The Word Wrangler

It’s a cliché, but the saying that you never get a second chance to make a first impression is true. Sure, you might score some points on your second or third impression, but that first impression always sticks out as the one people remember.

So, in a society obsessed with the aesthetic, your business must focus on making a good first impression on potential customers. The easiest way to do it is by having professional looking marketing materials. Notice I didn’t say expensive, but rather professional looking. You can achieve quality without spending a lot of money. It’s all about where your priorities lie.

Here’s a good example: I saw this flyer for a supposed upscale resort that’s inviting people to an all you can eat fish special. Now I understand that it’s just a cheap flyer meant to give people basic information about the special. It doesn’t need to be fancy, and it doesn’t require full color printing with die-cuts.

But take a look at the ad and tell me what your first impression of this place is. I scanned it exactly as I found it, mistakes and all.

I’ve never been to this place, but my initial impression is that it’s a dive - a greasy spoon where my fish might fall on the floor and be put back on the bun without even being wiped off. Or maybe fecal matter ends up in the batter because the employees didn’t wash their hands after using the bathroom. (Okay, that’s a little over the top, but you get my point).

The bottom line is to make an effort to put your best foot forward even if it’s just a cheap flyer. You never know who’s going to be taking a look at your business for the first time, and what they’re going to end up thinking about it.