First Moment of Truth (FMOT): What does it Mean and How to Use It
Featured image: The First Moment of Truth in Marketing FMOT

First Moment of Truth (FMOT): What does it Mean and How to Use It

When it comes to marketing, the first moment of truth (FMOT) is one of the most important things to focus on. This is the moment when a customer first interacts with your product or service.

If you can make a good impression here, you’re more likely to convert that customer into a buyer. In this article, we’ll discuss what FMOT means and how brands can use it to their advantage.

FMOT definition

FMOT is the first time a customer comes in contact with a product or service. It’s called the first moment of truth.

P&G coined the term “First Moment of Truth” in 2005. Initially, they described FMOT as the first 3 to 5 seconds when a shopper notices a product in a retail environment. But FMOT can include any first interaction such as a TV ad, mention on a radio station, Youtube video, magazine appearance, email newsletter or a top-of-the-funnel online flipbook newsletter, or banner ad.

The FMOT will influence the buying decisions consumers make about a product. Therefore, it is essential for businesses that their FMOT represents the quality of their product or service.

Where can FMOT happen?

The FMOT can happen both online and offline, and it is important for businesses to understand how to optimize both channels. Online, the FMOT happens on a brand’s website or social media platforms. Offline, it can happen in brick-and-mortar stores, at events, or even through word-of-mouth marketing.

First moment of truth FMOT channels
Image source: Retail Return

Here are some concrete examples of FMOT:

  • A customer looks at your window-shop display
  • A consumer tries your brand’s cheese samples in a superstore
  • A person finds your hotel booking website through a Google search
  • A spa hands out a packages brochure
  • An internet company rep shares their plans with a customer

As you can see, there are some FMOT channels you can control, while others you can’t. If you want favorable first moments of truth, focus on the quality of your product.

How brands can use FMOT

A marketer’s job is to make sure that the FMOT is positive and memorable. This is even more important when you consider that 81% of customers have already made up their minds before entering a store.

There are several ways to do this:

  • offer high-quality products
  • provide excellent customer service
  • create attractive and informative packaging
  • advertise on channels where your customers spend time
  • Add testimonials and ratings on your websites to build trust

By taking care of the FMOT, marketers can increase their chances of a positive purchase decision.

SMOT in social media

In the age of social media, the FMOT can happen anywhere, anytime. That’s why it’s so important to make sure your business is putting its best foot forward at all times.

Keep a few things in mind when it comes to the FMOT and social media.

First, make sure your branding is consistent across all platforms. This means using the same logos, colors, and aesthetics on everything from your website to your Twitter profile.

Second, be sure to keep your content fresh and engaging. No one wants to see the same old thing day after day, so mix things up and keep things interesting.

Lastly, don’t forget to interact with your customers and followers. Social media is all about building relationships. So make sure you’re responsive to comments, questions, and concerns.


There are other moments of truth as well. Using these in combination with FMOT, you can prepare for each step of your buyer’s journey.

illustration showing four types of truth in marketing. ZMOT, FMOT, SMOT and TMOT
Source: LinkedIn

ZMOT (Zero Moment of Truth)

The Zero Moment of Truth has become increasingly important for businesses. This is the moment when consumers become aware of a product or service and begin to research it.

They may have a specific need or want that they are trying to fulfill. And they will use the internet and other sources to find out more about their options.

This research process can be critical for businesses. It can influence whether a consumer decides to make a purchase. In a Google study, 84% of the shoppers said that ZMOT shapes their buying decisions.

As such, it is essential for businesses to be visible during the Zero Moment of Truth. They need to provide accurate and relevant information to consumers. By doing so, they can maximize their chances of making a sale.

SMOT (Second Moment of Truth)

The second moment of truth (SMOT) follows FMOT. It’s when a consumer tries and uses a product, and then decides whether to buy it again.

This specific moment can make or break a product in the market. As it’s the first time users get to experience the benefits or drawbacks of what they’ve purchased.

A delightful and memorable experience will result in positive reviews and repeat customers. While a negative experience will likely do the opposite.

Businesses must ensure that their products deliver on their promises to have a favorable SMOT. They should also master the art of soliciting in-product feedback from customers in different forms to understand their genuine response to their product.

TMOT (Third Moment of Truth)

The third moment of truth is where the product experience produces an emotion that leads to a conversation about the brand. This could be anything from curiosity and passion to anger.

It’s the moment when people are most likely to form an opinion about the brand and share it with others. For a brand to succeed, it needs to create a positive emotion that will lead to customer satisfaction and word-of-mouth marketing.

There are a few key things that brands can do to ensure a positive third moment of truth.

First, they need to design products that are easy to use and deliver a great user experience.

Second, they need to provide excellent customer service and be available to answer any questions or concerns.

Finally, they need to create compelling content that tells a story and connects with people on an emotional level.

Your moment of truth

The first moment of truth is a critical juncture for any marketer. It’s the time when your potential customer becomes interested in what you have to offer and starts considering making a purchase.

Create effective ads, emails, solo ads, landing pages, or products. Use them to capture attention and provide information customers need at that moment. Then you’re well on your way to driving more sales.

Of course, it takes more than one great marketing effort to seal the deal. But getting the first moment of truth right is important if you want to increase conversions and boost your bottom line.

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