Fridays are for marketing, business growth, and early happy hours:
For better or worse, the more someone is exposed to a brand, the more credible and trustworthy that brand becomes in their mind. We all like to believe we judge things on their merits, but frequency has a substantial impact.
The same is true for exposure to people and ideas.
The more familiar someone becomes, the more you begin to trust that person.
The more often you hear an idea, the more credible you find it.
In psychology, this is called the Mere Exposure Effect. And, research suggest this holds true whether or not you remember seeing the idea, the person, or the brand before.
Frequency creates familiarity, and familiarity makes us feel safe and comfortable, which translates into trust and credibility.
And, this extends beyond trust and credibility, frequency increases our affinity for things.
Generally speaking, the more we see something, the more we tend to like it or agree with it.
Exposure, whether we realize it or not, positively impacts how we feel. Frequency warms us up to things without us even realizing it.
This is why It’s so hard to fight misinformation, myths, misconceptions, and stagnant companies. Once something is established in our minds, it becomes harder to replace. We trust what we recognize, and it takes a certain amount of energy to disrupt that.
So, factor this in when you’re growing your brand.
Pay attention to frequency and reach out to your customers often, more than you think is necessary. Because, the more they see your brand, the more familiar it becomes, and the more they like and trust your company.
If you’re just starting out, or if you’re competing with larger, more well-known brands, remember that frequency will impact your results.
Of course messaging, reputation, service, and quality will always be crucial for long-term success. But, if you want a simple, proven marketing strategy, just find your target market and connect with them frequently. The more familiar you become, the more they will feel comfortable buying.
(And, you don't need to hire an advertising agency on Madison Avenue to get brilliant marketing.)
Create a marketing strategy that rivals even the biggest brands.
Read more posts in the archives.