Understand Your Buyer > How To Get Attention > Propinquity
What is it?
Propinquity is “the state of being close to someone or something; proximity.” It’s the fancy way to describe the fact that the more you see something, the more favourably you feel about it.
Why does it work?
Essentially it comes down to exposure. The more you see something, the more you are exposed to it, the more familiar and favourable it becomes. This is how brands such as Coca Cola or McDonalds work so well, we are familiar with them and what they stand for – so we stick with the devil we know.
How can you use it?
If you want to be noticed, be active in communicating with your prospects. If you can advertise and be on as many social platforms as possible, as often as possible you increase your exposure and thus increase levels of familiarity and loyalty.
More exposure = more chance of business.
Hypothetical Example:
Imagine you run a local gym. Instead of only running one advert every few months, you post daily workout tips on Instagram, sponsor a local sports team (your logo on their shirts), and send a weekly “Fitness Friday” email to your subscribers.
Over time, people in your area keep seeing your name and brand everywhere – on social media, at events, in their inbox. Even if they aren’t ready to join today, when they do decide to get fit, your gym is top-of-mind because of the Propinquity Effect – you’ve built familiarity and trust through consistent, repeated exposure.
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