Say you're at a party. One of those Hollywood extravaganzas.
Four hundred people wandering contentedly about a five acre
estate complete with mansion, guest houses, and pools.
Joe, the fellow you're talking with, says, "Here's a guy you
should meet." As you approach, you notice the Gucci shoes and
Armani suit right off.
"Hi, Jeffery," Joe says. As the man turns, Joe continues.
"Want you to meet Bill Cathers."
The handshake is firm. The smile is gracious and it somehow
shows in his eyes. You clearly have his full attention.
Joe has wandered off as you chat. "Have you a card?" Jeffery
asks, offering one of his own.
"Sure," you say as you hand him one, taking his.
As if from nowhere, Jeffery tenders a hundred dollar bill.
"It's yours for ten bucks," he says with a mischievous grin.
You hesitate, more intrigued than skeptical. Then you
fish a ten dollar bill from your wallet and swap it for the
hundred.
"Got it yet?" Jeffery asks with that grin locked in.
You shake your head, grinning back, wondering why you are
doing so.
"I just want to give you a call tomorrow. Deal?"
"Sure," you reply, still grinning, as Jeffery turns away
to speak to another man.
Another Case
It's growing darker by the minute and you're in a part of
town in which you know you shouldn't be. As you hurry down the
sidewalk, an old man lurches into your path. All you notice of
him is the ragged, torn and tattered coat that seems about to
shred and fall to the ground. He smells awful. And his eyes
don't seek yours.
"Ya can have it for a ten spot," he mumbles, extending
a hundred dollar bill.
Without breaking stride you step around the old man and
continue hurriedly down the street.
Okay, Image Is Not Everything.
The old man may have offered a genuine bill. He may only
want a bottle of wine. He may be trying to cut a deal because
no local shopkeeper will take the bill as real.
Jeffery may have stolen the suit and shoes, and be pushing
counterfeit bills. He may only be scratching for enough to get
himself on a plane and out of the state before he's arrested.
Heck, serial killers are often gracious types.
But Image Is Everything Initially
Most anyone would risk ten bucks for a hundred offered by a
fellow in an Armani suit. And most would ignore the same offer
from the old man above. It's just the way things are. There's
no right or wrong about it.
When you approach that office to close the big sale, you want
to be certain you are well groomed and that your clothes are
appropriate. And once inside, you will behave as if your wallet
is stuffed to overflowing with hundred dollar bills. The latter
matters most when the wallet is empty.
Why? Because unless you radiate this image, that fellow
behind the desk is not going to go for your deal, no matter how
good it may in fact be.
Put Your Site Into An Armani Suit And Guccis
This is the image your site must present. A visitor must
capture it all in a glance, even before reading your headline.
The overall visual impact sets the initial bias in your visitor's
mind. If this impact and your headline do not bring immediate
interest, your visitor will be history. He or she will not care
one whit about the great offer you were unable to make.
At least for your website, image is everything. That first
impression matters more than anything else on your site. For if
a visitor does not linger long enough to read your fantastic
offer, you can't make the sale.
About the Author
Bob McElwain
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