Monday, October 23, 2017

October - Green Sales Sheet

Nobody counts the number of ads you run; they just remember the impression you make. — William Bernbach, American advertising executive

As unlikely as it may seem, research shows that a first impression is made within the first three seconds. That initial impression is confirmed or changed within the next fifteen seconds of a conversation.

There are a lot of factors you should consider in order to make a million dollar first impression. Facial expression, posture, dress, tone of voice, and handshake are significant factors in creating that impression.

I can’t resist relating one of the worst first impressions I’ve ever witnessed. I was running a community newspaper serving a small beach community. I had an appointment with a job applicant for a sales position. Fifteen minutes after the appointed time, the receptionist buzzed me and said, "You’re nine o’clock is here." I detected a strained hysteria in her voice.

The applicant entered my office with a parrot on his shoulder. He was barefoot and had a long red beard down to his waist and was eating an apple which he was sharing with the parrot.

The first words out of my mouth were "Who put you up to this?"

He looked at me blankly and said, "What are you talking about?"

I explained, "I can’t imagine you representing our newspaper to the business community." To which he responded, "Well I’ve done a lot of selling."

I asked him what kind of selling had he done, and he said, "Tending bar and that’s selling, man."

As you can imagine, it was a short interview.

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