In all parts of life, first impressions matter. They help us decide who we can trust, what someone is to us and ultimately, whether we respect them. This applies not only to people but to products, businesses and services.
Most people don’t like to believe they would ever judge someone or something by how they look, but without other information, outward appearance is our first and primary resource for building an impression. We need this to then be able to decide what we want to do about them/that. For small businesses, we often judge them based on how they show up visually within their marketing. Because there are only 7 seconds for them to capture our attention and ensure it leaves a lasting positive impression.
However, the critical part of the first look isn’t to create a false connection but rather to create a strong positive, which leads to a long-lasting, trusting relationship. If done right, those key seconds can work wonders in the long run for a business.
Here are a few reasons why first impressions are so important!!
1. The first lasts the longest
It’s scientifically proven that the first thing someone experiences is what they will remember the most, even if other experiences follow. This is called the primacy effect and is a powerful tool to be leveraged in marketing. Though you must be careful because a negative impression can last just as long as a positive one.
2. Momentum that lasts
Like a ball rolling down a hill, once you’ve had a powerful first push, you can gain traction quickly with a relationship. Momentum can also become a powerful driver, so by building on a strong first impression, businesses can build an even greater one over time due to this decisive first one. Additionally, with a favourable first step, any later negative transgressions can be more easily forgiven and moved past by the customer.
3. Build unshakable trust from day one
You never forget your first best friend, and that’s the same with marketing. If you can make it past the line first, you will be remembered for longer, as we discussed, but this also matters due to the busy nature of the marketing sphere. Turning up later than everyone else means it’s harder to stand out against your competitors, and you will always be compared to the first. Ultimately getting in first creates a faith between you and the consumer that is almost impossible to shake.
So how to make a lasting impression with your marketing?
1. Know who you’re trying to impress
Before any kind of marketing can take place, you need to know who you’re targeting with the marketing, so you can tailor that experience for the intended audience and knock it out of the park.
Knowing where they hang out, what they’re reading, and what colours, prints and fonts they like will make a dazzling experience for them. This prep work is never a waste of time and put you ahead of the competition.
2. Succinct branding on your website & social media
With so many places to show up online, it’s essential that no matter where your customers join you as their point of entry, their experience is succinct across your brand.
This ensures all your customers get the same welcome and kicks your relationship off on the right foot. This includes ensuring your website looks clean and stylish, as well as employing the same colours, logos and fonts on all your social media posts, content and even profile pages. A good first impression on social media can make a huge difference between a follower and an avid fan.
3. Standout print materials
Print remains an essential part of any modern marketing campaign (link to blog post) and can be fundamental to forming a positive impression of your company and brand. Just as with online materials, printed materials must remain on brand to ensure a favourable takeaway.
However, as it is a tactile medium, companies have more scope to play with other senses to create an appearance that stands out from the crowd. Whether it’s using contrasting colours or unique printing techniques, i.e. foil-stamping or die-cutting, the goal is to be seen and remembered.
However, it’s essential whatever you do with your marketing, it all must be done to the highest quality possible; otherwise, the lasting impression you leave won’t be the one you were hoping for.
In summary, businesses make a good first impression because it’s the one that will last the longest and drastically affect the profitability of that relationship in the long run. Don’t miss a fantastic opportunity to impress and create a long-lasting relationship.
