Opening a new business online in the real world or in cyberspace will require thinking beyond all the money you make. Most small business owners are clear on their end goal, yet many times fail to spend time planning their marketing image. To be successful, first impressions are important, or you may violate what I call my 5 second rule: When a new prospect finds your web site, you have 5 seconds to convince them to stay. The rule also applies in the physical world. Your printed materials can be dumped into the trash as quickly as possible, or a visitor to your company may browse briefly while in fact no sales decisions were made in those crucial first few seconds. Regardless of your business, your image as a professional and reliable source for a product or service depends on making a positive first impression.
While most people do not realize the subconscious dynamics that occur during an introduction, how you are perceived is prejudiced. In a face-to-face meeting, your subconsciously will immediately classify you by sex, age, and race. It can be difficult to believe this fact, however, as personal life experiences combine the combination of these 3 characteristics into a definite profile based on past encounters. Overcoming any negatives begins when you speak. A warm and friendly attitude will help you succeed while being prepared to offer the benefits of doing business. In print, your business card, advertisement or brochure tells a similar story without subconscious human prejudices.
This message will still elicit a response, good or bad, so how will you present your company for Print My 5 Second Rule. This is equally true for the home page of your web site. Here is some advice. Customers have a need (problem), and you provide a product or service (solution). Matching these 2 to a successful sale is easier than most people realize. Front door selling, printed advertising, or online web offers should all address the benefits (solutions, again), not the features (it's about the customer, not about you). Your marketing materials need to create a mental image in the viewer's mind. Stimulate their imagination so that they picture themselves enjoying the benefits of their offer, and you can cross my 5 second rule. Here is an example that was made for a used car dealer.
How do you glamorize a business that is the subject of so many disappointing jokes? This customer had a special monthly vehicle that they wanted to promote on their web site. Photographs taken in a series of episodes surround the parking lot, not revealing the excitement or mental picture needed to excite the viewer. The vehicle chosen was an upscale Jeep, and the customer specialized in Puerto Rico exports. To add pizzas, I made an edit of the photo to remove the background, and put 2 views of the monthly special for a gorgeous beach scene in Puerto Rico. If my descriptions were successful in creating your mental image by referring to the chain link and the gorgeous beach, then the subtle differences in the presentation should be obvious. Bonus tip: what to say when a customer goes wrong. As a small business owner, you know your business and as an expert, commenting when faced with an email or response that you know This is absolutely wrong. It would be amazing if you would answer with two magic. Words: "You're right!". It works for several reasons. Most importantly, your customer may expect an argument, so they will only listen to half of what you have to say if you answer that they are wrong.
The listener will be mentally busy sorting the comeback and supporting evidence, and cannot hear any of your expert advice. Someone "you're right" will have them on the edge of their chair waiting for their next comment. It is easy to make your argument what you know to be the truth. With a brief pause after two words of your spell, continue " and there are many people who feel the same way.
Through years of experience, I have found that in reality (put the truth here based on your expertise) etc. "And you give them an opportunity to accept their slant on the subject without challenging their opinion. Does it work. For those concerned about morality, the phrase "You are right!" Just an acknowledgment that they have a point of view, and that is valid because of how they feel. In summary, a professional image includes a wide range of materials to make a positive first impression. Consider your prospect's feelings and what they will benefit from your product or service, and you will do well to convert the first introduction into a sale.
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