In the last installment of The Art of Marketing You blog, I wrote about strengths and weaknesses. Good thing we have an opportunity to improve weaknesses.
Improvements are more readily noticed with things that need the most improvement versus things that are just being fine tuned, our strengths. Unfortunately, the things that are noticed first, are our weaknesses. It’s an integral part of the first impression!
Decisions are made in minutes, based on impressions. Think of how many impulse buys you make versus how many are planned out. I think you’ll find your impulse buys are much greater than you once expected or realized. Like when you go in to get one item at the store and come out with 3. Or you go to a bead show with the intention of buying several chains and you leave with $400 worth of Gary Wilson lapidary pieces and some gold nuggets and …okay..I digress! Yes… a sucker for the impulse buy!
Now think of that impulse buy. You must have made up your mind pretty quickly that you wanted to buy that item. Then you probably spent the majority of the time justifying whether you should buy it. I bet you even ask for outside opinions, only to discard them. The truth is your decision to buy is a result of first impressions.
First impressions are incredibly important and not just cliche. What’s involved in a first impression?
Take a moment to think about how you present yourself. Does your personal look sell your brand? Does your personal look promote your work? Aren’t you the first impression someone has of your work? Think of an artist you love. Don’t you also love the personal version of their brand (dress and overall appearance). It may not be the way you’d dress, but it’s not your brand. I’d take the bet that they look like their work too. They reinforce their brand.
If a customer only knows of your work through advertising, the expectations for first impressions may be higher. They’ve probably conjured up some image of you in their mind. Will you meet it or exceed it? Think of the impact on your brand. Of course, you want to surpass their expectation and blow them away.
How can you accomplish this favorable first impression?
- Smile
- be attentive, complimentary, kind and courteous
- take care of yourself through exercise and sleep
- eat right
- dress like your work
- take some effort with your hair and makeup even if it’s just some blush, mascara or a little lip gloss(except if you are a man 😉
Where do you need the most improvement that could garner you an amazing first impression? Try the SWOT exercise just based on your appearance and how it relates to your brand. I’d love to hear what you come up with and your thoughts.
This is a great article Tonya !!
You are totally right about us being a reflection of what we do and create. It is very important to represent ourselves and promote our work the best we can at all times.
Yes, you if you can’t honor yourself first (through exercise, diet, sleep and presentation) then how can you expect someone to honor your work? An artist is his or her work. It’s important to be the best representative you can of your brand. Artists need to work just a little harder in putting that best foot forward.
I remember seeing Todd Reed at the ACC show in 2008. His booth was elegant and classy. There he was in a crisp cotton shirt, black dress pants, looking fit and groomed to perfection (with his curly cute hair). Now that’s how you sell diamonds and gold. What if he had been there in his ratty jeans and plaid shirt? Would it have honored his work?
You are your brand. You are a business of one.
Thanks, Tonya, for this series on marketing! As a scientist, I certainly didn’t enroll in this subject. I studied art on my own to improve my work; now I need to study marketing to improve my presentation.
Thanks for the reminder. I TRY to do this, but know I’m not always good about it – I guess I could do this in reverse… design my work to match my attire… 😉
Well, I’ve been saying for years that it was time for me to get a haircut by a real hairdresser. I cut my own in the bathroom and it probably looks like it. Maybe a professional do would do the trick. I totally don’t look like my brand.