, is not to sell what you do, but to sell yourself; or more specifically, your brand. And you have between 7 and 60 seconds to do it.

A great example of marketing to emotions rather than intellect is Budweiser. Anyone who drinks beer regularly knows that Budweiser is not the best quality beer. However, they sell more than 50% of the beer sold in the US. The reason for this is that they are not trying to sell their beer as the best, but as the one that is the most fun. After all, the “beer drinking ideal” is to have a six pack and hang out with friends. So Budweiser is trying to connect their brand with the feelings of being with friends, partying, hot girls, etc. And it is clearly working.

So learning from Budweiser’s example, you need to find what emotion your potential client is looking for, and connect your brand to that emotion. Then, throughout your relationship, reinforce that emotional connection. Remember, there may be hundreds of people/companies that can do what you do, but only you make your client feel the way you can.

Step 1 - It’s all about them

Step 3 - Keep it simple