34 Seconds to Success
In the first 34 seconds of a crisis-related presentation, perception rules and builds the level of brand and communication success. Even when you have great content, at that moment when a CEO or spokesperson steps in front of the mike to explain what happened and what will follow, media professionals and audience alike size up and form lasting beliefs. Is the person credible? Believable? Trustworthy? Even likable?
These are the questions that swirl in the minds of observers, and the answers often solidify in those crucial first moments.
A strong first presentation (coupled and supported with relevant content) establishes the platform upon which people can buy in and embrace, or become skeptical. From the perception aspect, it’s an unfair process, but a common one.
The same sizing-up process occurs when we meet someone for the first time.
A lasting result
In both the first few seconds of a crisis presentation or when meeting a person for the first time, we form a lasting first impression. That impression will exist until an overwhelming amount of information or experience leads us to believe otherwise.
The critical point? The process occurs dramatically and a lightning speed – in most cases, there are 34 seconds to success – or suboptimization.
In those first few seconds of a presentation or meeting someone for the first time, you or your company are going to be memorable, one way or the other. Indeed, the saying “You only get one chance to make a first impression – good or bad” is true.
So it pays to be positively memorable, as that first impression will always make up a substantial portion of brand perceptions moving forward. So, how to be positively memorable? That requires preparation and awareness, including relevant, strategic content.
On the subjective side, what happens in those first few first seconds of appearing on stage – whether in an intense public setting or a simple introduction?
All of our senses come into play. Within seconds, a brand emerges, is enhanced, or can be fractured.
How it works
Here are a few of the standards by which perceptions are formed: How do we make the other person feel? What do we look like? What signals – verbal and non-verbal – do we send? What is our body language like? Did we make eye contact? Or look away or down to the ground?
During the first few seconds (and especially when a lot is riding on the line), critical parts of our brains are in high gear, even if we’re not aware of it. We mentally catalog and index all of these perceived elements – true, partially true or false – and then pack them firmly into one memorable collective first impression.
After the presentation or experience is over, we’ve already formed a lasting impression that will govern much of how we perceive and interact with the company, situation or person. We walk away with new governing perceptions like: “Well, that situation seems to be in good hands.” Or “this company/person is in deep trouble.” Or “I’d need to get to know that person better. Or “Glad that didn’t last long.”
Later, when we’re asked: “What did you think of [name],” we will likely have a definite opinion, accurate or not, and we will likely serve up that opinion, accurate or not. Word of mouth is possibly the most powerful form of marketing, which means these kinds of impressions are critical.
How did you make them feel?
Now, throw in one more variable: regarding any experience with another human being, people will probably not remember exactly what you said on any given occasion, but they will generally always remember how you made them feel.
Being appropriately aware of the importance of first contact and presenting oneself accordingly is a great way to start to maximize first impressions. Here are a few considerations to maximize first impressions:
Non-verbal language. Have you ever considered that you can “smile” with your eyes? We reinforce our language with non-verbal communication, and it must be congruent if we are to be credible. Eye contact and accompanying facial expressions can be described as mocking, piercing, soft, steely, understanding, happy or smiling. If we’re not interested in a person, our eyes and body will telegraph that non-interest, even if we say otherwise.
An appropriate mindset. Sincerity and humility are great tools to maximize first impressions. If you grid up your mental energy to actually pay attention to the person you’re meeting for the first time and decide in advance that you may actually like this person (without pre-judging), your eyes and your body will talk louder than your voice. Direct and friendly eye contact conveys confidence and acceptance. Full attention builds credibility and releases tension.
Authenticity. People often prioritize non-verbal cues over verbal ones when there is a disconnect. Thus, it’s not about putting on a mask, but about being who you are – your authentic self. Authenticity always wins. In crisis situations, demonstrate how your company is truly addressing the issue and recognizing its impact on others, rather than focusing solely on self-preservation.
To be successful in building memorable positive first impressions, the company or brand (or you) has to ring true. Accordingly, aim to be the best version of yourself, showing genuine interest in others. In crisis situations, demonstrate confident humility and a sincere commitment to resolving the issue.
And don’t forget how language literally determines reality in many profound ways (for a 14-minute, thought-provoking summary, check out cognitive scientist Lera Boroditsky’s insightful TED talk)
Through preparation and awareness (and being master of great content), you can effectively establish a strong, positive impression in those crucial first 34 seconds.
Want to learn more? Contact us today.
By Michael Snyder, Managing Principal, MEK