All Marketers Are Liars 69-74

71 In Malcolm Gladwell’s brilliant book, Blink, he proves conclusively that humans make decisions on almost no data—and then stick with those decisions regardless of information that might prove them wrong.

72 In order to survive the onslaught of choices, consumers make snap judgments.

73 The problem with that analysis is this 99 percent of the time, the first impression is really no impression.

The reason authenticity matters is that we don’t know which inputs the consumer will use to invent the story he tells himself.

74
1) Snap judgments are incredibly powerful.
2) Humans do everything they can to support those initial judgments.
3) They happen whether you want your prospects to make a quick judgment or not.
4) One of the ways people support snap judgments is by telling other people.
5) You never know which input is going to generate the first impression that matters.
6) Authentic organizations and people are far more likely to discover that the story they wish to tell is heard and believed and repeated.

It’s every point of contact that matters.

On the other hand, if you can cover all the possible impressions and allow the consumer to make then into a coherent story, you win.