Practical Sales Training™ > How To Get Attention > The Familiar Effect
What is it?
The Familiar Effect is all about using concepts, images, words and phrases that are familiar to your potential buyer.
Why does it work?
It works because it capitalises on existing relationships, trust and familiarity whilst demonstrating empathy and understanding. By using existing goodwill you can shortcut the time and effort necessary to seize attention with a potential buyer.
How can you use it?
Think about how your product or service is used in context. When and where is it used? By whom? For what result? Are there complimentary products or services that would reference your offering?
Think about the visual clues (semiotics) that you can combine in a schema to provide an instant overall familiar impression.
Example
This London cocktail bar uses a sign that looks like a street sign to grab your attention.
See also
