What is familiarity exposure? Also referred to as mere exposure, there's a whole stack of theories around how the psychology of familiarity in marketing works and can help you make more sales.
That's right. Become a 'household brand', and more people will buy from you.
Want to know how it all works?
Let's find out.
SOME EPISODE HIGHLIGHTS:
(0:19) Grab our amazing resource Click Tricks totally for FREE!
(3:18) What is familiarity exposure?
(10:45) Refer to things that your audience is familiar with.
(14:45) Always build familiarity with you, your brand, and what you do.
(21:19) How can you apply familiarity in your marketing?
(23:10) Email marketing campaigns that use familiarity.
(24:45) Don't make the mistake of offering discounts upfront!
(27:08) How to start using familiarity in your email marketing right now.
(29:11) Join The Email Hero Blueprint.
(29:45) Subject line of the week.
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What is familiarity exposure?
The idea is quite simple - we all understand it and have experience with it. Psychologically, you can increase the likelihood of people buying from you when something feels familiar to them. So if you feel like you've heard of something before, or know a particular name from somewhere (i.e. you have a feeling of vague familiarity), you’re more likely to buy.
That’s why people tend to buy household famous brands, even when they’re more expensive. For a lot of products, you could buy the cheaper equivalent, and it might taste, work, or be much the same. But we pick the branded product we know (even for a higher price) because we trust that familiarity.
It’s a bit like going to a restaurant and choosing a dish from the menu that you already know you’re going to like because you’ve had it before (either there or elsewhere). We like our home comforts. We like the feeling of something familiar and comfortable. It doesn’t matter how adventure-prone or how excitable you are (or aren't) – we all find it easier to choose something we’re familiar with. Because familiarity is comforting. And that's why familiarity is baked into pretty much everything we do - email marketing and more.
So how can you apply this concept of familiarity exposure in your marketing?
Refer to things that your audience is familiar with
One of the things you can do is to use references in your marketing that your audience is familiar with. For example, for a while, everyone was using famous GIFs from Friends or other popular shows. And it worked because people are familiar with that type of content. Using Friends' references is a safe bet with most demographics. Kennedy isn’t a big Friends fan, but if someone sent him an email with a sofa in the subject line and the word “Pivot”, he'd still get the reference. That subject line would come pre-loaded with a lot of content – whether you love Friends or hate it, you’d know what it's referring to. And you'd probably want to know what the email is about.
You won't be sending famous GIFs, memes, or references all the time, but if you email frequently and regularly, you have plenty of opportunities to do so. And when you use things in your marketing that feel familiar, you immediately activate the psychology that sits underneath your words.
Always build familiarity with you, your brand, and what you do
Another way to use this concept of familiarity is to build trust with your audience by exposing them to you and your...
