Your Potential Clients Listen With Their Eyes

When I speak to lawyers about the power of image, they often get resentful and turn the discussion into a moral question: "What should matter," the lawyer says, "is what a good lawyer I am."

I'm afraid I sometimes fail to contain my sarcasm and respond, "Yeah, that's like going into a singles bar and thinking, what should matter is what a good person I am."

There are a million holes in this argument, but let's start with one. Almost no one, apart from another lawyer, is in a position to know and judge how good a lawyer you are. In general, people are not blessed with broad legal knowledge, nor with x-ray vision. When you take the position that you don't need a sophisticated corporate image, or a "slick" brochure, or a "fancy" website, you are irrationally demanding that others simply know how great you are, without your having to go to the trouble to convey your greatness by any visual means.

Malcolm Gladwell brilliantly explored the phenomenon of first impressions and snap judgments in his book Blink. His conclusion: almost everyone makes up their minds about other things (people, companies, products, situations)  in the first 30 seconds, and once they have, it's almost impossible to get them to change that impression.

Women know this better than men, because biologically speaking, men overwhelmingly judge women by their looks. Thus the multi-billion dollar fashion and make-up industries.

NBC's popular "Today" show regularly "ambushes" women outside their studios for a free makeover, a segment that appeals greatly to its female audience.  Some of the results are staggering. (Click on image to enlarge.) Keep in mind, this person is exactly the same inside in both photos. But imagine the reactions to her in both of her incarnations — in her social life, her romantic life, and in the workplace. Imagine you were the employer and each of these "two" women (actually the same woman) presented "themselves" for a job interview. What would be your impression of each? Which would you be more likely to hire?

Want a little more fun? Check out your favorite celebrities without their make-up. These are people of huge talent and gifts and success. How good an actor he/she is should be the most important thing, right?

We think that the overwhelming evidence of our eyes should not be the most important thing in judging others. But it is. You can curse human nature and refuse to participate, or you can accept it and make it work for you.

Comments

[Eric Riess]

Studies show that over 80% of communication is non-verbal.
Everything from whether or not we wear classes, to the clothes we choose and body language, combine to create a first impression which colors everything that follows.

Add to that the prism created by individual experiences which filters voice messages, and you can see why what you thought you communicated and what was understood can often be at odds.

This applies to marketing, interpersonal and managerial communication. Basically, any time two or more people are together.

Eric Riess
Personal Executive coach