Familiarity Factor

Familiarity Bias: a cognitive bias that causes people to favor information or items that are familiar to them.

This is why large corporations spend millions of dollars on general brand awareness advertising. By keeping their product top of mind, they increase your familiarity with it, which greatly increases the chance that you’ll choose their product over a competitors when you’re presented with the option.

To put it another way, people need to see and hear from you several times before they will feel familiar enough with you to make a purchase. Familiarity builds trust.

Here are some ways you can leverage this in your business:

• Have a daily marketing rhythm. Publish at least one piece of content on at least one platform each day (e.g. a daily IG reel and/or daily email) to help your brand stay top of mind.
• Mention your product or service often. Even when not directly selling it, make casual mention of it so that people know it exists.
• When doing a product launch, start talking about it many weeks or months in advance. As the launch date gets closer, increase the frequency at which you mention the event or product.
• Create a memorable phrase or slogan for your brand, something people come to know you for. This will increase familiarity and create more brand loyalty.
• Run brand awareness ads that don’t directly sell anything but simply offer value and build your authority. Retarget viewers of these ads with direct marketing campaigns. Since they have already been exposed to your content at least once, they’ll convert into leads and customers at a much higher rate than if you advertised to a total stranger who’s never seen you before.