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First impressions count

Like It Or Not, First Impressions Count

Short attention span…

Like it or not, first impressions count

As a society, our attention span is getting shorter and shorter. Mastering Twitter is an art form, because you need to be able to convey a complete thought in 140 characters or less. Google Adwords is even shorter.  You need to be able to clearly communicate an offer, give an inventive to click through and pay it off in an even shorter space. So take this in to consideration when you deal with your customers. First impressions count.

Our brains are accustomed to filling in the blanks at record speed. We try and complete as much of a profile as possible when we meet new people and when we experience new brands. Take for example Facebook. Scour through a random selection of listings. It’s probably very easy to categorize people by the image that they’ve selected as their profile image. It’s pretty easy to figure out who is an aspiring photographer, a drunken sports fan, or just a flat out lush.

We make decisions about brands all the time. In fact, that’s what a well-crafted brand is supposed to do. It might be easy to gloss over the details thinking that they’re inconsequential. But just like those Facebook profiles, customers are “filling in the blanks” about the kind of company that you are.

So needless to say, it’s important to give a damn about the details. Websites are often the first experience that a potential customer has with a brand. Nobody will care about your website unless you do. That means that it is crucial to think long and hard about how you want to be perceived as a company. It’s important to get it right from the get go.

As a business, it is important to really understand why you started that business in the first place. You probably needed to convince your loved ones about the rational thought behind quitting your perfectly stable job to venture out into the unknown. And this explanation is going to come in handy to give to your customers. Why are you in business, and what’s in it for me? The companies that truly excel are the ones that understand what they’re doing and why they’re doing it.

Get this right from the start, get it ingrained into every facet of the company, and clearly communicate the reason for your existence on your website (and every other piece of communications that your company has), and you’ll have an advantage over countless other companies out there that haven’t figured out the details.

David Garrard is the resident Agent Provocateur (and Managing Director) for Atlanta-based creative consultancy Un_Standard, a creative consultancy specializing in Branding and Marketing for small businesses and entrepreneurs. David Garrard is part Creative Director, part Strategic Planner, part Brand Strategist and part Marketing Director all rolled into one. View my Google+ Profile