First impressions last

We are what other people see and hear.

• We may want to project good customer service, but if people don't perceive they're getting good customer service - you've failed.
• If people read your words and do not have a clue as to what message you are trying to get across - then you've failed to communicate properly with "your audience". Most people still fail to read their message(s) before they hit the send button. And yes I can be guilty of that one myself.
• If you are distracted - people may perceive you to be rude and standoffish - they don't know you're thinking about a dozen things or what you're going to have for dinner tonight, all they know is that you've just ignored them.
• And the absolute classic - I am currently listening to an audio CD - yes whilst typing this, on how to make an audio CD. The people who have marketed this program - are telling the audience how to make a professional recording - and the message I am hearing is.... do as I say, don't do as I do.... the quality is terrible and I won't be buying their product. Not that I was in the market for buying one you understand (ah the beauty of having a friend who works in the industry and has his own recording studio!!).

If you are using technology, and especially the internet to promote your products and services - take a good and hard look (and listen) to what you can see and hear. Go to a public terminal and try and download the website on an average connection speed. Does it work? Whilst you will always think your own website and written work is awesome, sometimes the reality is a little different - so whilst you are on the research phase of determining what other people see and hear - ask for feedback.

What do people see when they "see" you in person? Are you in shape? Are you overweight? Are your clothes neat and clean? Do they fit with the market you are trying to work in? Whilst ripped jeans and sneakers may work in a studio, you may not be able to be taken seriously in a typical office environment.

How do you sound? Do you listen as well as talk? Hint - listening is as important as talking when you are communicating with someone else. If necessary take your ego out of the equation - if the client wants a pink one, regardless of what the research says, sometimes you have to provide the pink one.

We have one chance to make a good impression, so remember the key point - we are what other people see and hear. And that goes for our business too.