They are going to give your business or your ice cream shop or your new app a try.

They know all too well what dodgy looks like.

They smell lack of authenticity like sharks smell blood.

They want a quick reason to exit a store or a conversation. A reason to say, “I tried it and it didn’t work.”

They know when a smile is not genuine and when a hand shake is forced.

They know when the atmosphere resembles the “Meh” emoji and when no thought went into it.

They are creatures of habit and if they venture out into something new, they are not looking past the “work in progress” sign. Or the “please bear with us while we work on ourselves” faces at the new product launch.

If they download your app, they are sensitive if it does not work the way they want it to. And if their fears are fulfilled, then they are out.

If they walk into your new store, they are comparing it with others that have been around for decades, the places they are comfortable going to.

Most people I meet regarding a new product (or vision) say, “I was skeptical at first, but now that you have shown me the map and how it works, I’m in.”

They NEVER tell me, “You had me at hello.” That’s romance, not business.

When I meet people who are working on something grand and progressive, the summary they give might be intriguing, but I’m looking for the holes, and I’m definitely not convinced until I see the way it works.

For most customers [early majority, late majority and laggards] it is not about the potential, it is about the current fireworks.

“If you were not ready, why did you come to me?” They retort.

“If you were still fixing things that are essential to the execution of your business, why did you open?” They say throwing their hands in the air in exasperation.

The THEY I’m talking about is the new generation of customers and they are looking for reasons why they can’t connect and why they don’t feel your vibe.

This might be a little extreme, but in reality, if someone tries it once and it does not ring in their hearts, to get them back again is almost impossible.

There are so many options out there. You have to nail it the first time.

Think of the last time someone tried to win you over…

If your Hello is not the hello they expect and want, you don’t cut it.

“You lost me at hello.”



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