You known the old saying – “You don’t get a second chance to make a great first impression.” It’s an old saying because it’s true, and in this new, short-attention-span-theatre age we are living in, it is more true than ever.
Attention spans are shorter, people are busier, demands are higher, and as such, if you don’t grab someone’e attention quickly, they likely won’t remember you. That is the sad and true fact of the world we are living in.
People will give, your business, and your brand about, oh, two seconds to impress them, or they have surfed on.
So, how do you do that today? Here is what works:
1. Be unique: How do you stand out in the real, non-virtual, world? You have to have a brand and business that is unique, different, and special – something that sets you apart from the crowd. Are you the friendly lawyer or the painless dentist, or what?
Whatever the answer, that is the same thing you must do and be in the virtual world. You must have a brand that stands out, that is different. Your website, social posts, and all the rest must consistently (and constantly) reflect that unique brand positioning.
2. Have a great name: No, I am not telling you to rename your business (or am I?) but I am telling you that, for a small business especially, having a memorable name can make all the difference. I especially love names that tell you the benefit of the business, such as
- Jiffy Lube
- Baja Fresh
- Quickee Mart
With attention spans bneing so quick, your best bet for getting someone to do a double take nis to have a business name that is memorable because it solves a problem or otherwise gives a solution.
One of the great things about social media is that you can create handles that do this, that are not necessarily the exact name of your business. Why did we name this column “Brainiac Marketing”? Branding my friend, branding.
3. Have a tagline: Even if your business name doesn’t include the benfits, your tagline can. “The low price leader” or “Quality in every can” lets people know exactly what your business is all about. The key, the critical thing, if to use that tagline whenever people see your business name – online and off, on your site, in your store, in your email signature, on your social channels, everywhere.
4. Create a robust e-presence: You know the fact – people find you today online. They Google your name, find your site or LinkedIn page or whatever, and that is where they check you out. So you have to have a great site and social presence. No ifs, ands, or buts about it. Having a robust e-presence is a requirement.
The good news is that if you follow this four-step path, they will find a unique busines with a unique voice and will be far more likely to remember you.