Before you even finish reading this sentence, I’ve bet you’ve already unconsciously decided whether you like me or not (would it help if I told you that you look great in that outfit?)
These unconscious computations mean that, if you’re a person who makes a living by speaking, you’ve got a short window of time to make a difference before the audience decides you’re a snooze. And if you don’t recognize and take advantage of that, you’re going to struggle to position yourself as the expert to potential clients.
You have to hit’em IMMEDIATELY with what makes you amazing. You have to differentiate yourself in the very first breath you take, or they’re automatically going to assume you’re just like everyone else.
If you don’t make an impact in their mind, they sure as hell won’t make an impact in your wallet.