20 Aug 2014

Want to make a good first impression? Make sure you sound right.

It's the way you say it, not what you say, expains MRA Marketing's Creative Head Kate Woodford, as new research has revealed that we make up our minds as to whether someone can be trusted within 500 milliseconds of hearing their voice. 

Julie, our Senior Designer here at MRA, is busy in the boardroom. We’ve bought some lovely frames to showcase our best work and some equally smart shelves for our many awards. The room is looking fabulous and we can’t wait to welcome our next customer to our Wotton HQ.

Making a good first impression is key in business. While Julie’s handiwork, and our directors’ individual charms, are no doubt going to do the job for us in future business meetings, it’s not always that easy when you’re grappling for share of voice in today’s tough marketplaces. And it’s especially difficult in the visual or audio medium – video, TV or radio – because there really are no hiding places.

New research has revealed that we make up our minds as to whether someone can be trusted within 500 milliseconds of hearing their voice*.

My many years of writing DRTV and radio scripts taught me that how you say it is just as important as what you say. We’d always go for Northern or Scottish accents because people found them more honest. If you want someone to believe in your product and service, convincing them of your trustworthiness is key.

So next time you’re sitting in front of the telly, listen to all those smooth voiceovers. They may just be background noise, but a great deal of thought (and research) has gone into getting them just right.

Agree? Disagree? Want help with your marketing? Comment below, subscribe to our blog in the box on the left or contact MRA’s Director Lucia Di Stazio on 01453 521621 or lucia@mra-marketing.com.

*How Do You Say ‘Hello’? Personality Impressions from Brief Novel Voices by Phil McAleer, Alexander Todorov and Pascal Belin.

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