If you want to dominate your competition in 2024, there’s one thing you need to get right.
Amidst a sea of entrepreneurs, you’re competing for the same customers, so you need to stand out from the crowd...
... it starts with your first impression.
It doesn’t matter if you’re a plumber, real estate agent, cafe barista, or dog trainer. This applies to every industry.
And 93% of businesses don’t get this right, yet it’s the most obvious and easiest thing to fix.
How To Set Yourself Apart From Your Competition
Over 5 years ago, I worked for a large financial services company. Every year, thousands of candidates would apply for graduate roles. Students on the verge of finishing their degree, trying to land a job straight out of uni.
I vividly remember one year when two young men were shortlisted for a final interview with the decision-maker - The Boss.
The first guy was the brightest mind on paper and had aced every exam at uni - let’s call him Mr. Ace.
The second guy was clever, although his marks were only just above average - let’s call him Mr. Bravo.
I thought it was a no-brainer. Mr. Ace is surely going to get the job.
Shockingly, it was Mr. Bravo. But how?
First Impressions Last.
I sat down with The Boss. Before I had a chance to speak, he said to me, “I want Mr. Bravo on our team.”
“What about Mr. Ace? He was by far the strongest candidate.”
The Boss went on to explain. “No, not a good fit."
“What do you mean?” I asked.
“Well, I couldn’t get a word in. He just went on and on about himself, right from the start. I wasn’t impressed, and I zoned out.”
The Boss described Mr. Bravo. “He walked in looking professional, firm handshake, and he started off the interview by asking about the latest client we had just landed.”
“He got my attention, and he came up with the goods from there.”
You’re probably thinking, What does this have to do with your business? I’ll tell you.
If you don’t get your customer’s attention IMMEDIATELY, you’ve lost it forever.
Even if you have the best product, are the most qualified, or are the most skilled at your service, if you can’t grab attention immediately… your customer will move on to your competition.
So How Do You Get Your Customer's Attention Immediately?
Most businesses throw money away because they fail to grab attention.
And today, getting people’s attention is tough. With the rise of TikTok, people’s attention spans have been reduced to a fraction of a second.
What you need to realise is that your customer already has a conversation going on in their head.
You need to enter this conversation with your first impression. The headline.
The most common mistake I see in businesses, whether it’s an ad, website, letter, whatever it is, their first impression is all about who they are and what they stand for.
Right from the start, they’re gone. Finished.
It’s like a life coach ad I was asked to look at. The headline was “Meet John, our head life coach.”
Now John had a tonne of credentials and experience, but the ad wasn’t converting any customers. And as you went through the ad, it was there!
“Get rid of stress, take back your time, and live a life of freedom.”
A perfect headline.
If you were someone looking for a life coach, can you see how this would get attention?
A simple test.
Here’s a thought experiment to help you pick a good headline.
If you only ran the headline of an ad followed by a call-to-action, would the customer be compelled to respond?
If the headline is good, they just might!
A good headline captures your attention immediately because it addresses you directly.
It passes the “what do I care?” test. Nothing else matters unless you pass this test first.
And this is exactly why Mr. Ace didn’t land the job, even if he was the perfect candidate.
Give it a try. I guarantee that any marketing that passes this test will improve your sales. And if you need help with this, you can always ask us.
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