Customers Do Not Give Second Chances Today

customers do not give second chanceIrma 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.

Second Chance

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.

Do you want to get new customers? If you do, I can help. To see how Click Here.

14 Responses to Customers Do Not Give Second Chances Today

  1. You are absolutely right Susan.

    In a way, the worst mistakes she did was critisizing the photo on the website which, at worst, the receiver of such an email can interpret as her saying they are not attractive. If that happens people will get defensive and most likely react with anger. She will hence never ever get business from them.

    • Hi Catarina,

      I know that wasn’t the intent but that was the perception and it goes to show the importance of checking what and how you communicate with potential customers. I wonder if any of the other recipients reacted badly.

      • Understood that you didn’t since you are not insecure.

        But what she did is a fundamental mistake. You cannot critiize something a company is doing if you want business.

        And take the risk of someone getting offended by stating that their picture could cost them business is even worse. You can turn an insecure person into an enemy.:-)

        At a later stage he company when you know the people in tyou can suggest changes to the website in a subtle way.

        • I agree with you Catarina about a fundamental mistake and you shouldn’t even allow the perception they are doing something wrong. After all no one likes to be told especially by a distant acquaintance that they are doing something wrong.

  2. This is true, no matter what niche you’re in, you don’t get second chances. You have to capture their attention and build a relationship with your potential customer.

  3. For me, second chances is not worth this day… I am also a person who are expecting to much for a kind of thing that I linked into with, the reason why a customer like me are able to choose the best because we want to have a huge satisfaction and on the part of a stuff that offer they must do it seriously and surely…

  4. Hi Susan

    Such a silly mistake to make, not only has she not won you over, but it impacted on you enough to write a post about it.

    Now I know that you haven’t named names…but there’s a hell of a lot of people out there who would…and how much business would that cost her.

    Deciding to buy a business’s services is not made in the split second, its made over time through the relationship that’s been forged.

    • You know I really thought about whether to write about it Jackie and whether I was getting a little thin skinned. But as you pointed out I do not name names as it was a mistake which we could easily make.

      I actually can’t understand why some feel the need to out people and businesses. You know what they say about pots and kettles.

  5. Great advice Susan. It’s always worth making your communications personal (I am always banging on about this). If you go to the trouble of creating great work, videos and copy on your site, the rest of your communications should follow through. I’ve had a similar experience to Paul on Linked In. I also find I’m more inclined to connect with people on there if they sound vaguely human in their email request:-) Thanks for a great post!

    • Hey Denise,

      I am sure your clients appreciate you banging on about it. What you say is so true and gets back to a little bit of using a little common sense. When you think about it is not that difficult.

      Thanks for visiting and sharing your thoughts.

  6. This is damn good advice, Susan. Just yesterday I sent a few LinkedIn requests. I always tweak the form email to make it personal. But I was too tired and busy to bother with these. As they left me, I felt a twinge. That little tug that lets you know you’ve done a not-good thing. So far, only one person has responded. I may just have queered the pitch by not being my true self in these communications. Having read your fine post, I won’t make this mistake again. Best regards, Paul. 🙂

    • Hi Paul,

      I am sure your tweaking makes all the difference 🙂 Know that little tug you mentioned although I bet you get more responding as you are definitely someone they should connect with.

  7. That’s a great quote Susan. A similar quote to that is “Everything you do is either a relationship builder or a relationship destroyer”. It seems to me that she has squandered a valuable opportunity to connect with you. Sometimes, it’s tempting to cut corners to save time or money. Like you, I question if she did in fact write and send that email. I wonder if it’s possible that she outsourced it. Either way, it’s a shame and a lesson that we can all pay attention to.