Have you ever met someone and thought that they were cool. Then you met someone else and thought…?
“I don’t like this person. My gut instinct is telling me to stay away from them…”
Have you ever been approached with an opportunity from a relative, friend or a stranger and thought…
“I don’t believe it. It’s too good to be true…”
And then someone else comes along who has social status and offers you the same opportunity, product or service and you’re like…
“Cool! I’m in. Let’s get started!”
Why does it happen like that?
There is a long history of familiarity that they have and it doesn’t have much value in their eyes.
The familiarity of history in which the relative or person they know has failed, is always excited but never does anything or does too many things and never finishes what they say they will achieve.
Then there’s a flip side to it too…
The relative or friend demonstrates the values people believe in. Stuff that’s important to the person they are speaking to.
These values which are familiar to them and trust makes the prospect and anyone else feel…comfortable.
That’s the “secret” word here.
Making the prospect feel comfortable.
- High ranking social status in the community
- Finished a degree in a famous university
- In a profession i.e. doctor, lawyer (solicitor)
- Has 10 properties and is successful in other businesses
These are familiar symbolism statuses, and patterns which some people trust more than a brother who is on unemployment and talking about a business opportunity.
We have been conditioned to believe that these are signs of success…and failure is frowned upon instead of celebrated.
Most people trust these more than their closest friend’s opinion about a business opportunity.
That’s why corporations use doctors, dentists and famous actors in their commercials and within their large multi-million dollar launch events.
That’s why Nike used Michael Jordan’s status as a champion Basketball Player. He’s familiar with basketball and sports fans. Also to non-basketball fans as a champion.
So why does familiarity work?
That’s a lot of stuff to get your marketing to change. You have a history. You have years of conditioning to deal with. You have memories that the prospect has carried around in their mind for years.
It sounds like a losing battle.
How difficult is it to influence change?
Change isn’t easy because people don’t know what they want and don’t know what to really feel when they get it. People don’t know who they really are.
So what can you do?
How can you influence change in the prospects?
Create the behavior change first
The behavior change will lead to their attitude change towards you, your business, your products, and services.
In simple terms – get the prospect do something first, and this will lead to a “Yes.”
But how do you do that?
- Reveal what’s familiar to the customer. Real estate agents found a way to use familiarity to sell more houses. They asked questions and listened to what the customer liked and what they didn’t like about houses. Then took them to those type of houses. It worked. Sales increased.
- Stay consistent with your content that focuses on problems your targeted customer has experienced. Walk a mile in their shoes and write stories that are familiar to them.
- Know their lingo. Use words that they use instead of writing way over their heads with techie words and babbling on about functions of a gadget.
- Familiarity doesn’t mean being their best friend. That’s not what I’m talking about. It’s providing relevant content and offers that relates to your targeted customers.
Who do you trust more?
A friend who puts his arms around you, uploads photos of drinking lots of beer and who parties a lot before sharing wisdom about the products – or savvy recommendations from professional experts who knows what you want?
I’m not talking about throwing well-known names around as though this is going to impress.
It is more valuable to show them results while revealing these results in the emotional language and words customers are familiar with.
Real Estate agents figured this out long ago and use this secret, time and time again.
FAMILIARITY AND BRAND LOYALTY
The key – don’t change things because it’s a company policy or your marketing team wants to throw lots of money away at some new idea.
Think carefully about the customer…
When GAP changed their logo and launched it, the consumers were upset and revolted. It went crazy on social media.
Gap reverted back to the logo the consumers were familiar with.
When Ipod was launched in 2001 and introduced to you, it didn’t launch with a marketing campaign with techie talk.
It was launched with a message that it was a device in which you could magically add 1,000 songs easily and simply have it in your pocket.
It was familiar to customers because it was easy for them to understand in the world they lived in.
It was familiar to their language and needs.
So write a list of what the targeted customer’s likes and dislike are:
- Identify the customer’s needs
- Identify what value means to the customer
- What they don’t like in a sales process
- What makes the customer uncomfortable when buying
- What motivates the customer to take action
Find a common ground which is familiar to the ideal customers. Start searching online using Amazon.com and social media sites i.e. community forums. Take a look at their Facebook profile on their interest section.
Another Copywriting technique is creating a common enemy. You identify an opponent the customer is familiar with.
However, there are certain principles to apply when using the common enemy approach.
If you got a warm drink ready and want to kick ass online then we got plenty of resources to check out…