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Kevin C. Whelan

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February 14, 2021

First impressions matter

When a new prospect crosses your desk for the first time, you only have one first look at their marketing.

In that first look, you’ll notice things. You’ll see various details that make the company compelling or not.

Conscious or not, these are your first impressions. And first impressions are critical.

If you pay attention, you’ll notice what stands out as good or bad. What makes them credible or not. How unique and interesting their positioning is.

Jot them down. You’ll never have another first impression.

Like it or not, we tend to become blind to things over time. The more we see things, the more we learn to accept them as part of the scenery. Little design flaws, messaging flops, or other nits that add up to the whole.

And yet, those first impressions make a big difference to the effectiveness of a company’s marketing. Those little details add up.

Let’s remember, a high percentage of people will make judgements about whether to buy based on first impressions. You don’t always have a second chance to win people over.

As a marketing consultant, the best thing you could do for your clients is honour your own first impression and write it down.

It will serve you and your clients down the road.

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