First Impression

Today's Marketing Cookie offers an important word of caution. From childhood, we encounter a diverse array of people—at school, in the neighborhood, at church, and in various community groups. As we age, start working, driving, and attending college, our circle expands further. We meet people who are nice, wild, mean, artistic, ill, and more. Eventually, we begin to notice that new acquaintances remind us of others we've met, and we may categorize them based on past experiences.

In the first twenty years of life, we are busy meeting new people. In the following decades, we encounter fewer new "types of people" and start to categorize new acquaintances based on earlier interactions. By the time we reach forty, we realize that people are more complex than the superficial profiles we created. Although new individuals might initially remind us of others, a deeper look often reveals unique and unexpected qualities. I've learned that people are wonderfully unique, and although it's easier to profile, I now try not to group people as "types" but rather remember them by what they say about themselves. This approach has led me to rediscover individuals I had previously misjudged based on a first impression.

As marketers, we often create profiles for our prospects based on life stages or job roles. For instance, sending direct mail to new mothers with a baby image may resonate well. However, even with attempts to personalize, such messages can feel one-dimensional. As companies engage with customers on social media, we find that audiences seek deeper, more individualized interactions. People want to be recognized as unique individuals, not just part of a target audience.

Let's challenge ourselves to look beyond initial impressions and deeply understand the unique stories and needs of each individual, enhancing our strategies and enriching our professional relationships.