The Marketing 24-7 Podcast

When a person goes for a job interview or when they are introduced to someone for the first time, the impression that is known as "first impression" is critical in determining how things will go.

In fact, research says that the first 40 seconds is what can make or break a job interview.

And this: In a jury trial, the first impression of the defendant is 40% as important as all further impressions put together.

"First impression is a lasting impression" - Oscar Wilde.

We have all heard it said that if you give off a positive first impression, then people will see you in a better light and your life would be made easier for having done so.

And this: when a person falls in love, they may say that it is love at first sight.

So let's look into this thing called "first impression" and see if we can find out why it lasts. Just how does one make a good first impression? What is the magic in making a good (or bad) first impression? And what is all of this got to do with marketing and your business.

Well this, you either hook or lose a prospect with your marketing piece, not when they read it, but when they first look at it.

Now, of course this rule is not 100% accurate. Sometimes a person will read your piece, see it again sometime later and be hooked. Sometimes they hook themselves by reading through.

But most of the time that is not what happens. Most of the time when they get your email, or if they are sitting in front of someone pitching them with all their might, its this first impression that sets the tone for everything.

So, what does this mean when it comes to creating marketing? Since you only get one first impression, then ensure that your marketing piece has a powerful message in it and this will usually be the case when all emphasis is on the hook.

The good news for marketers is that most people tend to miss detail when they are looking at something for the first time. They tend to see "the forest" rather than “the trees".

This is why you will read a piece once, and if you like the “forest” you will decide whether you will read it again. Then as you reread it and get more out of it you are now seeing "trees" instead of "forest".

So, if this is true, then how can marketers use this? Again, your first impression must be powerful enough to keep the person hooked. So that when they consider it again, then there is a good chance that you will have another opportunity to hook them when they read it or hear it for a second time.

Just remember this: "First impressions last".

And don't forget this: If you fail to leave a powerful impression on someone at first meeting, the best ad copy in the world will not help you.

Have you ever watched professional poker players, constantly looking at their opponents eyes when they draw a card? What they are looking for is a specific micro-expression that can indicate whether the player has just drawn something good or if they have just drawn something bad.

This is because the eyes, like all other parts of the body, do not lie and will give away any secret or "tell" like behaviour before it happens. Poker players try to pick up on this nonverbal behaviour and try to make use of it themselves.

Well, I have a theory about all of this. What I believe is that most (or many) of our decisions about how we like or dislike something are not made in 40 seconds, or the first 4 or 40 minutes but rather in the first fraction of a second that we see something new.

And, I further believe that we unconsciously spend the rest of our so-called decision making time not really making a decision after all, but instead searching for justification for the decision we have already made.

And, that's why it is so difficult to get people to see your product, service or idea from a fresh perspective.

The mind remembers things that are associated with strong emotions - it will forever remember the "first time". Think about the intensity of emotion you experience when you first fall in love. And then think about how powerful that can be 10 years down the road.

I think that if you can get your prospect to get an instant lift out of your marketing, you'll be several steps ahead of the game.

Remember: The mind remembers things that are associated with strong emotions - it will forever remember the "first time". Get a lift or get lost!

This is why I say: "Every Marketing Piece Has to be fresh, has to be unique and has to have a Hook In It"

Until next time..

These mistakes have cost many sales people many clients, so it would be a good idea to check these errors out and assess whether you commit them as well.

1. Failing to stay front of mind with your prospects

It is imperative for you to be present in the minds of your prospects. By failing to do so both outside and inside of your existing accounts will dramatically dry up your pipeline.

1. Failing to focus on results

A common mistake that sales people make is focusing on the process instead of the results; an error that is largely a waste of time. What happens is that the sales person ends up delivering an ineffective pitch when they should have been focusing on bottom-line results.

1. Failing to stand out

Many sales people have inadvertently stuck themselves into ‘me-too’ thinking. This thinking restricts them from being creative and innovative. They fall into the trap of being the same as everyone else in the pack, thus losing out on the opportunity to differentiate themselves.

1. Failing to listen

This is the classic mistake that sales professionals make. Most of us have the habit of simply hearing our clients without listening to them. Others have the habit of interrupting what their prospects say, overwhelming them with an endless stream of words and delivering off-target solutions.

1. Failing to anticipate.

This is a mistake that happens when a salesperson fails to use foresight. Foreseeing potential problems and anticipating solutions will have prevented problems from occurring and the subsequent loss of the sale.

If, you are wondering whether you make any of these mistakes, ask yourself the following:

- Have you noticed your prospects driving hard on your price lately?

- Do your customers patronize the products and services of your competitors instead of your brand? - Have you found yourself redoing or revising proposals for your prospects?

- Have any of your prospects rescheduled important meetings with you?

- Do your prospects submit last-minute requests for proposals?

