“You can’t judge a book by its cover,” yet that’s exactly what people do. Politicians are elected based on appearance it seems. Scores of tests back this claim. (See the link to Scientific American)
“Swiss children as young as five years can predict which candidates are more likely to win French parliamentary elections.”
How? The experimenters showed the children a photograph of each candidate. The children picked the one they thought had won the election. Over and over again, the children were able to pick the winner.
What does this mean to you? Customers are making judgements about your business in the blink of an eye. If your website is better than the next guy’s, you win. If it looks like your nephew built your website in 1997, you lose.
Don’t neglect your marketing materials, or your marketing is over before it begins.
That includes your website, logo, business cards – and YOU. The way you answer the phone. Do you scream at me over speakerphone when I inquire about your services? Do you answer your business calls on a crappy cell phone connection with dogs barking in the background? Do you talk too fast? Too slow?
You only get one chance to make a good impression.
