IMAGE IS EVERYTHING - ALMOST

Say you're at a party. One of those Hollywood extravaganzas. Four hundred people wandering contentedly about a five acreestate complete with mansion, guest houses, and pools.Joe, the fellow you're talking with, says, "Here's a guy youshould meet." As you approach, you notice the Gucci shoes andArmani suit right off. "Hi, Jeffery," Joe says. As the man turns, Joe continues. "Want you to meet Bill Cathers." The handshake is firm. The smile is gracious and it somehowshows in his eyes. You clearly have his full attention. Joe has wandered off as you chat. "Have you a card?" Jefferyasks, offering one of his own."Sure," you say as you hand him one, taking his.As if from nowhere, Jeffery tenders a hundred dollar bill. "It's yours for ten bucks," he says with a mischievous grin.You hesitate, more intrigued than skeptical. Then you fish a ten dollar bill from your wallet and swap it for the hundred."Got it yet?" Jeffery asks with that grin locked in.You shake your head, grinning back, wondering why you aredoing so."I just want to give you a call tomorrow. Deal?""Sure," you reply, still grinning, as Jeffery turns away to speak to another man.Another CaseIt's growing darker by the minute and you're in a part oftown in which you know you shouldn't be. As you hurry down thesidewalk, an old man lurches into your path. All you notice ofhim is the ragged, torn and tattered coat that seems about toshred and fall to the ground. He smells awful. And his eyesdon't seek yours. "Ya can have it for a ten spot," he mumbles, extending a hundred dollar bill. Without breaking stride you step around the old man andcontinue hurriedly down the street.Okay, Image Is Not Everything.The old man may have offered a genuine bill. He may onlywant a bottle of wine. He may be trying to cut a deal because no local shopkeeper will take the bill as real.Jeffery may have stolen the suit and shoes, and be pushingcounterfeit bills. He may only be scratching for enough to gethimself on a plane and out of the state before he's arrested. Heck, serial killers are often gracious types.But Image Is Everything InitiallyMost anyone would risk ten bucks for a hundred offered by afellow in an Armani suit. And most would ignore the same offerfrom the old man above. It's just the way things are. There'sno right or wrong about it. When you approach that office to close the big sale, you wantto be certain you are well groomed and that your clothes areappropriate. And once inside, you will behave as if your walletis stuffed to overflowing with hundred dollar bills. The lattermatters most when the wallet is empty.Why? Because unless you radiate this image, that fellowbehind the desk is not going to go for your deal, no matter howgood it may in fact be. Put Your Site Into An Armani Suit And GuccisThis is the image your site must present. A visitor mustcapture it all in a glance, even before reading your headline. The overall visual impact sets the initial bias in your visitor'smind. If this impact and your headline do not bring immediateinterest, your visitor will be history. He or she will not careone whit about the great offer you were unable to make.At least for your website, image *is* everything. That firstimpression matters more than anything else on your site. For ifa visitor does not linger long enough to read your fantasticoffer, you can't make the sale.