When you go on a first date with someone, do you
tell them how wonderful you are and all the great things you can do, then ask
them to marry you? Probably not.
And yet, this is
exactly what the vast majority of startups and small businesses do when it
comes to their marketing materials. Whether it's a brochure, a
landing page, or a video on You Tube, most new business owners feel
compelled to share every last value proposition they can in one breath, then
"seal the deal" at the very end.
But this isn't how a
great date, or a great piece of marketing, actually works. What most
entrepreneurs tend to forget in their rush to make the sale is that the first
shot isn't their only shot. If everything goes well on that first date (with,
for example, the initial brochure) then that customer will likely come
back for a second date (perhaps to your website or your YouTube channel) to
find out more
That's what great
marketing and strategy is all about -- figuring out what exactly you need to
say to make the right first impression in order keep the conversation going.
Talk too much about yourself or say the wrong thing and the date is over.
So first impression
ought to be a commendable one.
