In the previous post, we reviewed how The Law of Familiarity means you want to be positioned as the safe choice.
One of the requirements of becoming the safe choice is that Familiarity Takes Time.
Familiarity Takes Time - Have you ever heard a great song and decided you simply had to have it? So you rushed out and bought the CD - for this single song!
And you took it home (or downloaded it) and listened to it? Only to think “this sucks”. The one song is good, but the rest of the tracks...
But you continued to listen to it. And soon, you also knew the words to the third track? And then the seventh? Before you know it, you are thinking, “This is a great CD!” And eventually you knew the lyrics to all the tracks. They had become familiar to you.
Initially you liked a single song but did not like the others. But over time, as the songs became familiar to you, you discovered that you like them as well. The Law of Familiarity takes time and as the frequency increases over time, you become comfortable with the thought of listening to the entire CD (message).
The Law of Familiarity works best over time. So keep on putting your brand and your message in front of your target audience.
"The very best marketing comes from observing consumer behavior and inserting your message into their behavior."
With many thanks to Harry Beckwith who has provided me with years of inspiration. Find out more by reading Selling the Invisible and What Clients Love, two of my all time favorites! More on the Law of Familiarity to follow.
If you want to learn how Thrive can help you with The Law of Familiarity and digital marketing programs to grow your business , click the button below and let us know!