Seconds Matter

Since the beginning of time, it’s been known that you only have one opportunity to make a good first impression. The debate is …. how long do you have to make that impression? 

Studies vary, but if you are applying for a job, a story in Psychological Science suggests it’s as little as 1/10 of a second.  Other studies indicate that you have up to 7 seconds.  Regardless of whose opinion you trust, the answer is still …not very long! 

Your advertising message faces the same challenge. What your ads say and how they are delivered in the first few seconds dictates whether your potential customers will tune-in or tune-out to your message. I’m not saying physically change the channel, although that can happen too, but mentally pay attention, or mentally listen to your message 

Reporters and authors have long known that the headline and the first sentence is what dictates whether the reader tunes-in and continues on with the rest of the story, or tunes-out. In an effort to develop the all-important “creative hook” at the top of your ads on websites, many headlines end up with more “creative” than “hook”.  

I recommend you carefully consider the first few seconds of every ad, blog, text, email or post that you create.

Here is a bonus tip.  Often times, you will find the best line of an ad or letter, or the best words/sentence are in the middle.  When you find it, move it to the first line, or use it as the headline. 

And this goes well beyond your advertising messages.  These days I see an increase in complaints about customer service issues.  There are a few reasons behind this. 

First off, we have a shortage of available employees.  Unemployment numbers in the United States statistically say we are at full employment.  In other words, all the good employable people have jobs and in order for a company to get employees, they have to lower their standards.  Maybe.  In some cases they simply need to examine their hiring policies.  

It used to be that being convicted of a felony, any felony, prevented you from employment.  Now companies are amending that restriction to exclude non-violent offenders from being banned for consideration. Most banks will still not hire a convicted bank robber however.

But the other reason for businesses getting low marks on customer service has to do with focus and attention of those in the customer service industry.  Technology has invaded every aspect of our lives that it is common place for everyone under the age of 40 to continually check their phones for messages, even when they are working.  This creates tension when you are having a face to face conversation and they interrupt to reply to a text.

I’m not limiting this to the under 40 crowd either.  I saw it happening when I got my hair cut the other day, and I admit that I’ve been guilty of it too.

Seconds Matter not just in the first impression, but every opportunity to make an impression.  It’s part of your overall marketing. 

By the way, the first part of today’s article on first impressions was included in a new free marketing newsletter that you can subscribe to, Sound ADvice. Just follow the link below or send me a note to Scott@WOWO.com.