- Have you experienced missing out on additional requests for customers?

- Think of your last four quotas. Have you ever missed at least two of your sales forecasts?

- Do you feel that your prospects are satisfied with what you propose to them or do you find them still looking for better solutions than the ones you have presented?

- Are your prospects failing to keep you posted on their plans?

- Are your prospects frustrated with errors on your part?

If you have answered a ‘yes’ to any of these questions, then you have a problem that you need to address. Work on resolving these issues and strive not to commit them again. By doing just that, you will experience increased sales success.

Creating an offer is different from just selling a product. I often hear “But I only have one thing to sell”.

Do you know that there can be a hidden business inside your business?

A coffee shop mainly sells coffee but they can also display artworks on their walls for sale. I think you get the idea.

Why should this be considered? No one ever gets rich by selling only one product.

Figure out what else can you sell by listening to this podcast.

This episode is about starting to do things differently.

I was talking about podcasts with my wife over breakfast and she said something that struck a chord. She said that she gets annoyed by the jingles played upfront in most of the podcasts she listens to.

Whoops! That's exactly what I have in my Marketing 24-7 Podcast. Should I continue them?

I recently wrote an E-book called 7 Trigger Marketing Guide to Fast Money and Entrepreneurial Success. Specifically, trigger number 2 is called defy industry norms. Ironically this is a perfect example of where I hadn’t challenged an industry norm.

Take a listen to the latest podcast episode to find out more.

In this week’s episode, we are going to talk about two types of questions that will enable your customers to think and self-reflect. Those two questions are the Discovery questions and Provoking questions.

In sales calls or marketing presentations your goal is to make your customers have their “aha moments” and to do that you have to ask effective questions.

Get to know what these two types of questions are and their differences.

Listen to this podcast and improve your results by improving the quality of your questions.

In this podcast, I am going to ask you one simple question. How do know if you are going to be successful in business?

There’s a very easy way to tell if you’re going to be successful as an entrepreneur. The people who are typically NOT successful are people who just want to make money.

Now, if you think crap if that’s the case I’m doomed, don’t worry—you can change your focus and become successful. Are you ready?

To learn more, listen to this podcast.  Get to know why Apple is more successful compared to its competitors and how you can be successful too.

This podcast is about a desperate phone call I received from a potential client!

He had already gone through the process of starting a business. I could tell that the business was slow because he was somewhat desperate in his approaches to try to get new clients. I talked to him about the situation and gave him possible ideas to get more clients.

It hit me like a ton of bricks when he said he had spent four years to get his degree and four years more of commercial practice, but nobody talked to him about how to get clients, not until now.

It is the biggest problem with our education system that plagues new entrepreneurs in just about any market. They don't spend even 10 minutes explaining how to market the skills they have learnt.

In this podcast I outline the key triggers that successful businesses use to get more clients.

Timing and luck in business, yes, it is a thing!

I received an email from someone who has been watching me for a long time. He said that many people look at me as lucky.

Well, the lucky issue by itself is that every overnight success has a long history. My clients and I might appear to be lucky because this is one market we specialise in trying to get to, and that is a long evolving demographic process. We try our absolute best to exercise control over timing. You don't use timing as an excuse, but you do pay attention to it as an opportunity.

That is maybe the most significant difference between fast money entrepreneurs and successful business people versus those who don't. Over 25 years, my primary role has been to identify key triggers. It has made my clients more successful and opened up opportunities to make my clients successful.

Learn more about it by visiting my website Petergianoli.com/fast-money.

And of course, listening to the podcast.

This podcast is about the Guy Sebastian controversy, and why I believe he has made a faux pas on withdrawing his support of the #VaxTheNation Campaign.

COVID lockdowns have obviously crippled Australia's entertainment industry. So they launched a #VaxTheNation campaign urging Aussies to get vaccinated so live entertainment can return. 

Australian musos, including Guy Sebastian and many others, got on board. They joined forces with major record labels, ticketing agencies and festival organisers.

For some bizarre reason, Guy Sebastion withdrew his support of the #VaxTheNation campaign.

This controversy isn't really about vaccination. It is about having an opinion, a stance, being authentic and genuine. There are many things you can learn from this and get to know how you attract and bond in a crowded marketplace using the Credo Technique.

Recently I received an email complaint from one of my client's avatars. 

The email says, "Peter, your continuous autoresponders are driving us mad. An occasional one is wonderful! A deluge, No, thanks. Signed off." 

It is essential to recognise what our clients or potential clients think, feel, fear, aspire to, their shortfalls, and strengths are. I urge people in marketing to be mindful of their client's avatars every time they communicate with them.

Here are my thoughts about this. Learn more about the reason for my podcast and what you can take out of it.

I also learned something from this. “I am not perfect, but I am perfect for you”. A quote from Grace Jones.