Imagine that you’re leaving your
office building at the end of the day and you see a guy grab a woman’s purse
and run down the block. You’re feeling fit and know you can easily catch him
and retrieve the purse, but you’re carrying a heavy briefcase full of
paperwork. There are two people standing beside the entrance there – you don’t
know either, but one person is somewhat familiar because you’ve seen him a
couple of times in the elevator. Which one do you ask to watch your briefcase
so you can catch the thief?
Studies show, and most people would
agree, that the (even slightly) familiar person is the one you’re most likely
to trust with your briefcase. This is an
example of what social scientists refer to as the Familiarity Principle or the Mere
Exposure effect.
People have
a psychological tendency that causes us to prefer an option that we have been exposed
to previously to an option we’ve never encountered, even if the exposure to the
first option was brief.
The reason most people will buy a particular brand when they’re shopping
at the supermarket – especially one they’ve never tried before – is because
it’s familiar. Advertisers, of course, know this very well.
By simply becoming familiar with a
name, a logo, or a brand, people grow to feel more comfortable and trusting. And how does trust and confidence grow out of
that initial familiarity?
Sociologists explain that familiarity deals with an understanding of the
current actions of people or brands,
while trust is about future expectations.
Familiarity and trust complement each other. If you’re familiar with a brand it’s likely
you’ll have reasonable expectations for its reliability.
By making your agency brand
increasingly familiar to both prospects and clients, you’re creating and
strengthening a bond of connection. Familiarity is the ground that leads to confidence
and trust. And trust is really the glue that keeps business relationships
strong.
You’re probably acquainted with the
idea that you need to “touch” prospects six or seven times before they’re ready
to do business with you. That’s one example of the Familiarity Principle at
work.
Most business relationships don’t
happen overnight. It takes time and engagement to build flourishing
connections. And familiarity with your brand is just the start. You’ve got to
let people know you’ve got the “right stuff.” Both clients and prospects need
to be supported and nurtured so that trust and confidence can develop.
You know how competitive it is out
there. Customer loyalty isn’t something to take for granted, nor are prospects’
interest and receptivity. Those qualities have to be cultivated through
repeated experiences. It all begins, though, by getting known and familiar.
