Irma Zimmermann from Tell It Media tweeted yesterday:
You never get a 2nd chance to make a 1st impression. Be sure to make your 1st impression count! #brandingtip @TellJuicy
Irma is right and it applies to all elements of communication.
Yesterday I received an email from a contact I don’t really know on a social networking site.
The person runs a photography business.
The the website highlighted the person’s skills as the photographs were quite amazing.
To get the shots she obviously had the trust of the clients as well as the connection.
The website also had a video with the person talking about her work.
You could feel the warmth as she spoke about building relationships with clients.
The email unfortunately broke a lot of common sense rules but the main one was the lack of warmth.
It was cold and as it was form email sent to a number of people I didn’t take it personally when it implied my photo on the site sucked and it was costing my business.
I am not even sure she wrote it as it just seemed so different to the tone of the video and website.
No one is perfect and when marketing your brand it is easy to slip up. However in the rush to communicate forgetting the basics can ruin a potential relationship.
When you are developing your positioning one of the key elements is your brand’s personality.
If it is to be warm and empathetic then it needs to be consistent across all mediums and formats. Whether it is via visuals or just as text in emails the personality and tone has to come through every time.
Otherwise you can risk confusing customers and alienating them.
One of the features of today’s world is the time constraints our customers have. Every message or offering is being considered as whether it is worth their time.
Remove any complexity in the building of relationships. Simplify their decision process by providing consistency in communication.
The idea of giving a second chance is not an option for today’s busy customer.
Would love to hear your thoughts on this especially those of you who have the expertise in the communications area.
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