There is a lot of information about the personal side of making a good first impression, such as how to dress, a firm handshake, and so on. However, I’d like to focus on what makes the encounter both memorable and shareable with others. Everyone loves a story, especially ones that invoke emotions in the listener. Moreover, the human brain likes to link new information to existing information. Rather than leave that process to the other party, help them make the associations you want.
A good first impression starts with a visual story, something that the customer can see in his mind’s eye and relate to. According to Roy Garn, in his groundbreaking book, “The Magic Power of Emotional Appeal,” the best visual stories tie into four emotional hots spots or trigger points that stimulate the Limbic system of the brain, causing us to involuntary interrupt our preoccupation with something else and pay greater attention to your message.
The first emotional trigger point involves money, either making it or losing it. We are all motivated to engage in stories that deal with money in some way.
The next emotional trigger involves a story that deals with some sort of self-protection or security. We are hardwired to focus on issues of safety whether they concern us physically or financially.
The third trigger involves the idea of some sort of recognition. Our self-talk thrives on ways to achieve some sort of positive recognition.
The fourth trigger involves romance or sex. Here again, we are hardwired to focus on these types of issues for the preservation of the species.
Finally, make sure your stories create the proper images and associations by using similes, metaphors, and analogies to create the proper links in your customer’s recall. Some examples include: “…our backhoe’s bucket looks like and operates like the head and neck of dinosaur” and “our solar company turns sunshine into money.” The visual imagery of your story will stand out in your customer’s mind and make you more memorable, often leading them to share your story with others.
Do you use stories to make a good first impression?
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