Within seconds

Photo by  Guilherme Stecanella  on  Unsplash



One of the best-known sayings in business is, time is money. Business owners tend to say this when referring to the financial value of their time. And rightly so. However, there’s another reason why time is money for you as a business owner. Today, I’ll explain what it is and why it’s critically important to your sales and marketing results.



Let’s go.



Many important decisions your prospective client or customer will make, are well on their way to being made within seconds.



Think about it.




Open an email and within seconds, you’ll decide if it’s important or junk.



Enter any store and within seconds, you’ll get a feel for whether the place is likely to be expensive, bargain basement, successful, quiet, independent, local, national chain, aimed at a certain age-range and so on.



Read the title of an article or newsletter and within seconds, you’ll decide to read it or scroll past it.



Talk with a service provider and within seconds, you’ll start deciding if they’re professional or not.



Read the marketing messages of any company and within seconds, you’ll have a good idea if their product or service is suitable for you.



Return a faulty product to a store, and within seconds you’ll know how helpful or accommodating they’re likely to be.




In the same way that you and I start to form our opinions within seconds, so do your prospects. That’s why you need to create a strong first impression .



Here’s a useful way to get started



Take some time to consider what you want your prospects to feel about your business , in order for them to buy from you or hire you. Universally, you will need prospects to feel they can trust you and regard you as professional. Other feelings will vary depending on your industry, the type of prospects you seek to serve and the way you’ve positioned your business. For some of you that will be exciting, creative, cutting edge and dynamic. For others that will be safe, consistent, secure and established. Or anything in-between.



Then think of all the places where your prospects are likely to encounter you or your business . The places where initial opinions are formed within seconds. For example; on your website, at your premises, on your social media accounts, at a networking group, through an advertisement, on a webinar, at a conference or event, etc. Make a list. Write it down.



At this point you know how you want your prospects to feel, and the places where they’re likely to encounter you.



It’s now time to check out how consistent your business/brand is with those feelings, in those places. Anything that’s inconsistent needs to be removed, or replaced with a consistent alternative. As you go through this process in each of the relevant places, you’ll make it easier and easier for prospects to choose your business. 



And remember, your prospects are already forming their initial impressions of you and your business, regardless. So take control. Help them to feel that you’re exactly what they’re looking for. The best fit. The obvious choice.
Within seconds was written by Jim Connolly and originally published on Jim's Marketing Blog