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Instantly Impressive vs. Consistently Authentic
There are basically two ways to approach marketing…
- Be impressive instantly
- Be consistently authentic
Both methods get you clients. You can imagine which one I endorse…
Let’s start with the method most people think marketing is about.
Instant Impressiveness
This is when you work hard to make a great first impression: awesome logo, amazing website, undeniable testimonials, polished videos, perfect products.
Unfortunately, trying to be instantly impressive will reinforce a “fixed mindset”.
“In a fixed mindset, people believe their basic qualities, like intelligence or talent, are simply fixed traits. They spend their time documenting their intelligence or talent instead of developing them. They also believe that talent alone creates success — without effort.” (from the book “Mindset” by Carol Dweck)
You may succeed in making a perfect first impression, but then you’ll have lots of pressure to keep it up. You’ve set a very high expectation. If that level of impressiveness isn’t natural (authentic) to your way of operating, then chances are you will disappoint your audience, your clients, your business partners, and…
