“We remember things by association. Each piece of information is linked to other information in some way or another. The more you know about a particular topic the easier it is to remember or to learn new things about that topic because you have more “hooks” for the new information to hook on.”
In fact, the doctor says that the more vivid the associations, the more we remember. Which leads me a series of small business questions.
What kind of experience are you giving your current and potential clients?
When they think of you, what do they see, feel or remember? How do they associate your business in their mind?
Is it clean and sleek, but cold? It is down-home but a little dirty and kind of sloppy?
Or do they see you as a problem solver? Is it easy to get in, get what they want or need and get out?
We’re creating experiences everyday with our clients.
And these experiences become the “hooks” that they associate with us and our brand. And here’s the kicker: Every mental association with your business isn’t controlled by you. It’s shaped by
- how your team behaves,
- how your product functions,
- how your website looks,
- how easy it is to shop with you or voice a complaint and get a serious and effective response.
And that’s a lot of “stuff” to pay attention to, but that’s business.
It’s easier to get it right the first time, but you can rewrite the hook—so to speak.
Instead of being known for poor service or products, you can upgrade what you offer, like Domino’s Pizza is doing right now. And then update the marketing to share the improvement process.
But you have to keep your word and you have to keep improving. And if you’re consistent, to a new generation you’ll have a fresh reputation. To the original group you can become known as the come-back kid.
If you are giving your current or potential clients the wrong kind of unforgettable experience, what are you going to do about it?
Bad Customer Service Photo via Shutterstock