July 5, 2018
To make a positive first impression with your business, your brand must do two things well right from the start.
Amy Cuddy, a Harvard Business professor spent 15+ years studying the topic. Her findings are discussed in the book Storybrand by Donald Miller, my latest pickup from the local library.
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In the book, she breaks down how to establish both trust and respect in your business branding thereby making a remarkable first impression.
The key to building trust in your brand is to express empathy for your clients.
This is why strategic, conversion copywriting is so valuable to your business. Yes, visuals capture attention however copywriting is where you can express empathy and understanding.
So how exactly do you do that? Here are a few sentence starters to get you going:
Someone will trust your brand if you can communicate that you’ve struggled as they have. You need to define someone’s problem and communicate it better than they can. This goes a long way in building a relationship with your audience.
Respect for your brand is established when you demonstrate your authority in your field in a relatable way.
We always have to remember that your brand is there to help and serve your customers. It is not there to be a hero but rather act as a guide, solving their problem by offering them a plan and solution.
So, four ways to establish respect are as follows:
Let’s break down how we can incorporate these things into a visual identity.
Use a curated collection of client testimonials in your brand materials. The trick here is to pick quotes that are brief while still having a great impact. Remember, the point of testimonials is to build a remarkable first impression. We don’t want to post a paragraph rather one or two sentences does the job.
Another tip with testimonials is to sprinkle them all over your website. Don’t compile them all into one page. Maybe feature one on your homepage, another on your services page and a third on a contact or about me page.
Remember, you never know what page a website browser may land on when first visiting your website. Having testimonials on various pages ensures they see how great you are!
Here is an example of a testimonial on my website. It’s probably a little on the long side but I’ve featured the key text that I want my prospective clients to see:
Finally, don’t forget that testimonials are great to share on social media as well! Plus you can tag the person that said all those great things about you.
Customers want to see that you can achieve results so having some statistics on your website proves you can deliver on your promise.
A common place to present statistics on your website is on your about page. Check out how I incorporated some stats on my website in a fun way:
Similarly, I’ve come across more websites where infographics are incorporated for another fun take on statistics.
Finally, don’t forget statistics on any of your sales or services pages. These are facts about what you’ve accomplished and they make a big statement to customers considering your offer. Plus, if you can combine them with a great testimonial that is even better!
Have you and your work garnered any awards? Let people know!
Feature these awards on a section in your About page.
Also, be sure to celebrate these types of occasions on your social media feeds. Let your audience celebrate with you!
In fact, this post popped into my Instagram feed as I was writing this article. I love how Annalisa of Annalisa’s Organic Kitchen features her smiling self and the award she has won.
Finally, showcasing logos of brands you have partnered with can be a great way to establish a strong first impression with customers, particularly if these brands are recognizable to your niche or client base.
If you serve other businesses, showcase the logos of brands you have worked with. For me, I do this with my portfolio features and by sharing these logos on my social media.
Alternatively, if you have been featured in a local publication, blog or any other type of media don’t be shy to share this. We’ve all come across “As Featured In” headlines and they really speak to your authority in your field.
Share your story, sell artfully.