Halo Effect
One good impression colours every judgement that follows.
What it is
A single positive trait, such as an attractive design, a well-known client or a polished first email, raises how people rate everything else about you. The reverse holds too: a typo in the first line lowers the perceived quality of the whole proposal.
The research
Participants who saw a lecturer behave warmly rated his accent, mannerisms and appearance as appealing; those who saw him behave coldly rated the identical features as irritating.
Nisbett and Wilson, 1977
How to use it
Over-invest in the first screen
The hero, the first email and the proposal cover page carry the halo for everything after them.
Lead with the best proof
Your most recognisable client logo goes first. It lends its reputation to the ones that follow.
Put it to work
I use Halo Effect in positioning and messaging. If you want it applied to your own funnel, that is part of my marketing strategy work, usually inside a fractional CMO engagement.
Related
Sources that shaped this entry: growth.design.