Would you turn up to work in your pyjamas?
You only get one chance to make a first impression in business. That applies to your:
- website
- email copy
- marketing materials
- presentation skills and so on.
I was reminded of the importance of first impressions last night when attending a parents evening at a senior high school in Danderyd. Mr Teen started senior high school there this week.
Now the building looked great, the facilities were splendid. But the 75 minute presentation we were subjected to left me concerned about Mr Teen’s choice of senior high school.
The pleasant-enough principal took great pleasure in introducing a local policeman on to stage to talk about the dangers of alcohol and bullying; a university researcher to talk about the dangers of drugs; and a handful of the school’s care team to talk about health and well-being and academic support.
Now don’t get me wrong. I’m delighted that the school puts student welfare high on its agenda. The trouble is, no one said anything about academic excellence or showed me that this was a school that put academics high on the agenda.
I left the evening very dismayed that I hadn’t be told how, say, the school seeks to equip students for university studies. Or has formed ties with local research institutes to stretch the kids academically. There was a brief mention that 96% of the staff were qualified teachers; but I didn’t get to judge their ability, skills or enthusiasm for myself as they remained hidden away.
What are You Communicating?
As far as Mr Teen’s school is concerned, they seem committed to providing a safe and supportive learning environment. Fair enough. You can bet, however, that a good proportion of the parents in the school’s (well-equipped) lecture hall were thinking: “Has the school got what it takes to get my son / daughter where they want to be next? University? ”
Now, I’m sure if I’d asked the principal about the schools academic profile and benefits, he’d have been able to reel a few out for me. But customers can be lazy. Why should I do all the work?
So instead I sat back and watched what the principal was communicating and made judgements and assessments based on what he said; what his (poor) PowerPoint presentation said and didn’t say.
Just like any customer, I passively let him get on with giving me the school’s opening pitch as he sort to win over my support, commitment and trust.
Trouble is, the first thing I did when I got home was ask Mr Teen whether he was happy with his choice?
Does he think they’ve got what it takes to get him where he wants to be?
For the time-being he seems happy, and that’s good.
I, on the other hand, have already got a very negative opinion of the school. I can feel that I’d be happy to support him if he decides to switch school or look at his options elsewhere.
Just on the basis of one presentation.
Consumers Are Picky
I’m aware I’m being very fickle, and I could have completely the wrong impression of this school. Maybe they’re really good and the next three years will be a success for Mr Teen. But maybe I got it right and he just hasn’t seen the lack of academic drive. The lack of academic stimulation. The over-emphasis on molly-coddling teenagers instead of stimulating their intellectual curiosity.
Still, the point I’m getting at here is that as a business you often only get one shot at making the right impression.
That’s why you should never underestimate the power of a sit-down meeting like this (or any of those key moments when you communicate with your audience!).
Think Through Your Communication Strategy
Whether it’s your website copy, an important presentation or an ad campaign, consider what you want to say and what you’re saying by leaving some things out.
Bounce your ideas around with someone else on your team or someone whose opinion you trust. Someone who will really question you.
Although you can’t always get it right, by thinking about things from a communicative perspective you might just make a difference to your customers.
Image:FlickrCC
Related posts:
- What’s Your Communication Strategy?
- Be Ubiquitous, says Steve Rubel
- Preparing for a Live Event with Social Media
- Do You Have an Integrated Communications Strategy?
- Schools on Facebook
Jon Buscall - Communications Consultant
I'm an available-for-hire online communications consultant based out of Stockholm, Sweden.
What I do:- Online Marketing and Communications Strategy
- Speaking
- Teaching
- Training
- Write stuff: articles, blogs, brochures, copywriting, presentations, the works!
Contact me today to set up a free consultation to discuss how I can help your business succeed online.
